摘要：在改革开放的大潮中，苏宁电器集团迅速成长为中国3C（家电、电脑、通讯）家电连锁零售企业的佼佼者。苏宁模式能获得成功的原因很多，主要有宏观与微观两方面。宏观原因是市场经济的发展为苏宁的成长奠定了基石、流通业的现代化变革为苏宁的发展创造了机会、消费结构的升级为苏宁的发展提供了动力。微观方面的原因是其自身的供货优势、销售优势、市场开拓优势、企业文化优势。正是因为苏宁准确把握了宏观经济发展的机遇和趋势，并在微观方面合理开发利用自身优势，苏宁模式才获得成功。
关键词：苏宁模式;供货;销售;市场开拓;企业文化
Abstract: Su Ning Group has grown rapidly into one of the most competitive enterprises in China's 3C （household appliances, computers, communications ）retail industry, as promoted by the reform and opening up. Its success can be explained mainly in macro and micro ways by numbers of reasons. In the macro way, the main reasons for this success are the development of market economy which has laid a solid foundation for Su Ning's growth and the modernization reform of the circulation industry which has offered an opportunity for its development and then the upgrade of consumption structure which is the engine for that. And in the micro way, the main reasons lie in the Group's advantages in commodity-supplying, marketing, market exploitation and group culture. It is Su Ning's accurate insight in judging and foreseeing the development trend of macro economy and opportunities with it as well as its ability in making the best of its own advantages that have forged the success of Su Ning Model.
Key words: Su Ning Model; goods-providing; product-selling; market-exploring; group culture
