深圳顺电连锁股份有限公司的核心竞争力研究

本科毕业设计（论文）题目深圳顺电连锁股份有限公司的核心竞争力研究学院经济与管理学院年级2010级专业市场营销班级Y021102学号Y02110203学生姓名陈子阳指导教师陈得兵马军伟职称中级论文提交日期2013-12-12常熟理工学院毕业设计（论文）常熟理工学院本科毕业设计(论文)诚信承诺书本人郑重声明：所呈交的本科毕业设计(论文)，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。本人签名：日期：常熟理工学院本科毕业设计(论文)使用授权说明本人完全了解常熟理工学院有关收集、保留和使用毕业设计(论文)的规定，即：本科生在校期间进行毕业设计(论文)工作的知识产权单位属常熟理工学院。学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许毕业设计(论文)被查阅和借阅；学校可以将毕业设计(论文)的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编毕业设计（论文），并且本人电子文档和纸质论文的内容相一致。保密的毕业设计(论文)在解密后遵守此规定。本人签名：日期：导师签名：日期：常熟理工学院毕业设计（论文）I深圳顺电连锁股份有限公司的核心竞争力研究摘要九十年代中后期以来,中国家电零售业呈现了快速的发展态势，家电零售连锁企业竞争激烈，企业在价格战和盲目扩张的漩涡中挣扎。在这种粗放式的经营环境中如何提升企业的核心竞争力、保持竞争优势，成为家电零售业的一大难题。深圳顺电是国内区域家电零售企业的代表，运用其特有的企业优势，定位高端市场，取得了不错的销售成绩，保持着高速的发展势头。本文先分析了顺电的内外部竞争环境，为顺电做了内外部评价分析，重点研究了顺电核心竞争力的建立过程，包括顺电在企业定位以及以“顾客为中心”的体验式卖场营销的管理活动，并通过案例对顺电在建立核心竞争力过程中取得的效果进行了分析。本文整理分析了顺电在建立其核心竞争力过程中的一些优缺点，提出了从发展概念门店、保持健康发展、拓宽融资渠道、发展线上业务等几个方面的改进建议。关键词：深圳顺电家电连锁核心竞争力竞争策略常熟理工学院毕业设计（论文）IICoreCompetitivenessChainCo.,Ltd.,ShenzhenSundanAbstractSincethelatenineties,theChinesehomeapplianceretailindustryshowedarapiddevelopmentmomentum,theintensecompetitioninthehomeapplianceretailchainenterprises,businessesstrugglinginapricewarandtheblindexpansionofthewhirlpool.Insuchanextensivebusinessenvironmenthowtoenhancethecorecompetitivenessofenterprisestomaintainacompetitiveadvantage,becomeamajorproblemapplianceretailindustry.ShenzhenSundanregiononbehalfofthedomestichomeapplianceretailers,usingitsuniquebusinessadvantage,targetinghigh-endmarket,andachievedgoodsalesperformance,maintainarapiddevelopmentmomentum.ThisarticlefirstanalyzesSundan’sinternalandexternalcompetitiveenvironment,dointernalandexternalevaluationofSundananalysis，focusingonSundan’scorecompetitivenessoftheprocessofestablishing,includingSundanincorporatepositioningandcustomer-centricexperience-storemarketingmanagementactivitiesandresultsthroughacaseofSundanmadeintheprocessofestablishingcorecompetenciesareanalyzed.ThispaperanalyzestheSundanfinishingbuildingitscorecompetenciesinthecourseofsomeoftheadvantagesanddisadvantagesfromtheproposeddevelopmentconceptstores,maintainingahealthydevelopment,improvementsuggestionstobroadenthefinancingchannelsforseveralaspectsofthedevelopmentoftheonlinebusiness.Keywords：ShenzhenSundan；Homeappliancechain；Corecompetencies；Competitivestrategies常熟理工学院毕业设计（论文）III目录1绪论·························································································11.1研究背景和意义·······················································································11.1.1研究背景··························································································11.1.2研究意义··························································································11.2国内外研究现状与评价··············································································21.2.1国内外研究现状·················································································21.2.2研究评价··························································································51.3研究内容和研究方法·················································································61.3.1研究内容··························································································61.3.2研究方法··························································································62深圳顺电连锁股份有限公司的竞争环境分析······································72.1深圳顺电连锁股份有限公司简介··································································72.2顺电的内外部竞争环境分析········································································82.2.1顺电的外部因素评价分析·····································································82.2.2顺电的内部因素评价分析···································································113顺电核心竞争力分析与确定··························································153.1差异化产品结构，侧重个性化需求·····························································153.1.1“新、奇、特”的消费电子组成··························································153.1.2家电卖场的“音响专卖店”·······························································153.1.3健康家居产品与家电卖场的结合·························································163.2以“顾客为中心”的全程体验式购物··························································163.2.1高度标准化的卖场设计······································································163.2.2独特的品类管理···············································································163.2.3员工管理与无倾向性服务···································································173.2.4家电零售卖场的服务标杆···································································173.3健康的集约化扩张··················································································183.3.1集约化的门店扩张············································································183.3.2以高端定位为导向的选址···································································19常熟理工学院毕业设计（论文）IV4顺电的竞争劣势与提升策略··························································194.1顺电的竞争劣势···················································································