苏宁云商的发展前景和投资价值分析
毕 业 论 文
姓 名：学 号：学 院：专 业：指 导 教 师：协助指导教师：
年 月 日
苏宁云商的发展前景和投资价值分析
苏宁云商的发展前景和投资价值分析
摘要
苏宁电器是我国家电连锁企业的领导者，是我国重点培育的大型商业企业。自1990年成立以来，目前已经成为我国国内第二大家电连锁企业。截至2008年，苏宁电器在中国多个省市、直辖市和城市拥有1000多家连锁店面，进入中国企业500强。中国自加入世贸组织以来，面对经济全球化的影响，传统企业如何应对竞争对手的挑战，人才的任用是企业应对激励竞争的重要手段。然而，很多企业都面临着营销人员缺失，业绩下滑的困扰。同时，受到金融危机的深层次影响，加上我国的家电市场同行业的竞争者也日趋加剧，我国家电零售业不景气。苏宁电器在我国家电零销市场有着举足轻重的地位，是我国成长最快、最优秀的家电连锁企业，其扩张模式、品牌战略模式等方面都有着独到之处。面临我国宏观经济的大背景下，新型产业的快速发展，行业竞争等方面不断加剧，加上苏宁电器的物价、人工等费用的上涨，使得消费信心受到一定程度的压制，其行业发展受到一定限制。本文通过对苏宁电器的发展模式中存在的问题和苏宁云商的发展前景进行分析，对已有的研究进行拓展分析，对苏宁云商的投资价值进行预测，为我国企业利益相关者提供参考信息。
关键词：发展前景；品牌战略；投资价值
I
苏宁云商的发展前景和投资价值分析
Su Ningyun business development prospects and investment value analysis
Abstract
Suning appliance is the leader in the home appliance chain enterprises in China, is one of the big business enterprise of our country cultivate. By 2008, suning appliance in many provinces, municipalities directly under the central government and cities in China with more than 1000 chain stores, enter the top 500 enterprises in our country. Since China's accession to the wto, facing the impact of economic globalization, the traditional enterprise how to deal with the challenge of rival, talent employment is an important means of enterprise to stimulate competition. However, many enterprises are faced with lack of marketing personnel, declining performance, enterprises must attach importance to the incentive problem of the marketing team. Affected by the depth of the financial crisis, combined with China's home appliance industry market competition is growing, according to China's home appliance retail recession. Suning appliance retail market in our country has a pivotal position, is the fastest growing and most excellent home appliance chain enterprises in our country, its expansion mode, has a unique feature in such aspects as brand strategy. Facing our country's macroeconomic backdrop, the rapid development of new industries, industry competition, etc, are growing, and suning appliance prices and artificial cost rise, make consumer confidence was suppressed, the industry development is adjusted to some extent. This article through to the developing mode of suning appliance and the problems of Su Ningyun business development prospect were analyzed, and an analysis of the expansion of the existing research, discusses the investment value of the Su Ningyun suppliers, provide a reference for our country enterprise stakeholders. Key words: development prospects; Brand strategy; Investment value
II
苏宁云商的发展前景和投资价值分析
目 录
摘要 .............................................................. I Abstract ......................................................... II 一、苏宁云商的发展模式 ............................................ 1
（一）品牌战略发展模式 .......................................... 1 （二）扩张发展模式 .............................................. 2 （三）资本运作模式 .............................................. 2 二、苏宁云商的发展中存在的问题 .................................... 3
（一）同行业竞争激烈 ............................................ 3 （二）资金运转能力下降 .......................................... 4 （三）营业周期过大 .............................................. 4
1.成本上涨................................................... 4 2.偿债能力低................................................. 5
三、苏宁云商的发展前景 ............................................ 5
（一）转型发展 .................................................. 6
1.苏宁面临危机............................................... 6 2.战略规划................................................... 6 （二）规范化发展 ................................................ 7 四、苏宁云商的投资价值 ............................................ 8
（一）宏观经济分析 .............................................. 8
1.国内经济状况............................................... 8 2.财税以及金融有关政策....................................... 8 3.国际政治的经济情况......................................... 9 4.国内的政治经济情况......................................... 9 （二）微观经济分析 .............................................. 9
1.行业市场结构的具体分析..................................... 9 2.行业竞争结构具体分析...................................... 10 3.经济周期与行业之间的关系.................................. 10
III
苏宁云商的发展前景和投资价值分析
4.行业生命周期具体分析...................................... 10
结论 ............................................................. 11 参考文献 ......................................................... 11 致 谢 ........................................................... 13
IV