二十一世纪全球互联网技术日新月异，电子商务应用技术也在不断地更新和成熟，中国的电子商务在一波高速增长后，进入了纵深发展期，大量传统企业进入了电子商务领域， 2009年至今，中国电商行业更加关注品类覆盖、渠道建设、物流网络、支付方式、云服务业务等多个方面。国内大型的网络零售企业相继在物流、金融等领域投入大量资金着手建设，或是在行业内寻求并购的机会，把自己的行业优势从原来的侧重点向全业务链扩展，从单方面的竞争转向全面竞争，如价格战、企业并购、公司上市、农村市场和移动电商等，以占据更有利的市场地位。传统零售企业苏宁云商在互联网化方面进行了一系列的改革，作为旗下的网上商城，相对于其他纯电子商务平台，苏宁易购在品牌、采购规模和辐射全国的物流配送网络服务方面更具有优势。而苏宁易购的销售增长却不及厚望，苏宁易购2013年销售额同比增长43.86%，京东销售额同比增加67.6%，目前在中国B2C网络零售市场的市场份额与京东还相差很大，增长速度也不及国美在线。据本文调查，有很多消费者对苏宁易购没有什么印象。苏宁云商寄于厚望的电子商务业务为什么不尽人意，是竞争对手过于强大，还是苏宁易购的营销策略存在问题，其市场状况值得深入研究。在目前的电子商务研究中，对纯电商企业或纯网络零售企业的研究较多，在电子商务发展变化迅速的时代，对于传统品牌企业电商化或网络零售化方面，也需要更多的研究丰富这一领域。本文通过查阅苏宁易购公开报告、新闻报道及第三方研究数据，并结合近期电商的活动观察对比，从而获取充足的数据资料。本文运用抽样调查方法取得网络购物的消费行为信息，采取定量研究，总结进行网络购物的消费者行为特征及在苏宁易购的使用体验，以找出苏宁易购在品牌影响、品类、渠道和价格方面的不足之处，然后运用4P营销理论，结合对主要竞争对手的竞争分析，总结出苏宁易购在市场营销方面的优势与问题。最后，根据苏宁易购的营销策略对苏宁易购的品牌推广做出建议。

As rapid development of information technology in the world, the E-commerce application technology is gradually improving. E-commerce industry in China had been growing rapidly in the last decade. Now it is to be further developed so that a large number of traditional businesses access to the industry. Domestic E-commerce industry has been more concerned with channels, category covering, logistics, payment method, network security, big data and Cloud services since 2009. Meanwhile, in order to take advantage of E-commerce markets, big players among online retail companies invest heavily in areas like logistics and finance, or seek acquisition opportunities in E-commerce industry. Furthermore, they also are banking on expanding into entire business chain from their unilateral advantages. Competition between online retailers also from the point-to-point upgrade for various areas such as promotion war, integrate acquisitions, countryside market and mobile e-commerce, China’s online retail industry competition is faced with situation of comprehensive. As a traditional retail company, Suning Commerce has a series of innovation in Internet business. Suning.com, which is an online store of Suning Commerce, compare to pure e-commerce stores, has more advantages in brand, procurement and logistic network. However, Suning.com’s revenue growth is not as good as expected, Suning.com’s year to year revenue growth rate was 43.9% in 2013, and meanwhile Jingdong.com was 67.6%. Currently Suning.com has big gap with Jingdong.com and Tmall.com in China B2C online retail market. According to the survey in this paper, Suning.com has no brand awareness among many interviewees of online shopping consumer. Why Suning.com’s business is not as great as Sunning Commerce predicted before, if their rivals are stronger or their marketing strategy existed questions, all are necessary to make overall analysis to know it.Among academic researches related with e-commerce, we should have more studies of online retail companies which evolve from traditional retail enterprises. Lots of studies of this paper are acquired from a large number of documents, Sunning.com’s annual reports, news reports and the third-party market research data & analyses, to get further information, the recent events of relevant e-commerce companies are observed to combine with these studies. The paper is also carries out a sample investigation about online consumer buying behavior and analyzes it in quantitative research, summarizes buying behavior characteristics and buying experience on Sunning.com, and gets disadvantages of brand image, category, price and marketing channel, then studies Suning.com’s marketing strategy and marketing competition by 4P marketing theory. At last, the paper makes advice on the brand promotion for Suning.com.