Chain operation has been already regarded as the mainstream of the retail business the extensive application of the retailer all around the world, electrical home appliances as of our country chain important component that deal in professional chain, develop in the retail field of electrical home appliances rapidly. Since later stage of 1990s, with Guo Mei, Su Ning, San Lian a dark horse for nationwide electrical home appliances of representative, break the pattern of the marketing channel of traditional electrical home appliances taking department store as main representative gradually, become the fresh combatants in our national electric retail business. Electrical home appliances professional chain rely on oneself rich capital capability and huge chain business scale, come out top in the retail market of electrical home appliances rapidly, become and have one party ruling strength. This text through go on dissecting deeply to Guo Mei case, summarize Guo Mei electrical appliance in electrical home appliances chain main competition advantage under the management mode mainly, it is that a kind of effectual electrical home appliances with very strong competitiveness sell the mode to prove the chain operation of electrical home appliances.
This text is mainly divided into four parts: Part one analyzed and starts with from the chain operation theory, through analyzing concept and form of chain operation, summarize chain operation commercial essential characteristic of mode , explain for ensuing chapters Guo Mei chain operation do foreshadowing; Part two describe Guo Mei electrical appliance chain operation overview from three respect, key analysis Guo Mei chain reason that management mode appear; Part three it is a key content herein, through carrying on key analysis, comparing with the marketing channel of the traditional electrical home appliances to the Guo Mei with data, materials, summarize the Guo Mei as six competition advantages obtained of professional chain of electrical home appliances; Part four summarize the characteristic of Guo Mei chain management mode on the analysis of preceding paragraphs, foundation that expound the fact, ectrical home appliances will not become our country that a kind of successful electrical home appliances marketing channel mode and new electrical home appliances circulation represented by professional chain of electrical home appliances will not become our country t to obtain the chain operation of electrical home appliances Conclusion of pillar strength in retail trade of electrical home appliances comes.
Key words: Chain operation Competition advantage Marketing channel
Guo Mei electrical appliance