新零售背景下传统电商企业的数字化转型路径研究——以苏宁易购为例

Research on the Digital Transformation Path of Traditional E-Commerce Enterprises in the Context of New Retail—Taking Suning.com as an Example

摘要: 在新零售浪潮下，传统电商企业数字化转型势在必行。本文以苏宁易购为研究对象，基于流程再造与价值链理论，剖析其从传统零售向智慧零售的数字化转型路径与动因。苏宁易购历经互联网转型探索、O2O新模式实践及智慧零售深化三个阶段，通过线上线下与物流深度融合、构建智慧供应链、布局全场景多业态等策略，实现了零售业态升级与运营效率提升。其转型实践为行业提供了借鉴，彰显了数字化技术对传统零售企业重构的重要性。

Abstract: Under the wave of new retail, the digital transformation of traditional e-commerce enterprises is imperative. This paper takes Suning.com as the research object, based on process reengineering and value chain theory, analyzes its digital transformation path and motivation from traditional retail to smart retail. Suning.com has gone through three stages of Internet transformation exploration, O2O new mode practice and smart retail deepening, and has realized the upgrading of the retail industry and the improvement of operational efficiency through the deep integration of online and offline and logistics, the construction of a smart supply chain, and the layout of the whole scene of the multi-industry and other strategies. Its transformation practice provides a reference for the industry and highlights the importance of digital technology to the reconstruction of traditional retail enterprises.