苏宁电器零售业态分析--毕业论文.docVIP

PAGE PAGE I 零售作业 (家电连锁企业的领导者——苏宁电器) (The home appliance chain enterprises leaders -- Suning Appliance) 2012年 6 摘要 苏宁电器1990年创立于中国南京，是中国3C（家电、IT、消费类电子）家电连锁零售企业的领先者，中国最大的商业零售企业，名列中 HYPERLINK /albums/50502/50502/0/0.html \l 0$ac0acf13982e6c655baf53e3 \o 查看图片 \t _blank 国民营企业前三强、中国企业500强第51位。短短的20多年苏宁电器取得如此惊人的成就与其独特的竞争战略、正确的扩张战略、合理的经营管理模式息息相关。当然一家企业在运行过程中总会存在一些问题，本就主要对苏宁电器的零售业态、竞争战略、扩张战略以及经营管理来进行分析研究，对其存在的问题提出解决方法。 关键词：苏宁电器 零售业态 竞争战略 扩张战略 经营管理 Abstract Suning Appliance was founded in 1990 in China Nanjing, China 3C ( IT, home appliances, consumer electronics ) appliance retail chain enterprises leader, China s largest commercial retail enterprises, private enterprises in China the top three, China enterprise 500strong fifty-first. The short 20years of Suning Appliance of such a tremendous achievement and unique competitive strategy, the correct expansion strategy, reasonable management mode are closely related. Of course, an enterprise in the process of operation there are problems, this is mainly to the Soviet rather electric appliance retailing, competitive strategy, expansion strategy and management to undertake analytic study, on its existing problems puts forward the solving method. Key words: Suning Appliance; retailing; competition strategic; expansion strategy; management 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc327181245 中文摘要 PAGEREF _Toc327181245 \h I HYPERLINK \l _Toc327181247 英文摘要 PAGEREF _Toc327181247 \h II HYPERLINK \l _Toc327181248 一、公司简介及零售业态 PAGEREF _Toc327181248 \h 1 HYPERLINK \l _Toc327181249 二、苏宁竞争战略 PAGEREF _Toc327181249 \h 1 HYPERLINK \l _Toc327181250 （一）成功转型消费类电子零售商 PAGEREF _Toc327181250 \h 1 HYPERLINK \l _Toc327181251 （二）打造持续竞争优势 PAGEREF _Toc327181251 \h 2 HYPERLINK \l _Toc327181252 （三）反季节打款规则创新战略 PAGEREF _Toc327181252 \h 2 HYPERLINK \l _Toc327181253 （四）服务是苏宁唯一的产品差异化战略 PAGEREF _Toc327181253 \h 3 HYPERLINK \l _Toc327181254 （五）协同竞争全方位系统化竞争战略 PAGEREF _Toc327181254 \h 3 HYPERLINK \l _Toc327181255 三、苏宁的扩张战略 PAGEREF _Toc327181255