| ①Aims and objectivesOver the past 10 years, the home appliances industries have been booming in China, and consumer market has been developing rapidly. In view of marketing, presently GOME, Suning, representing national chain-sale retailers; Wuhai Industry Appliance, Chongbai Appliance, Chongqing General Trading Group, representing regional home appliances chain-sale retailer and Gree Electric Appliance Inc of Zhuhai, representing both own selling and agent. The three home appliances company has become the main fashion in the market, and the competition between them has reached white climax.In year 2006, the old General Trading Appliance, Chongbai Appliance, New Century Appliance have conducted business reform, name as the'The New General Trading Electric Appliance Limited', became the biggest and most powerful home appliances chain-sale flag-ship, in Chongqing. The company is growing rapidly with expanding sale locations which come with increased business and profit. However, facing with internal and external strong competitions and the challenge ever changing sale environment, how regional home appliances chain-sale industries setup theirs strategy and direction? In order to seize the best opportunity, by facing challenges with strategies and building a regional unique force in the market to compete with others, further developing the industry strongly and efficiently are the main theme of this research. Through regional home appliances chain-sale industry strategic research and competition strategic research, with experiences gained from oversea chain-sale industry, couple with the trend of home appliances industry development and chain- sale development in China. Intending to implement an effective policy on chain-sale strategy and design, I hope my research will benefit the company overall future development which will the healthy and long lasting.②Main theme, methodologies and conclusionsThis research is divided in seven chapters; the first part is a preface with the introduction and history of the company and the research. The second part mainly introduces chain-sale business and strategic management, for laying foundation theory of the company chain-sale strategic for the following chapters. The third part is a brief introduction of home appliances chain-sale development in China. The forth part is an analysis on overall market, Chongqing regional market, competition environment and the company operating status. The fifth part is to adopt a SWOT analysis to point out the opportunities and threads faced by the company. The sixth part is to recommend the company chain-sale developing strategies with education, common goals, strategic measures, it is hoped to have strategic protection and controlled evaluation. The seventh part is the conclusion with recommendations. The research has adopted a systematic investigation, for example; interviews, observations and data analysis. During the research, we brought in systematic analysis, trend analysis on the whole industry in the country with data analysis and induction to assess the company operation status and its performances amongst others. By adhering to the formation of quantity, nature, internal and external condition formation and partial formation analysis and scientific research result, it formed the main theme of this research, recommending a development strategy for the new electric appliance company.The conclusion of this research is there are diversified markets. Regional chain-sale strategy is the right choice with proper competition strategies, effective business structure, customer orientated service and newly company brand products, then the company can fully develop its regional home appliances chain-sale abilities. |
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