苏州国美电器的市场经营策略分析

文档编号:YX158 文档字数:16472,页数:22  附外文翻译

 苏州国美电器的市场经营策略分析
 摘  要
 
 中国家电零售业已全面进入连锁经营时代。苏州家电零售市场现在是国美、苏宁、五星三足鼎立的格局。作为苏州家电市场的后来者，国美凭借企业本身的实力和市场经营中的特点，迅速打开市场，在苏州家电市场占据首位。本文首先对苏州国美电器的发展情况做了相关的介绍，其中包括苏州国美电器的发展历程、苏州国美电器的营销现状和危机下的苏州国美受到的影响；其次，对苏州国美电器的市场经营策略进行了分析，包括它的基本经营策略和并购扩展策略；再次，从苏州国美电器的市场经营策略的独特性着手，对它的网点建设和特色促销做了重点分析。最后，针对苏州国美电器在市场经营策略的不足提出了一些建议，希望有助于苏州国美今后进一步的发展。

关键词  家电；市场；国美；经营；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

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