进入21世纪，随着互联网的广泛普及和迅速发展，零售企业在线上线下加速融 合的趋势下不断推进转型升级。苏宁成立于1990年，是国内传统零售企 业的代表， 历经空调专营、综合电器连锁两个阶段，从2009年开始启动互联网转型，现已具备 线上线下对等的零售能力，实现全品类经营、全渠道运营、全球化拓展。然而，站 在 新的起点上，苏宁发展的外部环境又面临着新的变化，中国经济由高速增长阶段转向 高质量发展阶段，5G、大数据、云计算、物联网、工业互联网、人工智能的协同融合 推动 互联网发展进入下半场，主要竞争对手京东、阿里巴巴更是将零售欧亿·体育（中国）有限公司带入全面 竞争时代。因此，面对复杂的外部环境和新的竞争格局，应当从战略层面对苏宁自身 的发展进行 梳理，结合外部环境变化和竞争对手情况进行分析，以搭建提升企业核心 竞争力的整体框架。 本文基于国内外关于企业核心竞争力和线上线下融合背景下零售企业发展的研 究成 果，主要以竞争战略理论、有关零售理论为指导，全面梳理苏宁易购互联网转型 的历程，分析了苏宁易购的发展现状，并利用PEST模型、波特五力模型和SWOT模型 等战略分析工 具，认真研判苏宁易购发展所面临的内部、外部环境和竞争态势，最后 聚焦核心竞争力建设，做出新的战略筹划，提出应当树立差异化竞争战略和搭建竞争 优势框架的思路，并 明确了两个战略方针、九大战略举措、五项保障措施，力求在新 的时代潮流和变革趋势之下，为苏宁易购作出更有针对性、更具体可行的竞争战略调 整安排，最终有效提升核心 竞争力，实现“科技苏宁、智慧服务”的战略愿景。 论文的研究内容主要包括苏宁易购的互联网转型历程与现状、零售业的发展环境 与竞争态势及企业核心竞争力建设等，并立 足企业现状、面向欧亿·体育（中国）有限公司未来，从战略高度 对企业核心竞争力建设作出分析和规划，旨在为苏宁易购的下一步转型升级擘画蓝 图，也可为其他实体零售企业、网络零售企业制定发 展战略或进行战略调整提供新的 思路，具有一定的现实意义。 关键词：苏宁易购；零售业；核心竞争力；战略管理 Abstract Enteringthe21stcentury,withthepopularizationandrapiddevelopmentofthe Internet,retailenterprisesactivelypromotetransformationandupgradingwhenonlineand offlinebusinesstendtoaccelerateintegrationwitheachother.Foundedin1990,Suning hasbeenoneoftherepresentativesofthetraditionaldomesticretailenterprises.Afterthe twodevelopmentstagesofspecializinginthesaleofairconditionersandchain-store operationofintegratedelectricalproducts,itstartedtoentertheonlinemarketin2009. Nowithasequivalentonlineandofflineretailcapabilities,andrealizedfullcategory operation,omni-channeloperationandglobalexpansion.However,atanewstartingpoint, itfacesnewchangesoftheexternalenvironment.China'seconomyistransformingfrom high-speedgrowthtohigh-qualitydevelopment.5G,bigdata,cloudcomputing,IoT,the IndustrialInternet,andartificialintelligencearejointlypromotingthedevelopmentofthe Internetintothesecondhalf.JDandAlibaba,asSuning’smaincompetitors,are bringingtheretailindustryintoaneraofcomprehensivecompetition.Therefore,duetoa complexexternalenvironmentandanewcompetitionstructure,itisnecessarytosortout Suning'sowndevelopmentfromthestrategicperspective,andanalyzethechangesof externalenvironmentandthesituationofcompetitors,soastobuildanoverallframework toenhanceitscorecompetitiveness. Basedonthedomesticandforeignresearchesofenterprise’scorecompetitivenessand retailenterprisedevelopmentunderthebackgroundoftheintegrationofonlineandoffline andguidedbythetheoryofcompetitivestrategyandrelatedretailtheories,thispaperhas sortedouttheprocessofSUNING’transformationtoonlinebusiness,andanalyze thecurrentsituationofitsdevelopment,andcarefullystudiedtheinternalandexternal environmentandcompetitionlandscapethatSuningmustface,withthehelpofstrategic analysistoolssuchasthePESTmodel,thePorterFiveForcesmodel,andtheSWOT model.Moreimportantly,thispaperfocusesontheconstructionofcorecompetitiveness andmakesanewstrategicplanning:SUNINGshouldestablishadifferentiated competitivestrategyandbuildcompetitiveadvantageframework.Inaddition,ithasput forwardtwostrategicguidelines,ninestrategicmeasuresandfivesafeguardmeasures, seekingtomakeamoretargetedandspecificstrategyadjustmentforSUNINGunder thetrendofthetimesandthereformingtendency,andultimatelypromotingtherealization ofthestrategicvisionof“ScienceandTechnology,SmartServices”. ThecontentofthepapermainlyincludestheInternettransformationprocessand currentsituationofSUNING,thedevelopmentenvironmentandcompetition landscapeoftheretailindustry,andtheconstructionofthecompany'scorecompetitiveness, etc.Basedonstatusquoandfacingthefuture,thisarticleanalyzesandplansthe constructionofenterprise'scorecompetitivenessfromtheperspectiveofstrategic management,aimedatdrawingablueprintforSUNING’furthertransformationand upgrading.Itcanalsoprovidenewideasforotherphysicalretailcompaniesoronlineretail companiestoformulatedevelopmentstrategiesormakestrategicadjustments,whichhas certainpracticalsignificance. Keyword:SUNING;Retailindustry;Corecompetitiveness;Strategicmanagement I 目录 1绪 论....................................................................................................................................1 1.1研究背景及意 义.....................................................................................................1 1.1.1研究背 景......................................................................................................1 1.1.2研究意 义......................................................................................................1 1.2研究内容及方 法.....................................................................................................2 1.2.1研究内 容......................................................................................................2 1.2.2研究方 法......................................................................................................2 1.3论文创新点与不足之 处.........................................................................................3 1.3.1论文创新 点..................................................................................................3 1.3.2论文不足之 处..............................................................................................3 2文献综述与理论基 础........................................................................................................4 2.1文献综 述.................................................................................................................4 2.1.1企业核心竞争力研 究..................................................................................4 2.1.2线上线下融合背景下零售企业发展研 究..................................................5 2.1.3综述小 结......................................................................................................6 2.2理论基 础.................................................................................................................6 2.2.1竞争战略理 论..............................................................................................6 2.2.2零售理 论......................................................................................................7 3苏宁易购互联网转型的历程与现 状................................................................................9 3.1苏宁易购互联网转型的背 景.................................................................................9 3.1.1综合电器全国连锁实现欧亿·体育（中国）有限公司第 一..............................................................9 3.1.2电子商务蓬勃发展催生零售商业模式变革............................................10 3.2 苏宁易购互联网转型的路径...............................................................................11 3.2.1推动网络零售跨越发 展............................................................................11 3.2.2创新线下业态场 景....................................................................................13 3.2.3完善全品类、全场景布 局........................................................................13 3.2.4加强物流、金融服务能 力........................................................................14 3.2.5培育技术创新能 力........................................................................