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论文编号：	1942
作者编号：	2120082393
上传时间：	2010/5/18 11:57:04
中文题目：	以客户为中心的我国大型家电连锁企业与手机直供供应商合作经营策略研究
英文题目：	Customer-oriented cooperation model between the powerful chain stores for home compliance and their telephone suppliers
指导老师：	林润辉 教授
中文关键字：	顾客利益代言；手机直供供应商与家电连锁企业；合作经营策略
英文关键字：	customers’ interest representing， cell phone supplier and chain retailer， cooperation
中文摘要：	随着我国无线通讯网络的不断发展，以及人们对于即时通讯需求的不断升级，手机已经成为人们日常生活中非常重要的电器产品，中国手机用户已经超过7亿。然而，在消费者协会受理的产品投诉中，关于手机的投诉一度连续七年位居第一。手机供应链的发展还没有达到用户对手机产品和服务的要求。 手机产品与其它传统家电产品有着大的差别。手机功能多且复杂，用户熟悉使用需要较长的时间，手机使用周期短，并且非一次性消费，在购买手机之后用户还要进行二次消费，再加上手机已成为不少消费电子产品的替代品等种种特性，面向手机用户的产品和服务需要有针对性地改进。 近几年来，随着我国商品经济的不断发展，大型家电连锁企业逐渐成为了我国非常重要的家用电器终端零售渠道，大型家电连锁企业的发展不但给广大消费者带来了更低的价格，而且带来了更为优质的服务。然而，大型家电连锁企业并没有明显地针对手机品类与手机供应商建立起客户导向的经营模式。一来是由于，大型家电连锁企业与手机供应商都只顾自己利益，没有将顾客的利益作为供应链合作的基础。二来是由于，我国家电连锁销售模式发展时间仍然较短，而连锁卖场中销售品类又几乎涵盖了所有的家用电器，家电连锁企业与手机供应商都没有将更多的精力投入到手机品类合作经营策略中。 本文采用理论联系实际的方法，一方面基于定性的理论研究成果，另一方面应用案例加以说明。首先，文章阐述了我国手机行业现状以及市场对供应链的要求，其次，阐述了我国大型家电连锁企业与手机直供供应商的合作现状，并从手机直供供应商不能以客户利益为中心进而导致的零供权利失衡进行了分析，接着文章最后通过前文的理论基础和实践分析，提出了以客户为中心的大型家电连锁企业与直供手机供应商的合作策略。最后通过对几个案例的研究进行说明，并分析了大型家电连锁企业与直供手机供应商合作成功的因素。
英文摘要：	The Chinese wireless communication is developing rapidly， along with the ever growing requirements on communication devices. Today mobile phone is already an important device for people’s daily life. It is over 700，000，000 people are cell phone users in China. Yet people keep complaining – cell phone has been the No. 1 object for complaining for 7 years in the Consumers’ Association. We can see that the supply chain of mobile phone has still a long way to go to meet people’s requirement. Cell phone is quite different from other compliance on that it is multifunctional， needs longer period to handle but serves a shorter life. It is not a one-time consumption for people needs further service after buying a cell phone. In fact， cell phone is replacing various electronic entertain devices. For the reasons set forth， the sale service of portable cell phone need to be improved specifically. Today， a couple of powerful chain stores are becoming the most important retail place for home compliance. It brings people not only the lower prices， but also the better services. Unfortunately, this kind of retailers does not establish a customer-oriented cooperation model with the manufacturers. One of the reasons is that neither of the two parties takes the customer’s requirements into consideration， which， in the reality， is occupied by the concern of their own. The other is the fact that the cooperation between the suppliers and the chain-retailers is still a short history. To make things worse， the market deals with nearly all the electric compliances items， so they do not have any more spare time to optimize the operation strategy. The essay is composed under guidance of the theory. At the meanwhile; a number of practical cases were employed to make things clear. The composer arranges the argument in this sequence: firstly is the industry profile and peoples requirement on the supply chain. Then comes the cooperation reality between the compliance retailers and cell phone suppliers. The supplier can not provide customer-oriented service， causing a loss of balance between the retailers and the suppliers. By analyzing the cases and the theory， the way-out strategy is presented. Then a couple of successful cases was studied to illustrate the key factors which affect the cooperation between cell phone suppliers and the retailers.
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