河北经贸大学毕业论文PAGE14摘要在互联网技术高度发达的今天，企业面临的竞争对手已不仅仅是可见的实体企业，近年崛起的电子商务不断改进升级，在市场竞争中开始占有越来越重要的地位，传统企业如何应对电商对市场份额的侵蚀与瓜分便成为传统企业倍加重视的问题。苏宁电器作为中国家电零售业巨头正在这一方面展开大胆尝试，不仅开始进入电商领域，而且稳步实施着全品类综合电商（苏宁易购）的计划。本文结合笔者搜集的各方资料，运用所学理论和分析工具，试图对苏宁当前电子商务战略进行分析，找出存在的问题并提出发展建议，希望可以作为其他传统零售企业进入电商领域的有益参考：传统企业开展电子商务时，应仔细分析企业所处的内外经营环境，而且企业的电子商务战略必须符合企业整体发展战略，企业需要完善相应的管理体系、建立有效的反馈改进机制，使企业在市场竞争中处于有利地位，推动企业发展战略目标的实现。关键词电子商务；传统企业；问题；建议ABSTRACTNowadays,Internettechnologyishighlydeveloped,corporateenterprises’scompetitorsarenotonlyvisibleentities.Theemerginge-commerceinrecentyears,whichhasconstantlyimprovedandupgraded,begantoplayanincreasinglyimportantroleinmarketcompetition.Whatshouldtraditionalenterprisesdotodealwiththee-commerce’serosionanddivisionofmarketsharehasbecomeavitalimportantproblemfortraditionalenterprises.SuningElectronicGroup,asChina’sleadinghouseholdelectricalapplianceretailenterprise,notonlybegantoenterthisarea,butalsosteadilyimplementtheEntire&ComprehensiveElectricscheme(suning.com).Withtheinformationcollected,theoriesandanalysistoolshaslearned,theauthorofthisarticleanalysisSuning’scurrente-commercestrategies,attemptingtofindouttheexistingproblemsandmakedevelopingrecommendations,whichishopedtobeusefulreferencesforothertraditionalretailenterpriseswhenentertheareaofe-commerce,thatis,traditionalenterprisesshouldcarefullyanalysistheinsideandoutsidebusinessenvironmentwhencarryoute-commerce;,thee-commercestrategiesmustmeettheoveralldevelopmentstrategy;Enterprisesshouldimprovethecorrespondingmanagementsystem,andestablisheffectivemechanismoffeedbackandimprovement,makingthemselvestooccupyfavorablepositionsinmarketcompetition,andpromotingtheimplementationofenterprise’sdevelopmentstrategytarget.KeywordsE-commerce;traditionalenterprise;problems;recommendations目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc324147062"绪论5HYPERLINK\l"_Toc324147063"一、企业电子商务战略概述5HYPERLINK\l"_Toc324147064"（一）内涵5HYPERLINK\l"_Toc324147065"（二）地位及作用5HYPERLINK\l"_Toc324147066"