苏宁易购新零售的发展问题分析与策略研究

论文总字数：15216字

摘 要

随着互联网技术的进步和消费者需求的不断升级，运用物联网、人工智能以及虚拟现实等技术对产品的生产、流通和销售过程进行了改造，促进线上、线下、物流这三者的融合已经成为一种新的趋势，为消费者提供全渠道、全种类、全体验的新兴零售模式，形成了新零售模式。

本文通过对苏宁易购新零售的发展现状和存在的问题进行探讨，并针对性的提出解决策略。文章在第一章绪论部分阐述了在新零售背景下研究苏宁易购的目的和意义并明确了研究的思路和内容，接着在第二部分陈述了新零售的概念、新零售区别于传统零售的特点和相关文献综述，为本文奠定了基本的理论基础。从第三部分开始列出了苏宁易购在新零售背景下的发展现状，存在运营成本过高、线上线下结合打造全消费场景、线上业务比重波动较大的现象，同时也说明了新零售对苏宁易购的影响。最后通过数据分析和资料整合得出苏宁易购在新零售发展过程中存在着单位仓储效益较低、库存分配不合理、缺乏专业的物流管理和技术人才以及线上占有率低的问题。并针对性的提出提高仓储运作效率，降低仓库成本、优化库存管理水平，提高存货周转率、加强人才培训，制定培养方案、加强网上配套设施建设等策略以此来解决相关问题，通过探索苏宁易购的实践经验也得到了启示，在零售背景下企业应注重打造全渠道新零售体系、满足分级消费者的个性化需求、经融体系加持完善新零售业态。

关键词：新零售；苏宁易购；发展现状及问题；策略

Abstract

With the progress of Internet technology and the rising consumer demand, the use of the Internet of things, such as artificial intelligence and virtual reality technology for the process of production, distribution and sale of products, promoting the fusion of online, offline, and logistics that has become a new trend, provide consumers with the channel, all kinds of new retail model, the whole experience, formed a new retail model.

This paper discusses the development status and existing problems of Suning Tesco's new retail, and puts forward targeted solutions. In the introduction part of the first chapter, the purpose and significance of studying Suning Tesco under the background of new retail are elaborated, and the thinking and content of the research are clarified. In the second part, the concept of new retail, the characteristics of new retail that are different from traditional retail and the relevant literature review are stated, which lays a basic theoretical foundation for this paper. Starting from the third part, the development status of Suning Tesco under the background of new retail is listed. There are such phenomena as high operating costs, the combination of online and offline to create a full consumption scene, and the fluctuating proportion of online business. Meanwhile, the influence of new retail on Suning Tesco is also illustrated. Finally, through data analysis and data integration, it is concluded that Suning Tesco has some problems in the process of new retail development, such as low efficiency of unit storage, unreasonable inventory allocation, lack of professional logistics management and technical personnel, and low online share. And put forward to improve the efficiency of storage operation, reduce the cost of the warehouse, optimize the inventory management level, improve the inventory turnover rate, strengthen personnel training, develop training programs, strengthen the construction of online supporting facilities and other strategies to solve the related problems, through the exploration of the practical experience of Suning Tesco has also been inspired. Under the retail background, enterprises should pay attention to building a new omni-channel retail system, meeting the personalized needs of consumers at different levels, and improving the new retail formats with the financial and economic system.

Key words: New Retail; Suning; Development Status And Problems; Strategy

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究的目的和意义 1

1.3 研究的思路及内容 1

第二章 新零售概述 3

2.1 新零售的概念 3

2.2 新零售区别于传统零售的特点 3

2.2.1 数据化 3

2.2.2 去中间化 3

2.2.3 个性化 3

2.3 文献综述 3

第三章 新零售背景下苏宁易购发展现状分析 6

3.1 苏宁易购的发展情况 6

3.1.1 运营成本过高 6

3.1.2 线上线下结合打造全消费场景 6

3.1.3 线上业务的比重波动较大 6

3.2 新零售对苏宁易购的影响 7

第四章 新零售背景下苏宁易购发展问题分析 8

4.1 单位仓储效益较低 8

4.2 库存分配不合理 9

4.3 缺乏专业的物流管理和技术人才 10

4.4 线上占有率低 11

第五章 苏宁易购新零售问题对策及启示 14

5.1针对苏宁易购新零售问题的解决策略 14

5.1.1 提高仓储运作效率，降低仓库成本 14

5.1.2 优化库存管理水平，提高存货周转率 14

5.1.3 加强人才培训，制定培养方案 14

5.1.4 加强网上配套设施建设 15

5.2 苏宁的实践经验对新零售发展带来的启示 15

5.2.1 打造全渠道新零售体系 15

5.2.2 分级消费者的个性化需求 15

5.2.3 金融体系加持新零售业态完善 16

结 论 17

致 谢 18

参考文献（References） 19

第一章 绪 论

1.1 研究背景

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