| In recent years, along with the rapid development of Internet technology, the domestic e-commerce began to rise. On the one hand, Chinese companies can more effectively deal with fierce competition from international; on the other hand, the rise of e-commerce began to increasingly eroding traditional enterprises for their many years of market. Companies’ competitor is not only a visible entity enterprise, in recent years, the rise of e-commerce continuous improvement to upgrade, began to occupy more and more important position in market competition, Traditional enterprise of how to deal with the erosion for electric market share becoming more great importance problem for traditional enterprise. Along with the rise of taobao, jingdong, amazon, Suning appliance, as China’s home appliance retail giant is having bold attempt on this hand, not only began to enter the electricity field, but also steadily implement the whole category comprehensive electrical contractor (SuNing.com). however, different from pure electric business enterprise, Suning has unique capital advantage and the frequency distribution of the electric business strategy advantage, But entering into the field of electricity inevitably faces new problems in the technology, logistics, etc, so we must make the online and offline running-in good, at the same time, it also faces many challenges.Under such a background, this article researches online integrated strategy and development direction take the Suning group as the research object. At first, this paper uses PEST analysis for the company’s external environment, analyzes the present situation and the trend of home appliance industry, and the Suning group company’s internal environment; Secondly, on the basis of SWOT analysis, this paper proposed the strategic choice of Suning goal and pointed out that concrete strategic choice should be offline chain business, online e-commerce, target market differentiation, integration of online resources and logistics strategy, etc. Finally, it put forward corresponding guarantee measures for Suning company integrating business strategy from three aspects of organizational structure adjustment, human resource strategy and channel conflict solutions.This research can provide certain reference value for Suning company’ future development, to keep its sustainable competitive advantage. At the same time, it also can provide a way of thinking and use for reference for other companies in the study of online integration. |
