I 摘要 随着中国互联网和信息技术的高速发展，电子商务借助互联网快速崛起，与 之形成鲜明对比的是，线下实体的经营受到电商的巨大冲击，沃尔 玛收缩中国市 场，家乐福中国品牌易主，都是现实的反映。如何解决实体店在电子商务冲击下 的生存和发展变得尤为迫切。 本文依据品类管理的理论、大数据理论，运用文献研 究法、问卷调查法、案 例研究法，以苏宁易购电器实体门店品类管理为研究对象，研究了以下几个问题： 第一部分是对国内外研究文献进行梳理，阐述了国内外线下实体店应对 电子商务 冲击的生存策略，揭示出实体店的生存现状，确定了研究目的和意义。第二部分 对品类管理理论、大数据理论，品类管理与大数据的关系进行研究，揭示出品类 管理是 理论方法，大数据是科学工具，品类管理是现代零售业提升竞争力的有力 手段，为本文的研究提供了理论支持。第三部分从苏宁公司概况、发展历程、业 务内容、店面类型以及 苏宁电器实体门店品类管理现状进行了阐述，分析了苏宁 易购电器实体店销售业绩的变化。通过研究发现，苏宁门店品类管理现状及经营 业绩低迷。第四部分深入苏宁易购电器 实体店，利用问卷调查的方式，揭示出苏 宁实体店品类定义、品类角色、品类评估、品类评分表等品类管理存在的问题并 分析了问题的原因。第五部分对苏宁易购电器实体门店 所处的市场环境进行分析， 研究了线上线下的主要对手及优劣势。第六部分提出了通过大数据赋能苏宁实体 店品类管理改善方案，以苏宁刘家窑桥东店为例，进行了品类管理实 施和效果分 析。 苏宁易购电器实体门店所存在的问题不只是苏宁公司所独有的。本研究的开 展对苏宁实体店的竞争力提升具有现实意义。同时希望给予那些在互联网电商冲 击 下的其他实体经营企业可参考的样本。通过大数据驱动下的品类管理科学工具， 优化实体运营模式，提高实体运营效率、降低实体经营成本，推动实体的健康发 展。 关键词：品 类管理；苏宁易购电器实体门店；大数据 Abstract III Abstract With the rapid development of the Internet and information technology in China, E-commerce has risen quickly in virtue of the Internet. On the other hand, in stark contrast, the operation of offline physical stores has encountered great impact. The market contraction of Walmart and the changing-hand of the brand Carrefour are reflections of reality. Therefore, it is urgent to find a solution to the survival and development of physical stores under the impact of E-commerce. Based on the theories of category management and big data, this article takes the category management of Suning Appliance’s entity stores as the research object, and probes into the following issues by using the methods of literature research, questionnaire survey and case study. The first part sorts out the research literature at home and abroad, elaborates the survival strategies of offline stores at home and abroad to cope with the impact of E-commerce, reveals the current status of entity stores, and determines the research purpose and significance. The second part studies the category management theory, the big data theory, and the relationship between category management and big data, and explains that category management is a theoretical method and big data is a scientific tool. Category management is a powerful means to enhance competitiveness of the modern retail industry, which provides a theoretical support for this article. The third part elaborates the company overview of Suning, its development history, business content, store type, and the category management of the entity stores of Suning Appliance. The article also analyzes the changes in the sales performance of Suning. The research of this part displays the category management status of Suning entity stores and the poor business performance. For the fourth part, a questionnaire survey was carried out on the distribution channels among the Suning Appliance’s entity stores. A conclusion is drawn: the issues with the category management of Suning Appliance’s entity stores lie on four variable factors which are the product category definition, category role, category evaluation and category rating table. And with the questionnaire survey data, the reasons for the above issues were studied. The fifth part analyzes the market environment of Suning Appliance’s entity stores, and studies the main online and offline