家电连锁服务现状及营销策略研究 .docxVIP

中国家电连锁服务现状及营销策略研究摘要近十年来,连锁经营在我国发展很快,其组织形式已经被广泛地运用于各个领域。而我国当前连锁经营的业态革命中,以家电行业发展得最快。但是在家电连锁快速发展的同时不可避免的出现了诸多的问题，例如有关方面的人才短缺、单店利润不高、盈利模式不当、标准缺失、竞争同质化等问题。结合目前我国目前家电存在的一系列问题，针对性提出网络销售与实体店相结合、战略性跨行业发展、“坚持零售，薄利多销”以产定销、建设立体销售网络等一系列解决措施。能在我国家电连锁发展过程中提供参考性意见，在我国家电连锁发展中探讨其未来的发展趋势以及在这种大趋势下中国家电连锁如何更好的走出中国、走向世界。关键词 家电连锁/发展现状/解决策略/发展趋势The Chinese electrical appliances chain management status and development trendABSTRACTOverthe past decade, chain operation in China, its development organizationform has been widely used in various fields. But our current chain management in the format revolution household electrical appliance industry development in home appliance. But the fastest chain of rapid development and unavoidable many problems, such as the relevant aspects of talent shortage, constructions, profit, earnings mode, standard competition homogeneity, etc. At present in our country at present home appliance with a series of problems, puts forward specific sales and combined entity shop, strategic cross-industry development, to retail, small profits and quick turnover to produce Ding Xiao, construction stereo sales network and so on a series of measures. In Chinas household electrical appliance chains can provide reference opinions in the process of development, in Chinas household electrical appliance chain development into its future development trend and the tendency of the Chinese electrical appliances chain how to better out of China, and to the world.KEYWORDSdevelopment situation, solving strategy, home appliance chains, development trend 目录摘要IABSTRACTII1绪论11.1研究背景及意义11.2连锁经营的概念11.3 连锁经营的一般方式12中国家电连锁服务现状22.1 家电连锁经营规模的日益扩大22.2 家电连锁经营商业优势日益明显22.3家电连锁经营物流体系逐步完善32.4家电连锁经营涵盖品类日益丰富33中国家电连锁存在的问题53.1专业管理人才的匮乏53.2规模的迅速扩张与单店效益的下降53.3售前服务与售后服务的不及时53.4物流体系中存在的货品配送与退换货问题63.5盈利模式日趋明显74家电连锁经营营销策略研究94.1实体商店与网络商店在线服务的融合94.2“坚持零售，薄利多销”的基本原则94.3尝试以产定销方式104.4立体销售渠道的完善115中国家电连锁服务的发展趋势125.1纵深发展将延续125.2盈利模式或将改革135.3前后台更趋协调发展13结论14致谢15参考文献161 绪论1.1 研究背景及意义连锁经营作为家电市场的一种销售方式，其先进的经营理念、科学高效的营销