迁徙国美电器发展战略.docVIP

安徽大学江淮学院 本科毕业论文（设计） 题　　目：　 　浅析国美电器发展战略_______ 学生姓名：　 虞慎华　 学号： JE084023 系 别：　 管理系 　 　 专业： 工商管理 入学时间：　 二〇〇八　　　　年　　　 九　　月 导师姓名：　　潘金刚 职称/学位：副教授/硕士 浅析国美电器发展战略 摘　要 随着国民经济的快速发展,居民的生活水平和购买力显著提升,我国的家电产业得到了飞速的发展,家电零售行业也随之迎来了绝佳的契机,尤其是诸多家电连锁企业,凭借着先进的理念和模式取得了举世瞩目的成绩。不过随着我国国内的家电零售市场的竞争日趋白热化,行业整合的日趋加快,对于众多的家电零售企业来说,中国市场不光代表着机遇,同时也蕴含着挑战,同时也要求各企业对我国目前的家电连锁零售市场和行业进行重新的审视和判断,以应对竞争和把握机遇。本文通国美电器公司外部环境和内部环境的分析，总结了公司面临的机会和威胁，优势和劣势，提出了公司的战略目标。明确指出，公司短期应该采取市场开发、市场渗透、产品开发、横向一体化战略，增强竞争优势，实现战略目标。指出国美电器的竞争战略应该采取集中成本领先战略。为了保障总体发展战略和竞争战略的实现，还制定了相关管理措施。通过国美的发展战略研究，明确公司的战略目标，确定公司总体战略，竞争战略及其相关管理措施，通过战略实施，提高企业竞争力，实现公司可持续发展。 关键词：战略管理;家电零售;营销战略;核心竞争力 According to the Gome Development Strategy Abstract Along with the rapid economic development, the residents living standard and improve purchasing power, electrical appliance industry of our country have developed rapidly, home appliance retail industry has ushered in the perfect opportunity, especially many home appliances chain, with advanced concept and mode has achieved remarkable results. But as Chinas domestic household appliance retail market competition is becoming the white-hot, and consolidation in the industry is speeding up, for many of the appliances retail enterprise, it not only represents the Chinese market opportunities, but also contains the challenge, which also required the enterprise of our countrys current home appliance to a retail chain market and industry to look at and judge the, in order to cope with competition and grasp the opportunity. This article through gome company internal and external environment of the environment is analyzed. The company is facing opportunities and threats, advantage and disadvantage, puts forward the strategic goal of the company. Explicitly pointed out that the short-term should take the market development, market penetration, product development, horizontal integration strategy, and enhance the competitive advantage, strategic objectives. By comparing potter three basic genera