rivals. The sixth part provides the improvement plan for the category management of Suning entity stores by studying the big data. Taking Suning Qiaodong store in Liujiayao as an example, the implementation and effect analysis were carried out. The problems of the physical electric appliance stores of Suning are not exclusive to Suning, but also the defects exposed by the whole physical retail. This study has practical significance to improving the competitiveness of the physical electric appliance stores of Suning. Hopefully the study of category management of the physical electric appliance stores of Suning can offer a referable sample to those physical 北京工业大学工商管理硕士专业学位论文 IV businesses under the impact of E-commerce. With the scientific category management tools driven by big data, the physical operation mode will be optimized, the operation efficiency of physical enterprises will be improved, the operation cost of the physical enterprises will be reduced, and the development of the physical retail industry will be promoted. Key Words： Category Management； Suning Appliance’s entity stores；Big data 目 录 V 目 录 摘要............................ I ABSTRACT .................... III 第1章 绪论................... 1 1.1 研究背景 ................ 1 1.2 研究目的和意义 .... 2 1.2.1 研究目的.......... 2 1.2.2 研究意义.......... 2 1.3 国内外研究现状 .... 2 1.3.1 国外研究现 状.. 2 1.3.2 国内研究现状.. 3 1.3.3 研究评述.......... 3 1.4研究内容和方法 ..... 4 1.4.1 研究内容.......... 4 1.4.2 研究方法.......... 4 1.5 研究思路 ................ 4 第2章 研究依据的基本理论........................ 7 2.1 品类管理理论 ........ 7 2.1.1 品类与品类管理的定义................. 7 2.1.2 品类管 理的内容和要素................. 7 2.1.3 品类管理分析理论......................... 8 2.1.4 品类管理基本流程......................... 9 2.2 大数据理论 .......... 10 2.2.1 大数据的发展 10 2.2.2 大数据的概念 11 2.2.3 大数据的商业零售应用............... 12 2.3品类管理与大数据的关系 .................. 12 2.4企 业竞争和定位分析方法 .................. 13 2.5本章小节 ............... 13 第3章 苏宁易购电器实体门店品类管理现状......................... 15 3.1 苏宁公司概况 ...... 15 3.1.1 苏宁公司简介 15 3.1.2 苏宁公司发展历程....................... 15 3.1.3 苏宁公司业务模式....................... 17 北京工业大学工商管理硕士专 业学位论文 VI 3.1.4 苏宁线下实体店........................... 18 3.2苏宁易购电器门店品类管理实施状况 ............................. 19 3.2.1 苏宁易购电器门店 基于品类管理的组织架构.......... 19 3.2.2苏宁易购电器门店品类管理实施现状....................... 19 3.3苏宁易购电器门店销售业绩的变化 .. 22 3.4本章小节 ............... 24 第4章 苏宁易购电器门店品类管理存在的问题和原因分析. 25 4.1 苏宁易购电器门店的调研 ................. 25 4.1.1 调研概况........ 25 4.1.2 问 卷调查的设计与实施............... 25 4.1.3访谈的开展..... 25 4.2调查结果分析 ....... 26 4.2.1 苏宁易购电器门店品类管理存在的主要问题.......... 26 4.2.2 苏宁 易购电器门店品类管理存在的其它问题.......... 27 4.2.3苏宁易购电器门店品类管理存在问题的原因分析... 28 4.3本章小节 ............... 28 第5章 苏宁易购电器门店竞 争及定位分析............................. 29 5.1竞争分析 ............... 29 5.1.1线上竞争对手. 29 5.1.2线下竞争对手. 30 5.1.3苏宁易购门店优劣势及资源分析 31 5.2定位分析 ............... 32 5.2.1市场细分......... 32 5.2.2目标市场......... 33 5.2.3市场定位......... 34 5.3苏宁易购门店的竞争策略 .................. 34 5.4本章小节 ............... 34 第6章 苏宁易购电器门店品类管理改善.. 35 6.1大数据赋能苏宁易购电器门店的品类管理改善总体方案 ............................ 35 6.2以刘家窑桥东店为例的大数据赋能实体门店品类管理改善实施 ................ 35 6.2.1 刘家窑桥东店基本情况及改善步骤.......................... 35 6.2.2基于大数 据的顾客需求分析........ 36 6.2.3品类管理改善内容........................ 37 6.2.4品类管理战术的实施.................... 39