国美苏宁发展路径比较.doc

作为中国家电连锁专营行业的翘楚，国美和苏宁面对新形势，新环境以及激烈地竞争，在国内外不同商业业态的夹击之下，能否在激烈的竞争中继续存活下来？问题的关键是认清自己的核心价值，强化自己的竞争优势，适时调整自己的竞争战略，在日趋激烈的商业竞争中不断增强自己的核心竞争力。 本文运用市场营销的基本理论，对国美和苏宁两家企业所处的市场环境进行详细分析，通过资料收集，分析两者发展的路径。并进行比较，明确两者的优势和劣势，面临的机遇和威胁；通过分析国美和苏宁以往战略的不适用性，结合新的市场特征和其本身存在的问题进行研究，提出一些建议。 本论文在电器经营措施及未来发展等方面的建议，希望对于国美电器的未来发展有一定的参考价值，同时也希望对中国其他电器零售业的生存和发展有所裨益。 关键词：国美电器 苏宁电器 发展路径 As a leader of Chinese home appliance chain franchise industry, Gome and Suning in face of the new situation, the new environment and the fierce competition between different forms of business, at home and abroad, can continue to survive in the fierce competition? The key problem is to recognize your core values, strengthen their competitive advantage, timely adjust their competitive strategy, its core competitiveness is growing in the increasingly fierce competition in business.The basic theory of the marketing, a detailed analysis of the Gome and Suning companies market environment, through data collection, analysis the development path. And compared, the advantages and disadvantages, opportunities and threats; by not applicability analysis of Gome and Suning the previous strategy, combined with the characteristics of the new market and its own problems to study, and puts forward some suggestions.In this paper, the electrical management measures and future development suggestions, hope to have certain reference value for the future development of Gome, also hope to contribute to the survival and development of China and other electrical appliances retail. Keywords：Gome electric appliance Suning Appliance Chain Group Limited by Share Ltd Development path 目 录 1 绪论 5 1.1 概述 5 1.2 相关理论 7 1．2．1 竞争优势理论 7 1．2．2 连锁经营概述 8 2 国美苏宁发展比较 9 2.1 国美发展历程 9 2.2 苏宁发展历程 10 2.3 国美苏宁发展历程比较 12 3 国美苏宁经营比较 12 3.1 国美苏宁盈利方式比较 12 3．1．1 进销差价 12 3．1．2 安装维修服务收入 13 3．1．3 为供应商提供商品促销、展示和推广等服务取得的收入 14 3.2 国美苏宁融资能力比较 14 3.3 国美苏宁管理方式比较 15 3．3．1 人才培养 15 3．3．2 管理者对比 16 3.4 国美苏宁电商时代的经营比较 17 四．国美苏宁外部环境分析 18 4.1 政治环境 18 4.2 经济环境 19 4.3 政治环境 20 4.