毕业论文-国美电器竞争战略分析研究.docVIP

PAGE 10 国美电器竞争战略分析研究 摘要 目前，国美电器作为一家以经营电器及消费电子产品零售为主的民营企业，已成为中国驰名商标，并已经发展成为中国最大的家电零售连锁企业，位居全球商业连锁22位。在国家商务部公布的2005年中国连锁经营前30强中，国美电器以238.8亿元位列第二，并再次蝉联家电连锁第一名，继续领跑中国家电零售业。因此，对国美研究分析其战略，了解其竞争方法与手段，可以为中国其他民营企业的战略管理提供理论价值和实践价值。在此，我将以国美为例，利用PEST分析法和五种力量竞争模型分析法，对其现有的竞争战略和外部竞争环境、内部自身条件进行分析，针对其所存在的问题制定新的竞争战略,使之保持持久性的竞争优势，长期稳定健康地发展下去。 关键词 国美电器 家电零售连锁企业 竞争战略 竞争优势 Gome competition strategy analysis research Abstract At present, GOME as a consumer operating electrical and electronic products retail consisting mainly of private enterprises, has become a well-known trademark in China, and has become Chinas largest home appliance retail chain enterprises, the worlds top 22 commercial chain. At the national Ministry of Commerce released the 2005 China chain business in the top 30, GOME came to 238.8 billion in second, and again won the home appliance chain first, continuing to lead the Chinese home appliance retail. Therefore, analyzing of its strategy and understanding its competitive means can provide other Chinese private enterprises strategic management theory and practice value. Here, I will take GOME as an example, using the PEST analysis method and five competitive forces model analysis method, to analyze its current competitive strategy and the external competitive environment, internal conditions, aiming at the existing problems in developing new competition strategy, to keep sustainable competitive advantage, long-term stable and healthy development. Key word GOME Household electrical appliance retail chain enterprises Competitive strategy Competitive advantage PAGE 14 目录 TOC \o 1-2 \h \u HYPERLINK \l _Toc2889 引言 PAGEREF _Toc2889 2 HYPERLINK \l _Toc30244 1.国美电器有限公司简介 PAGEREF _Toc30244 2 HYPERLINK \l _Toc9019 1.1公司简介 PAGEREF _Toc9019 2 HYPERLINK \l _Toc686 1.2公司发展历程 PAGEREF _Toc686 2 HYPERLINK \l _Toc24863 2.国美电器发展市场竞争现状分析 PAGEREF _Toc24863 3 HYPERLINK \l _Toc31902 2.1国美电器外部竞争环境分析 PAGEREF _Toc31902 3 HYPERLINK \l _Toc15896 2.2国美电器内部条件分析 PAGE