Study On Constructing New Type Factory-trader Relationship Of Gome Appliances Company

Gome group, founded in 1987, has been expanding rapidly in recent years. It occupys the first place in the top 100 of china chain-store operations due to its total sales reached 86.93 billion yuan(2006). On one hand, Gome is the biggest seller of many household appliance manufacturers; on the other hand, contradiction conflicts between Gome and manufacturers occurs now and then. Gome's stores uninterrupted increase, and manufacturers' profits decrease continually. As the most important two links, the tense relationship between manufacturers and retailers is a abnormal phenomenon. It affects directly the two parties' continued and healthy development and even probably went to unimaginable opposite, Especially in the background of china's retailing market opening omnibearingly to foreign capital and foreign magnate of retailing get into one after another. Gome will not only lose superiority but also be faced with huge operating risk. So, solving the contradiction between manufacturer and retailer as well as construct new type factory-trader relationship, either tallying with the long-term interests of Gome or benefiting to total household appliances industry's development,and furthermore, has high reference value to chain-store retailers of other industries.In this thesis the author starts with analysing on the problems that existing in Gome's factory-trader relationship. First, clarifies the necessity of constructing new type factory-trader relationship.And then, applys the theories of supply chain management and strategic alliance, puts forward the modes and bisic principles of Gome to construct new type factory-trader relationship. Finally, founds the thought that regard establishing strategic alliance as main mode for constructing new type factory-trader relationship. Focal point of the thesis is discussing five interrelated operating aspects that around establishing strategic alliance for Gome: changing profit partern, establishing trust mechanism, merging supply chain vocational work process, factory-trader coordinated marketing and creating customer value together. From this, Gome will construct new type factory-trader relationship, avoid risks ,win competitive advantages and forge ahead toward heathy development in the not too distant future.