CB集团电器连锁发展经营战略研究

发布时间：2018-04-03 07:00

本文选题：CB集团电器连锁　切入点：区域性连锁　出处：《重庆理工大学》2014年硕士论文

【摘要】：经过十几年的超常规扩张后，中国家电零售连锁行业步入一个全新的变革、转型升级期。当前，中国的家电零售连锁行业呈现出全国性连锁垄断、区域性连锁劣汰、电商渠道强势崛起、混合业态跨界渗透等多元化、转型升级的激烈竞争格局。作为多元化竞争格局中重要的一极，区域性连锁在激烈的行业竞争中整体上处于优胜劣汰、稳固防守、伺机发展的态势。CB集团电器（以下均简称为CB电器）是中国区域性家电连锁企业的重要代表，2012年位居全国家电连锁销售额前十强第六名。目前，CB电器正受到行业竞争加剧，经营环境复杂化、发展模式单一、持续增长乏力等问题的困扰。在新的竞争形势下，如何制定科学的发展战略，再续辉煌，是CB电器必须解决的关键问题。融合家电连锁经营和战略管理理论，综合运用PEST、SWOT、五力模型等分析工具，深入研判CB电器面临的内外部发展环境和市场竞争态势，提出与国美、苏宁两个全国性连锁企业在西南地区竞争中采取在规模扩张基础上的差异化竞争的发展战略。CB电器需要在人才、组织架构、物流系统、信息平台、战略合作、品牌整合与推广、资金支持和风险防范等方面做好工作，全面推行精细化运营提升公司运营质量和规模效应；发挥好百货、超市、电器多业态整合后的互动组合优势，在营销、扩张、多元运作上打造独特的竞争力；对内进一步完善核心区域的战略防守链，对外加快向二、三、四级市场渗透，积极拓展西南区域市场，扩大整体规模和战略纵深；积极依托CB公司（为CB电器母公司）电商战略的启动，开辟电商领域，，打造复合渠道，丰富竞争途径，扩展生存与发展空间。论文分为七个部分。第一部分为研究背景、目的及意义；第二部分为相关理论概述；第三部分为CB电器外部环境分析；第四部分为CB电器内部环境分析；第五部分对CB电器的经营发展进行SWOT分析；第六部分提出CB集团电器连锁经营的未来发展战略及保障措施；第七部分为结论。
[Abstract]:After more than ten years of extraordinary expansion, China's household appliance retail chain industry has stepped into a new transformation and upgrading period.At present, the domestic appliance retail chain industry in China presents a fierce competition pattern of national chain monopoly, regional chain survival, strong rise of e-commerce channels, cross-border penetration of mixed business, and transformation and upgrading.As an important pole in the pluralistic competition pattern, regional chains in the fierce competition in the industry as a whole in the survival of the fittest, solid defense,CB Group Electrical Appliances (hereinafter referred to as CB Electrical Appliances) is an important representative of China's regional household appliance chain enterprises. In 2012, it ranked sixth among the top 10 domestic appliance chain sales in China.At present, CB electric appliance is beset by such problems as intensified competition, complicated operating environment, single development mode and weak sustained growth.In the new competitive situation, how to formulate scientific development strategy and continue the brilliance is the key problem that CB Electric must solve.Combining the theory of household appliance chain operation and strategic management, synthetically using the tools of PEST-SWOT, five-force model and other analytical tools, this paper makes a thorough study of the internal and external development environment and market competition situation faced by CB electrical appliances, and puts forward a proposal with Gome.Su Ning two national chain enterprises adopt the development strategy of differentiation competition on the basis of scale expansion in Southwest China. CB Electrical Appliance needs talents, organizational structure, Logistics system, Information platform, Strategic Cooperation, Brand Integration and Promotion.We should do a good job in the aspects of capital support and risk prevention, comprehensively carry out fine operation to enhance the company's operation quality and scale effect, give full play to the interactive combination advantages after the integration of department stores, supermarkets and electrical appliances, and expand in marketing and expansion.Build unique competitive power in multiple operation, perfect the strategic defense chain of the core region further, speed up the penetration to the second, third and fourth level market outside, actively expand the southwest regional market, expand the overall scale and strategic depth;Actively rely on CB (CB Electric parent company) e-commerce strategy, open up the field of e-commerce, create a composite channel, enrich the way of competition, expand the space for survival and development.The paper is divided into seven parts.The first part is the research background, the purpose and the significance; the second part is the related theory overview; the third part is the CB electric appliance external environment analysis; the fourth part is the CB electrical appliance internal environment analysis; the fifth part carries on the SWOT analysis to the CB electric appliance management development;The sixth part puts forward the future development strategy and safeguard measures of CB Group's electrical chain operation, the seventh part is the conclusion.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F721.7;F272

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