【摘要】：中國(guó)經(jīng)濟(jì)在近幾年迎來了高速崛起的時(shí)代,這為中國(guó)的家電零售業(yè)企業(yè)帶來了絕佳的突破機(jī)會(huì)。但機(jī)遇往往和高風(fēng)險(xiǎn)相伴而至,國(guó)內(nèi)家電零售企業(yè)如果期望能夠長(zhǎng)期穩(wěn)定發(fā)展,就必須通過自主創(chuàng)新發(fā)展獨(dú)有的核心競(jìng)爭(zhēng)力和營(yíng)銷策略,以應(yīng)對(duì)變化莫測(cè)的未來市場(chǎng)環(huán)境。因受到電商、直營(yíng)商等對(duì)手的沖擊,家電銷售企業(yè)的業(yè)績(jī)降幅明顯,國(guó)美電器也遇到同樣的困擾無法自拔,如不能找到合適的營(yíng)銷策略應(yīng)對(duì)當(dāng)前不利的市場(chǎng)格局,那么不僅是國(guó)美電器,整個(gè)傳統(tǒng)門市家電銷售企業(yè)都會(huì)面臨生死存亡的問題,因此國(guó)美電器必須使用科學(xué)的分析和系統(tǒng)的研究,制定和完善切實(shí)可行的市場(chǎng)營(yíng)銷策略,幫助自身走出銷售困境,重新步入家電銷售的巔峰時(shí)代。1987年國(guó)美電器在北京立了第一家經(jīng)營(yíng)各類家用電器的小店,1993年國(guó)美電器統(tǒng)一門店名稱、展示方式、售后服務(wù)和宣傳,建立低成本、可復(fù)制的發(fā)展模式,形成中國(guó)家電零售連鎖模式的雛形�，F(xiàn)已覆蓋全國(guó)256個(gè)城市,門店1600余家。大連國(guó)美電器成立于2003年,12年來大連國(guó)美電器不斷進(jìn)行業(yè)務(wù)拓展、結(jié)構(gòu)調(diào)整,現(xiàn)已有涵蓋丹東、營(yíng)口二級(jí)分部,共門店29家,年銷售額達(dá)20億元,雖然大連國(guó)美電器僅是一家分公司,但是具備了國(guó)美電器所有的公司職能,主要負(fù)責(zé)遼寧地區(qū)的產(chǎn)品營(yíng)銷、市場(chǎng)環(huán)境研究、以及區(qū)域性戰(zhàn)略制定等工作。大連國(guó)美電器由于市場(chǎng)營(yíng)銷策略與當(dāng)前市場(chǎng)環(huán)境不匹配,同時(shí)遭受到電商、直營(yíng)商的聯(lián)合狙擊,銷售業(yè)績(jī)下滑日益嚴(yán)重,如不盡快開拓有效的營(yíng)銷策略改變逆境,必然對(duì)大連國(guó)美電器未來的戰(zhàn)略發(fā)展造成不可估量的負(fù)面影響。本文將針對(duì)國(guó)美電器(大連)目前出現(xiàn)的營(yíng)銷手段失效、銷售業(yè)績(jī)急劇下滑等問題進(jìn)行深入研究,首先從國(guó)美電器(大連)的發(fā)展?fàn)顩r和現(xiàn)行營(yíng)銷策略入手,通過使用科學(xué)的市場(chǎng)營(yíng)銷知識(shí)和分析工具,徹底的對(duì)國(guó)美電器(大連)市場(chǎng)策略問題進(jìn)行分析,找到造成銷售業(yè)績(jī)下滑、營(yíng)銷手段失效的根本原因所在,采用理論結(jié)合實(shí)踐的方法,提出針對(duì)性和實(shí)施性較強(qiáng)的市場(chǎng)營(yíng)銷策略的整改措施和建議,從而達(dá)到提升大連國(guó)美電器市場(chǎng)占有率和盈利能力的目標(biāo)。同時(shí)希望本文中關(guān)于國(guó)美電器(大連)市場(chǎng)營(yíng)銷策略的研究結(jié)果,能對(duì)其他家電零售企業(yè)在解決同類問題的過程中提供一定的借鑒和幫助作用。
[Abstract]:In recent years, the Chinese economy has ushered in the era of rapid rise, which has brought great breakthrough opportunities for Chinese household appliance retailing enterprises. But the opportunity often comes with the high risk. If the domestic household appliance retailing enterprises expect to develop steadily for a long time, they must develop their unique core competitiveness and marketing strategy through independent innovation, in order to cope with the unpredictable future market environment. As a result of the impact of e-commerce, direct business and other competitors, the decline in the sales performance of home appliances enterprises is obvious. Gome also encountered the same problems and could not extricate itself, such as the inability to find a suitable marketing strategy to cope with the current adverse market pattern. Well, not only Gome, but also the whole traditional sales enterprises of household appliances will face the problem of life or death. Therefore, Gome must use scientific analysis and systematic research to formulate and perfect feasible marketing strategies. In 1987, Gome set up the first small store in Beijing to operate all kinds of household appliances. In 1993, Gome unified store name, display mode, after-sales service and publicity. To establish a low-cost and replicable development model to form the prototype of the retail chain model of Chinese household appliances. Now covers 256 cities in the country, more than 1600 stores. Dalian Gome was founded in 2003. In the past 12 years, Dalian Gome has continued to expand its business and adjust its structure. It has now covered Dandong and Yingkou secondary branches, with 29 stores with annual sales of 2 billion yuan. Although Dalian Gome is only one branch, it has all the functions of Gome, mainly responsible for product marketing, market environment research and regional strategy formulation in Liaoning. Due to the mismatch between the marketing strategy and the current market environment, Dalian Gome has been attacked jointly by e-commerce and direct operators, and its sales performance is declining increasingly, such as not opening up an effective marketing strategy to change adversity as soon as possible. Will inevitably cause incalculable negative impact on the future strategic development of Dalian Gome. This article will carry on the thorough research to the Gome electric appliance (Dalian) at present appears the marketing means to be invalid, the sale achievement drops sharply and so on question, first from the Gome electric appliance (Dalian) development condition and the present marketing strategy, Through the use of scientific marketing knowledge and analysis tools, thorough analysis of the Gome (Dalian) market strategy, to find out the root cause of the decline in sales performance, marketing tools failure, By using the method of combining theory with practice, this paper puts forward the corrective measures and suggestions of marketing strategy with strong pertinence and implementation, so as to achieve the goal of improving the market share and profitability of Dalian Gome. At the same time, it is hoped that the research results of the marketing strategy of Gome (Dalian) in this paper can provide some reference and help to other household appliances retailing enterprises in the process of solving the similar problems.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F721.7

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