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论文编号：	429
作者编号：	2120062284
上传时间：	2008/6/11 21:29:09
中文题目：	我国家电连锁零售企业竞争互动研
英文题目：	Competitive Interaction Resear
指导老师：	王迎军教授
中文关键字：	家电连锁零售行业　竞争互动 竞
英文关键字：	Household Electric Appliance C
中文摘要：	摘要 我国家电连锁零售行业自80年代以来发展迅猛，正以超常规的发展加速改变整个中国家电流通领域的格局。随着中国家电连锁零售业竞争的加剧和中国家电市场的成熟，我国家电连锁零售企业纷纷加快了自己的发展步伐，以求在这个对手众多、竞争激烈、同时又有着巨大的市场潜力和难得的发展机遇的行业得到生存和发展。近几年来，作为行业仅有的两家全国性品牌，国美、苏宁得到高速发展，企业间的竞争互动发挥了重要作用，已形成国美电器领导、苏宁电器挑战和百思买跟进的竞争互动格局, 呈现出竞争更加激烈、市场争夺更加残酷、销售渠道争夺更加“白热化”的趋势。本文分析了我国家电连锁零售行业的竞争格局以及该行业竞争互动的方式方法，最后分析了家电连锁零售企业竞争互动中的优势演化和家电零售连锁企业竞争力内涵，得出我国家电连锁零售行业竞争优势的研究对策。探究我国家电连锁零售行业可持续发展之路。 本文共分为五章，第一章绪论主要阐述论文选题的背景意义、研究目的、研究方法、研究框架等；第二章主要回顾了竞争互动理论观点，主要是动态竞争理论和超强竞争理论，为以下章节内容打下基础；第三章描述了我国家电连锁零售行业发展特征以及企业竞争格局；第四章从家电连锁企业多纬度的竞争互动行为出发，描述了国美电器与苏宁电器竞争互动的详细过程，剖析当前国内家电连锁行业的竞争互动特征；第五章则主要分析家电连锁行业竞争力表现，以及我国家电连锁零售企业竞争互动中的优势演化。结论部分主要是总结家电连锁零售企业竞争互动带来的结果和影响，家电连锁零售企业面对莫测的厂商博弈激烈的市场竞争，以及外资零售业大军压境的现实， 必须形成自己的核心竞争力，以求在竞争中取得发展。 关键词：家电连锁零售行业　竞争互动 竞争优势演化
英文摘要：	Abstract The chained retail industry of China's household electrical appliance is developing rapidly since 1980s, which is changing Chinese household electrical appliance circulation pattern at a very high speed. As the competition of China's household electrical appliance chained retail enterprises getting more and more serious and the Chinese home appliances market becoming more and more mature, Chinese household electrical appliance chained retail enterprises have accelerated their pace to survive and make development in this field, where there are large numbers of competitors, serious competition, huge potential market and good opportunities. Recent years, Gome and Suing, the two leaders of China's household electrical appliance chained retail enterprises are developing rapidly. As two national brands in this filed, the competitive interaction between enterprises plays an important role, which has resulted in a pattern that Gome is leading this market, Suning is taking the challenges of this market and Best Buy to follow up. In this market, there are more serious competition. Enterprises have to gain more markets and create more sales channels. In this paper, the author is analyzing the competition in China’s household electrical appliance retail chained shops and how to compete and interact in this field. Finally giving an analysis of the evolution from advantage of competition and what is the real competition in China’s household electrical appliance chained retail enterprises and find out how to study on the advantage of competition. This thesis includes six chapters. Chapter 1 states the background, study purpose and method for this paper. Chapter 2 mainly states the interactive competition theory, which is the base of the following statement. Chapter 3 describes the pattern of China's household electrical appliance chained retail business. Chapter 4 describes the details of Gome and Suning’s interactive competition, and find out the characteristics. Chapter 5 forecast the future of household electrical appliance chained retail enterprises and analysize the evolution from advantage of enterprises interactive competition. Chapter 6 gives a summary of the result and influence from interactive competition and come to a conclusion that China’s household electrical appliance chained retail enterprises have to create an famous brand and make difference in order to have a better development in the market with serious competition and the join of foreign enterprises. Key Words: Household Electric Appliance Chain Retail Industry Competitive Interaction Competition Advantage Evolution
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