国美电器新型厂商关系构建的研究

《国美电器新型厂商关系构建的研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、ABSTRACTGome舀．oup，foundedin1987,hasbeenexpandingrapidlyinrecentyears·Itoccupysthefifstplaceinthetop100ofchinachain—storeoperationsduetoitstotalsaIesrcached86．93billionyuan(2006)．Ononehand，Gomeisthebiggestsellerofmallvhouseholdappliancemanufacturers；Ontheotherhand，contradictionco

2、nflictsb咖eenGomeandmanufacturersoccursnowandthen．Gome'sstoresuninterruptedincrease。andmanufacturers’profitsdecreasecontinuallyAsthemostimportanttwolinks，thetenserelationshipbetweenmanufacturersandretailersisaabnormalphenomenon．Itaffectsdirectlythetwoparties。continuedandhealthyde

3、velopmentandevenprobablywenttounimaginableopposite，Especiallyinthebackgroundofchina'sretailingmarketopeningomnibearinglytoforeigncapitalandforeignmagnateofretailinggetintooneafteranother．Gomewillnotonlylosesuperioritybutalsobefacedwithhugeoperatingrisk．So，solvingthecontradiction

4、betweenmanufacturerandretaileraswdlasconstructnewtypefactory-traderrelationship，eithertallyingwiththelong—terminterestsofGomeorbenefitingtototalhouseholdappliancesindustry’Sdevelopment，andfurthermore，hashighreferencevaluetochain．storeretailersofotherindustries．hathisthesistheaut

5、horstartswithanalysingontheproblemsthatexistinginGome'sfactory—traderrelationship．First,clarifiesthenecessityofconstructingneWtypefactory。traderrelationship．Andthen，applysthetheoriesofsupplychainmanagementandstrategicalliance,putsforwardthemodesandbisicprinciplesofGometoconstruc

6、tnewtypefactory—traderrelationship．Finally,foundsthethoughtthatregardestablishingstrategicallianceasmainmodeforconstructinglleWtypefactory-traderrelationship．FocalpointofthethesisisdiscussingfiveinterrelatedoperatingaspectsthataroundestablishingstrategicallianceforGome：changingp

7、rofitpattern，establishingtrustmechanism，mergingsupplychainvocationalworkprocess，factory-tradercoordinatedmarketingandcreatingcustomervaluetogether．Fromthis，Gomewillconstructnewtypefactory-traderrelationship，avoidrisks,wincompetitiveadvantagesandforgeaheadtowardheathydevelopmenti

8、nthenottoodistantfuture．Keywords：Manufacturer,R