家电连锁经营模式的竞争优势分析

摘    要

      连锁经营作为零售业的主流已被世界各国零售商广泛应用，家电专业连锁作为我国连锁经营的重要组成部分，在家电零售领域迅速发展。从20世纪90年代后期开始，以国美、苏宁、三联为代表的全国性家电连锁企业异军突起，逐渐打破以百货商店为主要代表的传统家电销售渠道的格局，成为我国家电零售业中的生力军。家电专业连锁企业凭借自身雄厚的资本实力和庞大的连锁经营规模，迅速在家电零售市场中独占鳌头，成为具有统治力的一方。本文主要通过对国美案例进行深刻剖析，总结国美电器在家电连锁经营模式下的主要竞争优势，论证家电连锁经营是一种行之有效、具有很强竞争力的家电销售模式。
本文主要分为四部分：第一部分从连锁经营理论分析入手，通过对连锁经营的概念和形式进行分析，总结连锁经营商业模式的本质特征，为下文阐述国美连锁经营作铺垫；第二部分从三个方面论述国美电器连锁经营概况，重点分析国美连锁经营模式出现的动因；第三部分是本文的核心内容，通过用数据、资料对国美与传统家电销售渠道进行重点分析、比较，总结国美作为家电专业连锁企业所获得的六点竞争优势；第四部分在前文分析、论述的基础上总结国美连锁经营模式的特点，得出家电连锁经营是一种成功的家电销售渠道模式和以家电专业连锁企业为代表的新型家电流通渠道必将成为我国未来家电零售行业中支柱性力量的结论。
关键词：连锁经营 竞争优势 销售渠道 国美电器

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    

 目   录
一、连锁经营概述……………………………………………………………………………1
（一）连锁经营的产生及定义………………………………………………………………1
（二）连锁经营的三种模式…………………………………………………………………1
（三）连锁经营的本质特点…………………………………………………………………1
二、国美电器连锁经营概况…………………………………………………………………2
（一）国美电器简介…………………………………………………………………………2
（二）国美电器选择连锁经营模式的动因分析……………………………………………2
（三）国美电器连锁经营的历程……………………………………………………………4
三、国美电器连锁经营的竞争优势分析……………………………………………………5
（一）成本优势分析…………………………………………………………………………5
（二）商品价格优势分析……………………………………………………………………7
（三）服务优势分析…………………………………………………………………………8
（四）品牌优势分析…………………………………………………………………………9
（五）信息化优势分析………………………………………………………………………10
（六）供应链优势分析………………………………………………………………………11
四、结束语……………………………………………………………………………………12
参考文献………………………………………………………………………………………13