大连国美电器营销策略案例研究

发布时间：2019-02-09 13:06

【摘要】：中国经济在近几年迎来了高速崛起的时代,这为中国的家电零售业企业带来了绝佳的突破机会。但机遇往往和高风险相伴而至,国内家电零售企业如果期望能够长期稳定发展,就必须通过自主创新发展独有的核心竞争力和营销策略,以应对变化莫测的未来市场环境。因受到电商、直营商等对手的冲击,家电销售企业的业绩降幅明显,国美电器也遇到同样的困扰无法自拔,如不能找到合适的营销策略应对当前不利的市场格局,那么不仅是国美电器,整个传统门市家电销售企业都会面临生死存亡的问题,因此国美电器必须使用科学的分析和系统的研究,制定和完善切实可行的市场营销策略,帮助自身走出销售困境,重新步入家电销售的巅峰时代。1987年国美电器在北京立了第一家经营各类家用电器的小店,1993年国美电器统一门店名称、展示方式、售后服务和宣传,建立低成本、可复制的发展模式,形成中国家电零售连锁模式的雏形。现已覆盖全国256个城市,门店1600余家。大连国美电器成立于2003年,12年来大连国美电器不断进行业务拓展、结构调整,现已有涵盖丹东、营口二级分部,共门店29家,年销售额达20亿元,虽然大连国美电器仅是一家分公司,但是具备了国美电器所有的公司职能,主要负责辽宁地区的产品营销、市场环境研究、以及区域性战略制定等工作。大连国美电器由于市场营销策略与当前市场环境不匹配,同时遭受到电商、直营商的联合狙击,销售业绩下滑日益严重,如不尽快开拓有效的营销策略改变逆境,必然对大连国美电器未来的战略发展造成不可估量的负面影响。本文将针对国美电器(大连)目前出现的营销手段失效、销售业绩急剧下滑等问题进行深入研究,首先从国美电器(大连)的发展状况和现行营销策略入手,通过使用科学的市场营销知识和分析工具,彻底的对国美电器(大连)市场策略问题进行分析,找到造成销售业绩下滑、营销手段失效的根本原因所在,采用理论结合实践的方法,提出针对性和实施性较强的市场营销策略的整改措施和建议,从而达到提升大连国美电器市场占有率和盈利能力的目标。同时希望本文中关于国美电器(大连)市场营销策略的研究结果,能对其他家电零售企业在解决同类问题的过程中提供一定的借鉴和帮助作用。
[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.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721.7

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