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论文编号：	430
作者编号：	2120062323
上传时间：	2008/6/11 23:38:04
中文题目：	IT零售行业的连锁经营研究
英文题目：	The Study on IT Retail Chain O
指导老师：	张玉利
中文关键字：	IT连锁经营 供应链管理 物流配
英文关键字：	IT chain operation supply cha
中文摘要：	连锁经营已成为当今商品流通业中最具活力的经营方式，推进连锁经营是我国流通领域带有方向性的一项改革。伴随着零售业业态的不断创新和多样化，连锁经营显示了强大的影响力和生命力，已经成为零售业主要的经营形式。 综观目前的IT零售市场状况，各个IT 卖场的同质化竞争趋势愈加明显，而利润的菲薄又无异于让 IT 卖场的经营雪上加霜。随着竞争的激烈，各个 IT 卖场几乎都在降低成本，加速资金流转上大做文章。强大的实力和卓越的管理已经成为 IT 卖场保持不败并谋求发展的唯一有效途径。 IT连锁卖场的出现，无疑走在了IT零售终端的前沿，是一种必然趋势。它们凭借先进的管理理念、优质的服务，以及新颖的店面形象，引领着IT零售行业不断向前发展。然而，连锁公司的快速发展却已受到制约，关键就在于各公司对连锁店面运营模式的不确定性，考虑后期业态发展模式是否适合自身的发展。很多公司在连锁店面的运营模式上还是处于一边学习一边摸索的阶段。 本文通过借鉴国内外先进的连锁经营理念，同时结合自身在IT行业多年的工作经验，指出IT零售行业的特殊性及目前存在的诸多问题，强调行业实现连锁经营的必要性及其优势。在此基础上进一步对行业实现连锁化过程中的关键问题提出相应的解决方案。首先是作为连锁经营核心管理部分的供应链与物流配送管理，也是连锁经营的基础和重要保证。我国IT连锁零售企业在这方面还十分薄弱，其甚至成为制约IT连锁企业发展的“瓶颈”。据此，对传统的多级渠道供应链体系进行简化，在有效满足复杂多变的需求的同时，也降低了整条供应链的成本；在物流配送方面，强调统一配送的重要性，提出建立“自建物流体系+辅助性物流服务”的新型物流配送模式，以适合IT零售行业特殊性的需要。其次，结合行业特点，对连锁企业全国布局创造性地提出以市场广度覆盖为主、渗透式覆盖为辅；先直营连锁后加盟连锁的有计划分阶段的扩张战略。
英文摘要：	The chain operation has been the most vigorous operating model in the commercial circulation industry. Developing the chain operation is a renovation in China circulation industry. With the continuous innovation and diversification with retail area, the chain operation has showed its strong influence and vigorousness, which has been the main operating way of retail industry. Viewing current IT retail marketing status, the competition of every IT selling market is severe. The poor situation of profit undoubtedly makes IT selling market worse. With the escalating competition, almost every selling market is reducing their cost, and urging the cash turn over. The strong power with outstanding managing ability is the only way for IT sales keeping advantages and continuous development. The presence of IT chain operation model is the front of IT retail business and it is an inevitable trend. With its advanced managing principle, favorable service and new store image, the chain operation model is leading the development of IT retail. However, the rapid development of chain companies already restrained, for the uncertainty and unsuitability is of the operation model. Many companies are still on the way of “Studying and Researching” at the same time. Based on advanced chain operation concepts of domestic and overseas chain businesses, and combining the author’s years of experience in the IT industry, this thesis points out the characteristics and various problems with the current IT retail and emphasizes the need and advantages of chain operation for IT industry. Based on these factors, solutions are brought up to the key problems of the implement of chain operation. First, this thesis refers to the supply chain and logistics distribution management, which are the core parts of chain operation management and also the foundation and important guarantee of chain operation. China’s IT chain retail businesses are still quite weak on this aspect and this weakness has even become the bottle neck for the IT chain businesses’ development. Therefore, the traditional multi-channel supply chain system should be simplified to lower the overall cost of the whole supply chain while efficiently meet the complicated and ever changing demands. In terms of logistics distribution, the importance of unified distribution is emphasized. A new distribution style is proposed, that is, combining self-established distribution system with accessory distribution services, in order to meet the particular demands of the IT retail industry. In addition, based on the features of the IT retail industry, the thesis brings up a creative strategy of the layout and expansion of the IT chain in China, that is, taking wide market coverage as major approach and in-depth market coverage as minor approach and expanding in a planned and step-by-step way from regular chains to franchising.
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