学校代码：10036
高级管理人员工商管理硕士 专业学位论文
国美电器经营模式研究
培养单位：国际商学院 专业名称：高级管理人员工商管理硕士 研究方向：企业管理 作 者：张友林 指导教师：吴革教授 论文日期： 2010 年 9 月
Research on the Appliance Chain Management of GOME
the home appliances retail chains to the traditional department stores. The reason lies in that online shopping is able to further satisfy consumers to do shopping without going out. On the other hand, the retail e-commerce model has the disadvantage of lacking the display channels and brand, which is exactly the advantage of the large-scale appliance chain retail business. The b2c e-commerce market of the appliance industry has brought not only challenges but also new opportunities to the home appliances business,
Opportunities and challenges coexist, appliances retail e-commerce model has brought great impact and potential threat to the traditional sales model. Through the analysis of the online shopping, this article further concludes that the online shopping will impose subversive influence to the store sales in the coming five to ten years, as
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本文以国美为例重点研究了家电连锁的经营与发展模式，探讨目前大型家电 销售连锁企业的经营模式，通过国美发展历程，进一步明确目前家电零售连锁的 机会与挑战，可以推断未来几年渠道价格战将取代厂商价格战，流通领域和利益 分配的将重新发生变革。制造业和流通业之间的分工将更加专业化, 流通业对整 个家电业发展的影响作用继续加强，同时通过分析“类金融”模式及“通道费” 盈利模式，研究家电连锁零售业的盈利点和增长点，及其与经营模式的关系。
Before studying the future business model of the appliance chain retail industry, this article first analyzes the developing background, competitive model and profit model of the Chinese home appliance chain retail industry. Through the instance of the retail chain’s triumph over the department store, it tries to demonstrate that the retail industry establishes special operation mode, through the opening of special appliance stores, and finally defeats the department store and greatly meets the specific requirement of the consumers, thereafter the whole appliance industry chain grows rapidly.
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摘要
中国家电连锁零售行业最近十年发展迅速。随着我国国民经济的快速发展， 人民生活水平的不断提高，家电行业已经成为国民经济中发展最快的行业之一， 也成为国家经济增长的关键指标。家电市场“国内市场国际化，国际竞争国内化” 全球一体化特征已经十分明显。家电产品已成为我国广大人民群众生活质量提高 的一个重要标志。家电行业目前正在转型升级，新技术、新工艺、新产品不断面 世，家电销售市场随着家电产品的更新换代，也处在蓬勃发展的时期。在这种形 势下，家用电器销售市场的发展模式也就更令人瞩目。本文想就未来大型家电零 售业经营模式的转型和发展做一些探讨。
在研究未来家电零售行业的经营模式之前，本文首先分析了中国家电连锁零 售行业的发展背景、竞争模型以及盈利模式，通过论证家电零售连锁战胜百货商 场的实例，论证家电零售行业建立专业的连锁发展模式，通过开设专业家电销售 门店，战胜综合性的百货商场，极大地满足消费者的特定需求，带动了整个家电 产业链的高速发展。
This article takes GOME as an example, it focuses on the study of the appliance chain management and development pasiness pattern of the large-scale appliance chain retail enterprises. Through the whole development of GOME, the article further clarifies the opportunities and challenges of the appliance retail chains, so that we could come to the conclusion that in the next few years, the price war in market channels will replace the price war in the manufacturer, and the revolution will reappear in the circulation and profit distribution area. The division of labor between Manufacture and circulation will become more specialized, the impact of circulation upon the development of the appliance industry will be further intensified. In the meantime, through the analysis of similar financial model and profit mode of the secondary business, we will study the profitable growth of the appliance chain retail industry and its relation with the business model.
Abstract
Chinese home appliance chain retail industry has been growing quite rapidly during the last ten years. With the quick development of our national economy, there comes the continuous increase of people's living standard. Home appliance business has become the fastest growing industries in our national economy, and also the key indicator of the national economic growth. The global integration of the internationalization of the domestic market, and the domestication of the international competition has become a distinct characteristic to the home appliance market. Home appliance has also become an important landmark of the improvement of people’s living quality. Appliance industry is now in transformation and upgrading, and new technology, new technique and new products continuously appear in the market. As the home appliance is upgrading, the sales market is also in the period of its most rapid development. Under this situation, the development model of home appliance market will become a hot issue. This article will discuss the transformation and development of the home appliance retail business in the future.