First, home appliance chain marketing concept papers s
Marketing is the key link, Gangjumuzhang. Marketing management is a measure of home appliance retail chain enterprise core competitive power and long-term development of key elements of power level. Marketing is one other operation control system is 0, 1, no marketing, and other operational control system and then improve, no matter how high quality operations, will be unable to form a home appliance retail chain enterprises in the competitive force and momentum. Recent years, the electronics retail chain is on the surface of home appliance chain store network layout Competition, in essence, is the level of competition in marketing management. Because the inefficient expansion of the electronics retail chain, the number brought only the growth, but Queshi electronics retail chain to burden. Therefore, the inefficient stores off, stop, and, turn, become a common phenomenon in the retail home appliance chain. If the Competition three years ago, the retail home appliance chain is rapidly expanding, bold courage and strength distribution, then; then the next three years electronics retail chain stores will Competition optimization, bold courage and ability related shops. And marketing management will be replaced in the store optimization and adjustment of Competition stores play an important role in the process.
This we need a brief analysis of inefficient appliances chain network expansion industry background and macroeconomic background. Background There are three main stages of the industry. 1.90 the late start into the Chinese home appliance chain of retail appliance chain network layout of the fast lane, then the situation is a seller’s market matures, appliance manufacturing businesses with low rather thick, Guer in capital and profits for home appliance chain of retail space with strong support and protection; 2,20 century, particularly before 2002, the domestic appliance industry profitability and compensation credit credit capacity was a serious decline in home appliance manufacturing industry that diversification has become increasingly serious consequences of failure, leading home appliance manufacturing fission, mergers, acquisitions, restructuring, the influx of international capital, home appliances manufacturing chaos once again provided an opportunity for the retail home appliance chain. The formation of categories of financial forms, marked the development of home appliance retail chain into highest point. 3,04 to the present, electrical household appliances industry stabilized, home appliance chain industry into the last great period of development of the industry. And home appliance manufacturing industry’s performance at this stage is exactly the same, home appliance chain industry began listing and financing, investment diversification, low efficiency of extensive, rapid expansion, etc., the industry started to enter the non-rational scale of the economic stage. At this stage, home appliance chain industry is also the recurrence of fission, in the collapse of John Winton, Yongle expansion acquisition expansion, five-star transfiguration, Gome acquired Yongle, triple development difficulties, medium and large vested Behind, paraelectric personal survival, compared appliance manufacturing industry, retail industry, home appliance chain shorter period is expected after three years, home appliances and electronics manufacturing chain will synchronize into the rational development of speed beyond the system, confusion attributable to flat, profit before sales, service above all else. Because the Chinese macro-economic background of the gradual change in the RMB revaluation pressure to adjust the money supply contraction inhibiting investment in the overheated economy, real estate industry, the introduction of regulatory policies, the state foreign exchange investment shift, lack of international raw material market for Results, prices, directly on the appliance manufacturing industry, and direct and indirect role in the home appliance retail chain. Appliance retail chain from nutrition, abnormal development, and will gradually nutritional balance, stable development of the transition. One year later, may not need a year, home appliance retail chain in the characteristics of this phase will be gradually brought into light. Concrete will be as follows: 1, electronics retail chain distribution point blank area of diminished or even give up; 2 electronics retail chain stores will be a large number of close losses, or replacement of an adjustment; 3, home appliance chain of retail distribution and manufacturing interests will become more reasonable, operating costs will be substantially lower income, household appliances retail source of profits from sales will be more commission and service income, rather than supply and demand caused by unequal space, advertising revenue and other operating expenses. 4, appliance retail industry competition will be the number of stores, prices, sales volume to a single-store Competition output, loyal customer base, market share, quality of service, price competition, followed by extensive publicity, procurement, marketing, front desk and back-office services to improve, investment, development will become the mainstream of home appliance retail chain.
Therefore, household appliances retail sales management stages of the innovation into each other near competitors, can not form a consistent line of retail enterprises concerned about one thing. Marketing management is the core business is operating; the so-called business, is the home appliance chain of orders, payments, contracts and other procurement operations, product management (including inventory management), price management, marketing, marketing planning, supplier management, customer management, branch management, and home appliances store management, personnel management, and system process improvement and so on.
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