国美电器营销策略（毕业设计论文doc）.doc

摘要
上世纪80年代以来,连锁经营作为一种新的经营业态迅速发展,并在零售业、餐饮业等服务行业得到普遍应用。中国家电零售连锁业也进入了一个快速发展的时代,在许多家电零售连锁企业中,国美电器依靠“薄利多销,服务争先”的营销策略,稳稳占据了家电零售连锁企业的领导地位,形成了“国美现象”。然而,随着中国家电零售连锁企业的纷纷扩张,国美电器应如何调整自己的营销策略,增强竞争优势,来应对其他家电零售连锁企业的挑战?
本文通过对家电零售连锁行业市场现状的描述,结合国美电器家电零售连锁发展的形势及特点,运用相关理论,发现国美电器营销策略上的不足并对国美电器的产品、价格、渠道和促销营销策略提出了改进建议,以期能为国美电器及其他发展中的家电连锁企业提供一定的参考。
关键词:家电零售连锁企业,国美电器,营销策略
ABSTRACT
The last century since the 80's, chain management as a new business developed rapidly, and in the retail, catering and other service industries are widely used. Chinese home appliance retail chain industry also has entered a rapid development period, in many home appliance retail chain, Gome relied on" small profits and quick turnover, service first" marketing strategy, firmly occupied the home appliance retail chain enterprises in the leading position, forming a " Gome phenomenon". However, as the Chinese home appliance retail chain enterprises have been expanding, Gome should adjust their marketing strategies, petitive advantage, to respond to other home appliance retail chain enterprise challenge?
This article through to the home appliance retail chain industry market current situation, combined with Gome Home appliances retail chain development situation and characteristics, the use of relevant theories, found that Gome marketing strategy deficiencies and of Gome's product, price, channel and promotion marketing strategy and the improvement suggestions are put forward, with a view to Gome and other development the home appliance chain enterprises to provide a certain reference.
Keywords: Household electrical appliance retail chain enterprises,Gome, Marketing strategy
目录
摘要
ABSTRACT
一绪论
(一)选题的背景及意义
(二)国内研究现状
(三)本文研究内容
(四)本文研究方法
二我国家电零售连锁业的市场分析
(一)家电零售连锁业的发展现状
(二)家电零售连锁业的竞争状况分析
三国美电器的营销策略现状
(一)国美电器简介
(二)国美电器市场发展的SWOT分析
1内部优势
2内部劣势
3外部机会
4外部威胁
(三)国美电器的营销策略实施
1产品
2价格
3渠道
4促销
5服务
四国美电器营销策略存在问题及解决对策
(一)国美电器营销策略存在的问题
1增长速度问题
2价格模糊
3产品价格压榨供应商
4品牌危机
(二)解决对策
1门店整合
2明码标价
3战略