苏宁电器经营模式研究分析.docVIP

毕业实习报告 题 目：苏宁电器经营模式研究分析 专 业： 工商企业管理 2013年 0 目录 摘要┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉1 一、引言┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（一） 研究背景┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2 （二） 研究方法┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2 二、连锁经营的理论基础┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2 （一） 连锁经营的概念┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2 （二） 连锁经营的特点┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2 （三） SWOT分析法 ┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3 三、中国家电零售行业发展现状┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3 （一）行业发展历程┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3 （二） 中国电器零售行业的优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉4 1、规模优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉4 2、信息优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉4 3、成本优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉4 4、专业化优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉5 5、价格优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉5 6、便利性和品牌认知优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉5 7、抗风险能力强┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉5 （三） 中国电器零售行业的劣势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 1、规范性不足, 连而不锁四┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 2、技术落后, 管理低效┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 3、供应链中物流质量低┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 4、零售商与供应商关系紧张┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 5、市场定位模糊, 产业内竞争激烈┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 6、资源制约┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 四、苏宁电器连锁经营模式的概况┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6 （一）苏宁电器公司概述┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉7 （二）苏宁电器经营模式┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉7 1、3C的理解和特点┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉7 2、非主营业务利润模式┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉8 （三）经营模式总结┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9 五、苏宁电器连锁经营模式的SWTO分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9 （一）外部环境分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9 1、机会┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9 2、威胁┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9 （二）内部环境分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉10 1、优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉10 2、劣势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉11 六、完善苏宁电器连锁经营模式的对策建议┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 （一）开辟新市场┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 1、继续开辟国内发展农村市场┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 2、开辟国际市场┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 （二）推动前台和后台协商问题的解决┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 （三）业务运营和资本经营理性互动优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12 （四）模式的变革和组织的优化上进行同步开展┉┉┉┉┉┉┉┉┉┉┉┉13 （五）针对解决苏宁网络商城问题的措施┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13 1、苏宁网上商城的论坛改善┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13 2、提升顾客网上购物的体验感┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13 3、合理定价线上线下齐发展┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13 七、结束语┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13 参考文献 ┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉15 谢辞 ┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉16 摘要 随着人们生活水平的不断提高，对于生活质量的要求也越来越高，家电产品已成为我国广大人民群众