摘要——模板.docVIP

摘 要 2008年3月，中国连锁经营协会发布“2007年中国连锁百强”，年销售规模达到10022亿元，与去年同期同比增长了21％。其中，前10家企业总销售规模达到5029亿元，占“2007年中国连锁百强销售总额的50％强。国美电器集团以1023．5亿元销售额、1020家店铺规模再次位居第一，连锁经营行业的“集中度”正在进一步提高。 伴随着中国加入WTO以后，国内的市场在逐渐放开，全球最大的家电连锁企业百思买(Best Buy)控股五星电器，率先进入中国家电零售市场，面对国内巨大的市场空间，今后几年外资大举进入中国家电零售市场将是不可避免的现实，竞争将更加激烈。 当今，国美努力依靠曾经的竞争利器努力做更大更强：一方面以低价格吸引顾客，在提高销量、扩大网点规模的同时压低制造商供货价格，并额外收取进场费、上架费、管理费、店庆费等通道费用；另一方面在与消费者现金交易的同时，延期结算货款，保持企业帐面有大量浮存资金，且库存积压、跌价损失及物流损坏等也由制造厂家承担。 本文从国美的供应链管理入手，首先分析美国快速发展依靠的运行模式与当前的经济、社会环境，其次剖析国美需要与家电生产企业完善合作关系的必然趋势和产生原因，积极探索可持续发展的运营模式——国美生产企业战略联盟的内涵、理论依据、构筑原则和合作营销理念的提出等。在占有大量文献资料的基础上，阅读国美公布的年度资产负债表、现金流量表等获取较新的财务数据和市场份额，利用图形对比等多种方式开展论述，最终提出了符合企业双方利益的双赢模式，具有较强的理论意义和现实意义。 关键词：国美 供应链 合作营销 Abstract Study on the Management of the Product Supply Chainof Gome Electric Appliance CorporationBy diao yonggeDirected by Professor Fan Qiu—fang Abstract‘‘The top 1 00 Chain Corporations of China in 2007’’were issued by China Chain Storeand Franchise Association in March 2008．Their sale volume added up to 1 0，022 billionYuan in 2007，which is 2 1％more than the sales of last year at the non-expanding period andin the sallqe proportion．Among them the sales of the top 1 0 ale up to 5,092 billion Yuanwhich is 50％of the total sales of the top 1 00．Gome Electric Appliance Corporation got thefirst position again with the sales of 1 0．235 billion yuan and 1 020 chain stores．Theconcentration of the chain store industry is increasingly growing．With China’S entry into WTO，our domestic market is wider opened．Best Buy,thebiggest chain appliance corporation of the world，became the holding company of Five Stars Appliance，stepping into the appliance retailing manet of China in advance，Attracted by themarket of China，it overseas investment’S pouring into the appliance retailing market isunavoidable in the following several years and the competition will be more fierce． At present，Gome，depending on its advantage of competition，tries to be bigger andstronger．On one hand，it attracts clients with low prices，drives down