苏宁电器营销现状

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1、苏宁电器营销现状 苏宁电器营销现状 一、公司概况 Brief Introduction一、公司概况 Brief Introduction 苏宁电器 1990 年创立于江苏南京，是中国 3C（家电、电脑、通 讯）家电连锁零售企业的领先者，是国家商务部重点培育的“全国 15 家大型商业企业集团”之一。截至 2009 年，苏宁电器连锁网络覆 盖中国大陆 30 个省，300 多个城市、香港和日本地区，拥有 1100 家 连锁店，80 多个物流配送中心、3000 家售后网点，经营面积 500 万 平米，员工 13 万多人，年销售规模 1200 亿元。品牌价值 508.31 亿 元，蝉联中国商业连锁第一品

2、牌。名列中国上规模民企前三，中国企 业 500 强第 54 位，入选福布斯亚洲企业 50 强、福布斯全球 2000 大企业中国零售企业第一。 Founded in 1990, Suning Appliance is the leading company in the industry of 3C(consumer appliance, computer and communication products) home appliance retail chain in China, which is one of the Top 15 Conglomerates emphatically s

3、upported by the Ministry of Commerce. Up to 2009, Suning has built up a chain network consisted of 1,100 stores, covering more than 300 cities in 30 provinces and municipalities all over Chinas mainland, Hong Kong and also Japan, with over 130 thousand employees and annual sales volume of above 120

4、billion RMB. Boasting its brand value of 50.831 billion RMB, Suning retains ahead of the Chinese commercial chain industry, and ranks the Top 3 domestic private companies and No.54 among the Top 500 Chinese companies, further to be elected into the Forbes Top 50 Asian Enterprises and No.1 Chinese re

5、tail company among Forbes Global Top 2000 Enterprises. 2004 年 7 月，苏宁电器（002024）在深圳证券交易所上市。凭借 优良的业绩，苏宁电器得到了投资市场的高度认可，是全球家电连锁 零售业市场价值最高的企业之一。 Suning Appliance (002024) was listed on Shenzhen Stock Exchange in July, 2004. Relying on its excellent performance, Suning Appliance has been comprehensively re

6、cognized in the investment market thus becoming one of the home appliance retail companies with the highest market value in the world. 二、连锁发展 Chain Development二、连锁发展 Chain Development 围绕市场需求，按照专业化、标准化的原则，苏宁电器将电器连 锁店面划分为旗舰店、社区店、专业店、专门店 4 大类、18 种形态， 旗舰店已发展到第七代。 苏宁电器采取“租、 建、 购、 并”四位一体、 同步开发的模式，保持稳健、快速的

7、发展态势，每年新开 200 家连锁 店，同时不断加大自建旗舰店的开发，以店面标准化为基础，通过自 建开发、订单委托开发等方式，在全国数十个一、二级市场推进自建 旗舰店开发。预计到 2020 年，网络规模将突破 3000 家，销售规模突 破 3500 亿元。 Centered on market demands, and in line with the principles of being professionalized and standardized, Suning Appliance divides its chain store formats into 4 types, name

8、ly, flagship store, neighborhood store, specialized store and boutique store with 18 specific forms, and its flagship store has been upgraded into the 7th generation. Relying on the synchronous development of “leasing, construction, acquisition and merger”, Suning pursues its development in a steady

9、 and rapid pace with the plan of opening 200 new chain stores annually. Meanwhile, Suning enhances its strength in self-constructed stores. Based on the existing store standardization, Suning promotes its self-constructed projects in ten plus major cities nationwide through such ways as self develop

10、ment and order-commissioned development. It is estimated that by 2020, the company network will achieve 3000 stores nationwide with the sales volume of above 350 billion RMB. 三、市场经营 Marketing三、市场经营 Marketing 整合社会资源、合作共赢。满足顾客需要、至真至诚。苏宁电器 坚持市场导向、顾客核心，与全球近 10000 家知名家电供应商建立了 紧密的合作关系，通过高层互访、B2B、联合促销、双向人才

11、培训等 形式，打造价值共创、利益共享的高效供应链。 Integrating social resources, cooperation and all-win. Satisfying customer needs, sincerely and genuinely. Market-oriented and customer-centric, Suning Appliance has established close relationship of cooperation with nearly 10,000 famous home appliance suppliers home and ab

12、road, further to build up a high efficient supply chain of making and sharing benefits together through various ways including high-level communication, B2B, combine promotion, bilateral and talent training, etc. 与此同时，坚持创新经营，拓展服务品类，苏宁电器承诺“品牌、 价格、服务”一步到位，通过 B2C、联名卡、会员制营销等方式，为 消费者提供质优价廉的家电商品，并多次召开行业峰会

13、与论坛，与国 内外知名供应商、专家学者、社会专业机构共同探讨行业发展趋势与 合作策略，促进家电产品的普及与推广，推动中国家电行业提升与发 展。目前，苏宁电器经营的商品包括空调、冰洗、彩电、音像、小家 电、通讯、电脑、数码、八个品类(包括自主产品)，上千个品牌，20 多万个规格型号。 Meanwhile, persisting in business innovations and expanding service categories, Suning promises the optimum integration of brand, price and service, and resor

14、ts to various methods such as B2C, joint bank card and membership promotion so as to provide abundant quality products with rational prices to customers. With a series of industry summits and forums sponsored, Suning also makes efforts to explore the development tendency and cooperation strategy tog

15、ether with many other suppliers, expert and scholars as well as social institutions, thereby promoting the development of the entire home appliance industry in China. Currently, Suning offers 8 major categories including air-conditioner, refrigerator, washing machine, color TV, Audio-video products,

16、 small home appliance, communication products, computers and digital products covering more than 200 thousand specifications of nearly 1,000 brands. 四、终端服务 Terminal Service四、终端服务 Terminal Service 服务是苏宁的唯一产品，顾客满意是苏宁服务的终极目标。苏宁 电器立志服务品牌定位，连锁店、物流、售后、客服四大终端为顾客 提供涵盖售前、售中、售后一体化的阳光服务。 Suning considers service as its unique product and customer satisfaction as its ultimate goal. Its determined to level up its service brand pos