Comparative Analysis On Investment Value Of Suning And Gome

China's electrical appliance industry is one of the earliest industries that entered the market. There is a trend that every company has the similar product, brand and service to others in this industry. The thesis selects Suning and Gome which are the best Chinese electrical appliance retailers. The correct method to evaluate their values and proper suggestions on investment are given by comparing their operation and financial status. This thesis aims to offer strategies for the chain companies in the electrical appliance industry, give a clear picture to the investors on the investment value of Suning and Gome and help the investors make proper investment decisions. The thesis is organized as follows:Chapter One, introduction. This chapter introduces the background, content, structure and innovation of the research.Chapter Two, literature review. By summarizing different research methods, comparing their advantages and disadvantages, this chapter selects the proper method of value assessment and provides theoretical analysis.Chapter Three, industrial analysis. This chapter analyzes competitions and opportunities of electrical appliance retail industry, and provides background for the following analysis.Chapter Four, comparing operation between Sunning and Gome. This chapter briefly introduces the two companies, then analyzes the difference in corporate operational structure, expanding strategy, place value, logistics and information management in detail.Chapter Five, comparing financial status between Sunning and Gome. This chapter analyzes audit report and financial policy, then analyzed financial situation of the two companies.Chapter Six, the value assessment of Suning and Gome. At the beginning, this chapter introduces the assessment model, then according the requirement of the model, capital cost and currency are calculated.. Finally the sensitivity is analyzed.Chapter Seven, investment risk and investment advice for Sunning and Gome. This chapter analyzes investment risk from four aspects: capital risk, the risk of changing operational models, the risk of the entry of foreign capital, the risk of profit mode being copied. Finally some investment advices are given.