Integrated Strategy Of The Online And Offline Departments Of Suning Appliances

In the Internet age, the development of online retailers has important impact on thetraditional retailers. Traditional retailers worry about the possibility that online business willerode offline business, and they know nothing of online retail; in addition, they worry about thecustomer loss caused by the development of Internet will extend beyond the enterprise’tolerance which leads the failure of the enterprise. And in the end, it is inevitable for thepowerful retailing enterprises to choose to embrace the Internet era. Therefore, the study ofonline and offline integration strategy is of important practical significance.In this paper, the research is divided into six parts. This paper points out the backgroundand research significance of this thesis; and then it analyzes the related theories onmulti-channel at home and abroad, then it points out the research framework, research methods,theoretical innovations and deficiencies. On the basis of the related theory of the electronic retail,the author shows the relevant theories of channel conformity. In the third part, the author takesthe Suning offline stores as the object, analysis the external environment, scale, profitability, andchain development, logistics, marketing strategy and SWOT. In the fourth part, the author takesthe Suning online stores as the object, analysis the external environment, internal environmentand the SWOT. The emphasis of the research is the integration of Suning real and virtualchannel strategies, the fifth part of the article discusses the necessity and feasibility of channelintegration of Suning’s online and offline departments, as well as the strategic thinking andconcrete strategy. Finally, the author makes conclusion and prospects.This article focuses on the subject of Suning Appliance, the author hope that it will aid theonline and offline channels integration of Suning Appliance through the research, and to providetheoretical guidance and a reference for other similar enterprises.