O2O互联网条件下苏宁云商模式对传统家电行业发展的影响及问题研究
Research on the Influence and Problem of Suning Cloud Commerce on Traditional Household Appliance Industry under the O2O Model

随着互联网的不断发展，传统的零售行业正在面临着深刻的变化，其发展状况也正在遭受着一些在线发展模式的侵蚀，这一系列的变化向传统的零售模式提出了挑战，传统零售企业需重新调整自己的发展经营模式才能抵御线上消费带来的冲击。苏宁作为传统家电行业的龙头企业，同时作为零售行业的先驱者，其云商模式为传统家电行业的发展转型提供了宝贵的经验。鉴于此，本文拟分析在O2O互联网条件下苏宁云商的运营模式及存在的主要问题，再运用对比分析法将苏宁云商与传统家电行业的发展模式进行对比分析，从而得出传统家电行业在O2O互联网条件下进行转型升级的路径，也对现代家电连锁企业进一步创新发展有一定的指导意义。
With the continuous development of the Internet, the traditional retail industry is undergoing profound changes, and its development status is being eroded by online development models. This series of changes has challenged traditional retail models, and traditional retail enterprises need to adjust their development and operation models to resist the impact of online consumption. Suning, as the leading enterprise in the traditional home appliance industry and a pioneer in the retail industry, has provided valuable experience for the development and transformation of the traditional home appliance industry with its cloud commerce model. In view of this, this paper aims to analyze the operation model of Suning Cloud Commerce under the condition of O2O Internet and the main problems it faces, and then uses the method of contrast analysis to compare the development model of Suning Cloud Commerce with that of the traditional home appliance industry. Thus, the paper aims to provide a path for the transformation and upgrading of the traditional home appliance industry under the condition of O2O Internet, and also has certain guiding significance for the further innovative development of modern home appliance chain enterprises.