The Study Of The Online To Offline Place Integration Strategies Of Suning.com Group

With the rapid development of e-commerce in China,the economic benefits of Chinese offline entity enterprises have been gradually eroded by e-commerce enterprises and their living space has been constantly reduced.Many entity enterprises faced losses or even collapse of the reality of this danger.To have its own survival and development,offline entity enterprises have set up online stores to display and sell their merchandises through Internet.Their commercial behaviors moved from offline to online and have become the participants of online business competition.However,with the increasingly fierce competition between e-commerce enterprises,online marketing costs are gradually rising,their price advantages are gradually weakening,the number of online consumers and the growth of online retail sales both slow down,and the development of e-commerce enterprises is in a bottleneck period.Under such circumstances,e-commerce enterprises and offline entity enterprises have reached a basic consensus that virtual stores cannot completely replace entity stores,and the future commercial development trend is the deep integration of online and offline.In this situation,e-commerce enterprises headed by Alibaba.com and JD.com have moved from online to offline to participate in the wave of 020 place integration through the model of self-built physical stores or in-depth cooperation with large offline chain physical stores.In the face of fierce market competition,Suning.com Group,as the leading enterprise in the domestic appliance retail enterprise,faces many challenges of transformation and upgrading.As the pioneer of 020 place integration,Suning.com Group has already started the 020 place integration attempt as early as 2013 and has firmly implemented this strategy and formulated lots of effective measures.After years of development,Suning.com Group has achieved certain achievements,but there are some problems and defects that need further modification and improvement.This paper takes Suning.com Group as the research object,and Literature review and case study are the main method to deeply analyze the research status of O2O place integration theory and place integration of electrical retailers.Firstly,this paper introduces briefly the overview of Suning.com Group;Secondly,PEST analysis and SWOT analysis are used to analyze the macro environment such as politics,economy,society and technology,as well as the micro environment such as advantages,disadvantages,opportunities and threats of Suning.com Group,and the SWOT analysis result matrix is obtained;At the same time,this paper analyzes the status quo of the implementation of the O2O place integration strategy of Suning.com Group,and points out the existing problems in the implementation of the O2O place integration strategy of Suning.com Group;In addition,this paper discussed the Suning.com group O2O place integration optimization of necessity,and on Suning.com group O2O place integration strategy of the implementation of the existing problems,and using the 4P theory proposed Suning.com Group O2O place integration optimization of specific strategies:the product differentiation to slow the friction between online and offline places,product homogeneity with same price to enhance the consistency of online and offline places,and retrofit service place to improve the experience of online and offline places,difference sales promotion to reduce the conflicts of online and offline places competition.This paper puts forward the guarantee measures for the O2O place integration and optimization of Suning.com Group from the aspects of organizational structure,human resources,rules and regulations and capital technology.Finally,the paper draws the research conclusion,analyzes the deficiencies of the paper,and forecasts the future development of O2O place integration.The research on O2O place integration of Suning.com Group has indispensable theoretical and practical significance.This research can not only broaden the related content of integration theory,but also provide useful suggestions for Suning.com Group O2O place integration optimization.It provides many valuable references for other entity enterprises,either to transform and upgrade,reduce online and offline conflicts,realize O2O place integration,reduce operating costs,improve economic efficiency,and improve enterprise operating efficiency.