摘要：隨著網絡迅速滲透到社會生活的各個方面，商業活動也隨之發生了重大變化。近幾年，B2B、B2C、C2C發展異常迅猛，越來越多的企業也開始重視網絡營銷的價值性，紛紛乘上電子商務這趟高速行駛的列車。然而網絡營銷屬于新興事物，也存在一定局限性。

　　　本文以蘇寧易購的網絡營銷為例，運用SWOT分析法對蘇寧易購的內部優勢、劣勢和外部的機會與威脅進行分析，得出了蘇寧易購的網絡營銷存在的問題，然后為蘇寧易購制定了相關的網絡營銷策略，主要從網站本身、社會化媒體、線上線下融合以及大學生市場開發四方面進行論述。

　　　本文主要得出以下結論：①通過搜索引擎優化策略，優化自身的網站結構，提高網站的訪問流量；②利用社會化媒體，如微博營銷，為蘇寧易購提高品牌知名度和發布最新產品活動資訊；③通過線上線下全面融合，統一采購渠道和銷售價格，并且利用線下店面優勢，降低消費者對虛擬交易的疑慮；④向大學生市場全面進軍，通過大學生能夠涉及到的各方面，如贊助高校全國性和地區性賽事，開辦校園代理等向大學生推廣銷售蘇寧易購產品。

關鍵詞   蘇寧易購；網絡營銷；營銷策略；SWOT分析法

Abstract：With the Internet rapidly penetrated into all aspects of social life, Commercial activities have changed. In recent years, B2B, B2C and C2C rapidly developed. more and more companies are beginning to attach importance to the value of Internet marketing, are multiplied by the electronic commerce the speeding train. Network marketing things are emerging, however, there are certain limitations.

　　　Taking Suning e.go network marketing as an example, first analyzes the Suning e.go network marketing present situation and existing problems, and then use the swot analysis of Suning e.go internal strengths, weaknesses and external opportunities and threats for analysis, for Suning e.go formulated the related network marketing strategy, mainly from the website itself, social media, online fusion and development four aspects discusses college students market. 

　　　In this paper, the following conclusions: (1) through search engine optimization strategy, optimize their site structure, improve the website traffic; (2) the use of social media, such as Micro Po marketing, for Suning e.go and increase brand awareness and release the latest product information; (3) through the online comprehensive integration, unified procurement channels and sales price, and take advantage of offline store, reduce consumer suspicion of virtual transactions; (4) to the college students market fully, by college students can involve various aspects, to college students to promote sales Suning e.go products..

Keywords   Suning e.go  On-line Marketing  marketing strategy  swot analysis

　　　蘇寧易購自蘇寧電器2013年2月19日正式更名蘇寧云商集團之后，全面貫徹自2011年以來推進的新十年轉型“科技轉型、智慧蘇寧”戰略。云服務模式進一步深化，逐步的摸索出線上線下多渠道融合、全品類經營，同時著手進軍海外市場的道路。

　　　面對未來這樣的科技轉型，網絡營銷不受時間和空間限制，在很大程度上改變了蘇寧傳統營銷形態和業態。網絡營銷不僅能提高了工作效率，同時在一定程度上降低了蘇寧集團傳統的媒體宣傳成本，擴大了市場，給企業帶來社會效益和經濟效益。網絡營銷的國際化、信息化和無紙化，也為企業進軍海外市場奠定了基礎。