蘇州國美電器的市場經營策略分析

論文編號:YX158 論文字數:16472,頁數:22  附外文翻譯

 蘇州國美電器的市場經營策略分析
 摘  要
 
 中國家電零售業已全面進入連鎖經營時代。蘇州家電零售市場現在是國美、蘇寧、五星三足鼎立的格局。作為蘇州家電市場的后來者，國美憑借企業本身的實力和市場經營中的特點，迅速打開市場，在蘇州家電市場占據首位。本文首先對蘇州國美電器的發展情況做了相關的介紹，其中包括蘇州國美電器的發展歷程、蘇州國美電器的營銷現狀和危機下的蘇州國美受到的影響；其次，對蘇州國美電器的市場經營策略進行了分析，包括它的基本經營策略和并購擴展策略；再次，從蘇州國美電器的市場經營策略的獨特性著手，對它的網點建設和特色促銷做了重點分析。最后，針對蘇州國美電器在市場經營策略的不足提出了一些建議，希望有助于蘇州國美今后進一步的發展。

關鍵詞  家電；市場；國美；經營；策略

The market business strategy analysis of suzhouGome
Abstract

 Chinese home appliance retail chain has entered the era.The three major forces of suzhou home appliance retail market are now Gome,Suning,and Five-star.As the latecomer to suzhou home appliances market,Gome by virtue of the strength of the enterprise itself and the characteristics of market operation,quickly open up the market in suzhou,become the first of home appliance market.In this paper,first for the development of suzhou Gome made a related presentation,including the development process of suzhou Gome,suzhou Gome the status quo of marketing and in crisis,the impact of suzhou Gome;Secondly,the market operation in suzhou Gome strategy analysis,including its basic operating strategy and acquisition strategy to expand; Again,from the unique of suzhou Gome's business strategy, its network construction and characteristics of the focus of marketing analysis done.Finally,for the weakness of suzhou Gome’s business strategy,made a number of recommendations and wish to contribute to the suzhou Gome of the future development.

Keyword  home appliances; market; Gome; operating; strategy