国美电器有限公司的竞争策略研究

^文档编号:YX019 字数:18769,页数:32

摘 要
国美电器有限公司作为中国最大的家电零售连锁企业，是一家以经营电器及消费电子产品零售为主的全国性连锁企业。在近20年的发展历程中，已经拥有900家连锁商城，员工近20万, 全面引领家电消费潮流，向消费者展示未来家电的发展趋势。我的这篇^文档分为六部分。第一部分，简述本文的研究背景与目的，行内介绍，写作思路与方法。第二部分，简要介绍国美的发展历程。第三部分，对主要竞争对手苏宁的情况进行分析，并比较国美、苏宁的差异。第四部分，重点介绍国美电器的竞争策略，分别从价格、物流、渠道、布局、管理、服务、竞争等方面重点阐述。第五部分，介绍国美未来发展之路，在确定国美自身的定位同时，也阐述国美发展的核心问题，及未来国美所应注意的一些问题。第六部分，结论处在总结其竞争优势的基础上，对国美未来提出新的观点与看法。

关键字：国美；低价策略；竞争策略；零售企业；竞争优势

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

目  录
1 绪论 1
1.1研究背景与目的 1
1.2行内介绍 1
1.3写作思路及方法 2
2 国美电器有限公司简介 3
    2.1公司简介 3
2.2公司发展历程 3
3 主要竞争对手分析 4
3.1苏宁电器简介 4
    3.2苏宁电器的服务宗旨 4
3.3国美、苏宁的差异 4
3.3.1经营规模 4
3.3.2价格比较 5
3.3.3企业文化 5
3.3.4资本运作形式 6
4 国美电器的竞争策略 8
4.1价格策略 8
4.2物流优势 8
4.2.1采购新模式创立 9
4.2.2物流配送 9
4.3渠道为王 10
4.4布局中国 11
    4.5管理问题 11
4.6顾客就是一切 12
4.7与主要竞争对手苏宁比拼 12
5 国美未来发展之路 13
5.1国美自身的定位 13
5.2国美未来的核心问题 13
5.2.1顾客关系 13
5.2.2供应商关系 14
        5.2.3员工关系 14
        5.2.4竞争对手关系 14
    5.3国美未来发展的地位 15
5.4国美与厂商之间的关系 15
5.5国美未来需要注意的问题 16
结论 17
致谢 18
   参考文献 19

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