Research On Evaluation And Promotion Of Suning.com’ S Core Competitiveness

Today,with the homogenization competition becoming more and more significant,companies need to reshape their core competitiveness from a brand perspective and form a non-replicable differentiation advantage.Especially in the context of the Internet,the homogenization of industry competition has gradually become a phenomenal feature.Brands have gradually become an important feature distinguishing enterprises from competitors,and gradually become the core competitiveness of corporate sustainable development.In the Internet era where customer value is the core,we must pay attention to the customer’s stickiness to the brand.Combining brand management with traditional enterprise management is the theoretical requirement and practical requirement of the stage development stage of modern service enterprise brand represented by retail industry.The research as a whole is based on the logical relationship of "problem background-theoretical research-index system construction-case analysis-countermeasures suggestion".Taking Suning.com as the research object,paying attention to the theory and practice,combining the brand management theory and the classic core competitiveness theory,through the structure and reconstruction of the classic core competitiveness theory,constructing the core competitiveness evaluation mechanism of retail enterprises adapted to the brand strategy stage,and further strengthening the core competitiveness of Suning.com Conduct evaluation analysis and summarize the problem.The study found that the new retail enterprises represented by Suning.com,despite having a strong online and offline two-way channel,are ubiquitous due to internal and external factors such as fierce competition,uneven strategic layout and low resource intensification.The shortcomings of the three aspects,namely,insufficient application of technological innovation,insufficient customer demand orientation and insufficient supply chain coordination.In the new competitive environment,Suning.com needs to recognize the shortcomings of development and give play to its advantages in order to occupy a favorable competitive position.Based on this,this study proposes three major suggestions,in order to make up for the three shortcomings of Suning.com’s core competitiveness: First,innovation drives operation and upgrade,technology promotes management and efficiency.Second,adheres to customer demand orientation and complements service quality.The third is to improve the coordinationability of the supply chain based on performance management.The fourth is to establish a business ecological alliance to promote complementary brand advantages.The main results of this paper include two aspects.First,it defines the relationship between brand management and core competitiveness.The environmental factors of the development of retail service enterprises represented by Suning.com have undergone tremendous changes with the development of information technology.The competition of enterprises that rely on customer perceived service quality is gradually established.This study attempts to clarify brand management and core competitiveness.The correlation mechanism between the two theories paves the way for reshaping the theoretical basis of the core competitiveness of retail service enterprises in the new environment.Second,based on the perspective of brand management,the core competitiveness evaluation mechanism of the Internet retail industry was constructed.This study takes Suning.com as a research sample,and combines the brand management methodology and core competitiveness theory to construct a core competitiveness evaluation system suitable for retail service enterprises in the new environment.The evaluation system includes capital operation capability,internal management capability and market.Five elements of marketing ability,technological innovation ability and brand management ability and 18 corresponding sub-indicators.We believe that Suning.com will adapt to the trend of the times to achieve transformation.In the future,it is necessary to build its own strategic ecological alliance as a core link,to build online and offline infrastructure,and to open up the upstream and downstream interfaces of the industrial chain for business flow,logistics,information flow and capital.Stream provides a complete platform system and builds an irreplaceable core competitive advantage.