家電連鎖經(jīng)營模式的競爭優(yōu)勢分析

 目   錄
一、連鎖經(jīng)營概述……………………………………………………………………………1
（一）連鎖經(jīng)營的產(chǎn)生及定義………………………………………………………………1
（二）連鎖經(jīng)營的三種模式…………………………………………………………………1
（三）連鎖經(jīng)營的本質(zhì)特點…………………………………………………………………1
二、國美電器連鎖經(jīng)營概況…………………………………………………………………2
（一）國美電器簡介…………………………………………………………………………2
（二）國美電器選擇連鎖經(jīng)營模式的動因分析……………………………………………2
（三）國美電器連鎖經(jīng)營的歷程……………………………………………………………4
三、國美電器連鎖經(jīng)營的競爭優(yōu)勢分析……………………………………………………5
（一）成本優(yōu)勢分析…………………………………………………………………………5
（二）商品價格優(yōu)勢分析……………………………………………………………………7
（三）服務(wù)優(yōu)勢分析…………………………………………………………………………8
（四）品牌優(yōu)勢分析…………………………………………………………………………9
（五）信息化優(yōu)勢分析………………………………………………………………………10
（六）供應(yīng)鏈優(yōu)勢分析………………………………………………………………………11
四、結(jié)束語……………………………………………………………………………………12
參考文獻………………………………………………………………………………………13

摘    要

      連鎖經(jīng)營作為零售業(yè)的主流已被世界各國零售商廣泛應(yīng)用，家電專業(yè)連鎖作為我國連鎖經(jīng)營的重要組成部分，在家電零售領(lǐng)域迅速發(fā)展。從20世紀(jì)90年代后期開始，以國美、蘇寧、三聯(lián)為代表的全國性家電連鎖企業(yè)異軍突起，逐漸打破以百貨商店為主要代表的傳統(tǒng)家電銷售渠道的格局，成為我國家電零售業(yè)中的生力軍。家電專業(yè)連鎖企業(yè)憑借自身雄厚的資本實力和龐大的連鎖經(jīng)營規(guī)模，迅速在家電零售市場中獨占鰲頭，成為具有統(tǒng)治力的一方。本文主要通過對國美案例進行深刻剖析，總結(jié)國美電器在家電連鎖經(jīng)營模式下的主要競爭優(yōu)勢，論證家電連鎖經(jīng)營是一種行之有效、具有很強競爭力的家電銷售模式。
本文主要分為四部分：第一部分從連鎖經(jīng)營理論分析入手，通過對連鎖經(jīng)營的概念和形式進行分析，總結(jié)連鎖經(jīng)營商業(yè)模式的本質(zhì)特征，為下文闡述國美連鎖經(jīng)營作鋪墊；第二部分從三個方面論述國美電器連鎖經(jīng)營概況，重點分析國美連鎖經(jīng)營模式出現(xiàn)的動因；第三部分是本文的核心內(nèi)容，通過用數(shù)據(jù)、資料對國美與傳統(tǒng)家電銷售渠道進行重點分析、比較，總結(jié)國美作為家電專業(yè)連鎖企業(yè)所獲得的六點競爭優(yōu)勢；第四部分在前文分析、論述的基礎(chǔ)上總結(jié)國美連鎖經(jīng)營模式的特點，得出家電連鎖經(jīng)營是一種成功的家電銷售渠道模式和以家電專業(yè)連鎖企業(yè)為代表的新型家電流通渠道必將成為我國未來家電零售行業(yè)中支柱性力量的結(jié)論。
關(guān)鍵詞：連鎖經(jīng)營 競爭優(yōu)勢 銷售渠道 國美電器

Abstract

Chain operation has been already regarded as the mainstream of the retail business the extensive application of the retailer all around the world, electrical home appliances as of our country chain important component that deal in professional chain, develop in the retail field of electrical home appliances rapidly. Since later stage of 1990s, with Guo Mei, Su Ning, San Lian a dark horse for nationwide electrical home appliances of representative, break the pattern of the marketing channel of traditional electrical home appliances taking department store as main representative gradually, become the fresh combatants in our national electric retail business. Electrical home appliances professional chain rely on oneself rich capital capability and huge chain business scale, come out top in the retail market of electrical home appliances rapidly, become and have one party ruling strength. This text through go on dissecting deeply to Guo Mei case, summarize Guo Mei electrical appliance in electrical home appliances chain main competition advantage under the management mode mainly, it is that a kind of effectual electrical home appliances with very strong competitiveness sell the mode to prove the chain operation of electrical home appliances.
This text is mainly divided into four parts: Part one analyzed and starts with from the chain operation theory, through analyzing concept and form of chain operation, summarize chain operation commercial essential characteristic of mode , explain for ensuing chapters Guo Mei chain operation do foreshadowing; Part two describe Guo Mei electrical appliance chain operation overview from three respect, key analysis Guo Mei chain reason that management mode appear; Part three it is a key content herein, through carrying on key analysis, comparing with the marketing channel of the traditional electrical home appliances to the Guo Mei with data, materials, summarize the Guo Mei as six competition advantages obtained of professional chain of electrical home appliances; Part four summarize the characteristic of Guo Mei chain management mode on the analysis of preceding paragraphs, foundation that expound the fact, ectrical home appliances will not become our country that a kind of successful electrical home appliances marketing channel mode and new electrical home appliances circulation represented by professional chain of electrical home appliances will not become our country t to obtain the chain operation of electrical home appliances Conclusion of pillar strength in retail trade of electrical home appliances comes.
Key words:  Chain operation  Competition advantage  Marketing channel        
Guo Mei electrical appliance