HM电器发展战略研究

发布时间：2018-06-28 10:55

本文选题：HM电器 + 区域家电连锁　；参考：《郑州大学》2017年硕士论文

【摘要】：现阶段我国的家电行业已经进入成熟期,特别是在家电下乡、以旧换新、节能补贴等国家补贴政策期以后,彩电、冰箱、洗衣机、空调等大家电品类近几年都维持低速增长;同时市场竞争还在进一步加剧,产品同质化多、依赖价格手段、促销活动频繁、毛利水平下降。目前家电流通企业都在纷纷寻求转型发展,线上如京东和天猫等电商平台在探索发展线下服务站;线下商城包括综合商超、家电连锁店、家电专卖店等也在探索互联网结合发展线上交易等。我国区域家电连锁企业在过去的十年里经历了黄金发展期,在家电流通环节占据着重要份额和地位,HM电器就是区域家电连锁优秀企业之一。它一方面充分发挥了当地资源优势和灵活性优势,在所在地市场都建立了市场地位、良好口碑和用户信任;另一方面又具备了连锁经营管理水平,在同城多店、统购分销、统一形象、统一运营、系统远程管理、集中配送和服务标准化等环节,有着很高的运营效率。区域家电连锁企业在促进地方经济发展、提供就业岗位、提供优质家电销售和服务等方面都做出了重要贡献。然而面对当前的复杂竞争环境,如何充分发挥自身优势、整合各方资源、提高商品流通效率、改善经营效益、建立企业核心竞争力、实现持续发展,是当前面临的关键问题。本文以HM电器为研究对象,在搜集和阅读大量的文献资料之后,结合PEST分析、波特五力模型分析、SWOT分析等战略管理的理论知识,深入分析了当前市场环境和HM电器自身现状,提出了HM电器的战略选择、战略目标、战略实施,对其他家电流通企业也具有借鉴价值。
[Abstract]:At this stage, the household appliance industry in our country has entered a mature period, especially after the period of national subsidy policy, such as going to the countryside, replacing the old with the new, energy saving subsidies, etc., the categories of large household appliances such as color TV, refrigerator, washing machine, air conditioning and so on have maintained low speed growth in recent years; At the same time, the market competition is further intensified, product homogenization, relying on price means, frequent promotional activities, gross profit level decline. At present, home appliance circulation enterprises are looking for transformation and development in succession. Online e-commerce platforms such as JingDong and Tmall are exploring off-line service stations; offline shopping malls include integrated commercial superstores, home appliance chains, etc. Home appliances stores and so on are also exploring the Internet combined with the development of online transactions and so on. China's regional household appliance chain enterprises have experienced a golden development period in the past ten years. HM electrical appliance is one of the excellent regional household appliance chain enterprises in the circulation of household appliances which occupies an important share and position. On the one hand, it has brought into full play the advantages of local resources and flexibility, and it has established a market position in the local market, with good reputation and user trust; on the other hand, it also has the level of chain operation and management, and buys and distributes all of its stores in the same city. Unified image, unified operation, system remote management, centralized distribution and service standardization have high operational efficiency. Regional household appliance chain enterprises have made important contributions in promoting the development of local economy, providing jobs, providing high quality household appliances sales and services. However, facing the current complex competitive environment, how to give full play to its own advantages, integrate all kinds of resources, improve the efficiency of commodity circulation, improve the operating efficiency, establish the core competitiveness of enterprises, and realize sustainable development are the key problems. This paper takes HM electric appliance as the research object, after collecting and reading a lot of documents, combining with the theory knowledge of strategic management, such as pest analysis, Porter's five-force model analysis and SWOT analysis, deeply analyzes the current market environment and the present situation of HM electric appliance itself. The strategic choice, strategic goal and implementation of HM electric appliance are put forward, which can also be used for reference by other household appliance circulation enterprises.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F272

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