苏宁电器运营模式分析研究论文

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1、毕业实习报告题目：苏宁电器经营模式研究分析专业：工商企业管理准考证号：032113300005姓名：刘丽芳指导教师：陈捷娜2013年08月08日目录摘要┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉1一、引言┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（一）研究背景┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（二）研究方法┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2二、连锁经营的理论基础┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（一）连锁经营的概念┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（二）连锁

2、经营的特点┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉2（三）SWOT分析法┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3三、中国家电零售行业发展现状┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3（一）行业发展历程┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉3（二）中国电器零售行业的优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉41、规模优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉42、信息优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉43、成本优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉44、专业化优势┉┉┉┉┉┉┉┉┉

3、┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉55、价格优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉56、便利性和品牌认知优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉57、抗风险能力强┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉5（三）中国电器零售行业的劣势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉61、规范性不足,连而不锁四┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉62、技术落后,管理低效┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉63、供应链中物流质量低┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉64、零售商与供应商关系紧张┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉

4、┉65、市场定位模糊,产业内竞争激烈┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉66、资源制约┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6四、苏宁电器连锁经营模式的概况┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉6（一）苏宁电器公司概述┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉7（二）苏宁电器经营模式┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉71、3C的理解和特点┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉72、非主营业务利润模式┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉8（三）经营模式总结┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9五、苏宁电器连锁经营

5、模式的SWTO分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9（一）外部环境分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉91、机会┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉92、威胁┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉9（二）内部环境分析┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉101、优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉102、劣势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉11六、完善苏宁电器连锁经营模式的对策建议┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12（一）开辟新市场┉┉┉┉┉┉┉┉┉┉

6、┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉121、继续开辟国内发展农村市场┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉122、开辟国际市场┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12（二）推动前台和后台协商问题的解决┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12（三）业务运营和资本经营理性互动优势┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉12（四）模式的变革和组织的优化上进行同步开展┉┉┉┉┉┉┉┉┉┉┉┉13（五）针对解决苏宁网络商城问题的措施┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉131、苏宁网上商城的论坛改善┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉132、提升顾客网上购物的体验感┉┉┉┉┉┉┉┉┉┉┉┉┉

7、┉┉┉┉┉┉133、合理定价线上线下齐发展┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13七、结束语┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉13参考文献┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉15谢辞┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉┉16摘要随着人们生活水平的不断提高，对于生活质量的要求也越来越高，家电产品已成为我国广大人民群众生活质量提高的一个重要标志，家电行业目前正在转型升级，新技术、新工艺、新产品不断面世，家电销售市场随着家电产品的更新换代，也处在蓬勃发展的时期