國美電器有限公司的競爭策略研究

市場營銷論文編號:YX019 字?jǐn)?shù):18769,頁數(shù):32

目  錄
1 緒論 1
1.1研究背景與目的 1
1.2行內(nèi)介紹 1
1.3寫作思路及方法 2
2 國美電器有限公司簡介 3
    2.1公司簡介 3
2.2公司發(fā)展歷程 3
3 主要競爭對手分析 4
3.1蘇寧電器簡介 4
    3.2蘇寧電器的服務(wù)宗旨 4
3.3國美、蘇寧的差異 4
3.3.1經(jīng)營規(guī)模 4
3.3.2價格比較 5
3.3.3企業(yè)文化 5
3.3.4資本運(yùn)作形式 6
4 國美電器的競爭策略 8
4.1價格策略 8
4.2物流優(yōu)勢 8
4.2.1采購新模式創(chuàng)立 9
4.2.2物流配送 9
4.3渠道為王 10
4.4布局中國 11
    4.5管理問題 11
4.6顧客就是一切 12
4.7與主要競爭對手蘇寧比拼 12
5 國美未來發(fā)展之路 13
5.1國美自身的定位 13
5.2國美未來的核心問題 13
5.2.1顧客關(guān)系 13
5.2.2供應(yīng)商關(guān)系 14
        5.2.3員工關(guān)系 14
        5.2.4競爭對手關(guān)系 14
    5.3國美未來發(fā)展的地位 15
5.4國美與廠商之間的關(guān)系 15
5.5國美未來需要注意的問題 16
結(jié)論 17
致謝 18
   參考文獻(xiàn) 19

摘 要
國美電器有限公司作為中國最大的家電零售連鎖企業(yè)，是一家以經(jīng)營電器及消費(fèi)電子產(chǎn)品零售為主的全國性連鎖企業(yè)。在近20年的發(fā)展歷程中，已經(jīng)擁有900家連鎖商城，員工近20萬, 全面引領(lǐng)家電消費(fèi)潮流，向消費(fèi)者展示未來家電的發(fā)展趨勢。我的這篇論文分為六部分。第一部分，簡述本文的研究背景與目的，行內(nèi)介紹，寫作思路與方法。第二部分，簡要介紹國美的發(fā)展歷程。第三部分，對主要競爭對手蘇寧的情況進(jìn)行分析，并比較國美、蘇寧的差異。第四部分，重點(diǎn)介紹國美電器的競爭策略，分別從價格、物流、渠道、布局、管理、服務(wù)、競爭等方面重點(diǎn)闡述。第五部分，介紹國美未來發(fā)展之路，在確定國美自身的定位同時，也闡述國美發(fā)展的核心問題，及未來國美所應(yīng)注意的一些問題。第六部分，結(jié)論處在總結(jié)其競爭優(yōu)勢的基礎(chǔ)上，對國美未來提出新的觀點(diǎn)與看法。

關(guān)鍵字：國美；低價策略；競爭策略；零售企業(yè)；競爭優(yōu)勢

Study of competitive strategy of GOME co. ltd.
ABSTRACT
As the biggest household electrical appliances retail chain enterprise in China, GOME Electrical Appliances Holding Ltd. , which is a national chain enterprise managing the electrical appliances and consuming the electronic products retail primarily. In the course of the latest 20 years’ development, GOME holds the forward position in the development of the Chinese household electrical industry all the time, has had 900 chain department stores with nearly 200,000 employees. My this paper divides into six parts. The first part, the summary this article research background and the goal, in the line introduced,writing mentality and method. The second part, briefly introduces GOME development course. The third part, carries on the analysis to the main competitor Su Ning situation, and comparison GOME, Su Ning difference. The fourth part, the key introduction GOME Telegraphic Transmission's competition strategy, separately from the price, aspect and so on class, channel, layout, management, service, competition with emphasis elaborated. The fifth part, introduced t GOME future will develop the road, during determination GOME own localization, also elaborated GOME development core question, and the future country will be beautiful some questions which will be supposed to pay attention. The sixth part, the conclusion occupies summarizes in its competitive advantage foundation, will propose the new viewpoint and the view to GOME future.

Key Words： Gome；low-price stragtegy；Competitive stragtegy；Retail enterprise；    Competitive advantage