国美电器核心竞争力的研究.docxVIP

目录 1引言 1 2国美电器概况与核心竞争力现状 1 2.1国美电器基本情况 1 2.2国美电器核心竞争力现状分析 2 3国美电器核心竞争力存在的问题 4 3.1产品和服务水平较弱 4 3.1.1产品创新模式单一 4 3.1.2服务能力落后 4 3.2人才管理能力欠缺 4 3.2.1人员整体文化素质普遍偏低 4 3.2.2员工缺乏专业的培训 5 3.3营销渠道不完善 5 3.3.1线上交易平台知名度不高 5 3.3.2忽视小城镇供应 5 3.4品牌文化建设较弱 6 3.4.1品牌建设力不足 6 3.4.2企业文化单薄 6 4国美电器核心竞争力提升对策 6 4.1产品和服务方面 6 4.1.1产品创新 6 4.1.2完善服务体系 7 4.2人才方面 8 4.2.1创造良好的人才发展环境 8 4.2.2注重人才培训，改进员工激励机制 9 4.3经营渠道方面 10 4.3.1加强线上线下的结合 10 4.3.2完善物流系统 10 4.4品牌文化方面 11 4.4.1创新企业文化 11 4.4.2加强品牌建设，打造企业特色品牌 11 5结语 12 TOC \o 1-3 \h \z \u 国美电器核心竞争力的研究 摘要：随着社会的进步和人民生活水平的提高，家电产品在人们的日常生活中扮演着不可或缺的角色。家电行业在我国发展尤为迅速，已经成为竞争最为激烈的行业之一。但是随着全球经济一体化进程的加快，我国的家电企业既要与国外家电巨头对抗，又要与国内同行上演一场场激烈的“战役”。企业在如此竞争激烈的市场环境中如何立于不败之地，如何建立企业自身的核心竞争力形成新的竞争优势是家电企业值得深思的地方。本文以国美电器为研究对象，首先，分析了国美电器的市场现状，指出国美电器在产品、人力、品牌文化、营销等方面存在的问题并提出针对性的策略，对于国美电器充分发挥自身企业的优势有一定的积极意义，同时也对家电行业的健康发展提供了有利的参考建议。 关键词：国美电器；核心竞争力；产品；人力 Research on Gomes Core Competitiveness Abstract：With the progress of society and the improvement of peoples living standards, home appliances play an indispensable role in peoples daily life. Home appliance industry is developing rapidly in China, and has become one of the most competitive industries. However, with the acceleration of the process of global economic integration, Chinas home appliance enterprises should not only fight against foreign home appliance giants, but also stage a fierce battle with their domestic counterparts. In such a competitive market environment, how to be invincible, how to establish the core competitiveness of enterprises to form a new competitive advantage is worth thinking about. This paper takes Gome as the research object. First of all, it analyzes the current situation of Gomes market, points out the existing problems of Gomes products, human resources, brand culture and marketing, and puts forward targeted strategies. It has certain positive significance for Gome to give full play to its own advantages, and also provides beneficial reference and suggestions for the healthy development of the household a