Research On Chain Enterprises' Growth Strategies Of China's Household Electric Appliances

China's chain store industry of household electric appliances, emerging in the 1990s of last century and beginning to develop rapidly in 2000, has achieved significant results and become a major sales channel. Because of the maturity of appliance market, the increasing competition and especial the economic crisis, the expansion pace of household electric chain slowed. In 2005, China's retail industry fully opened and foreign large household electric appliance retailers have entered China, so the competitive structure will change in the near future. This paper selects Gome, Suning and Five-star as the research objects to analyze and compare their growth strategy, hoping to sum up the experience of enterprise growth strategy and suggest some countermeasures and suggestions for strategic adjustment. The pathway of thought development in this thesis is as follows:Chapter 1 introduced the object, background, purpose, method and frame.Chapter 2 described the broad chain and chain growth strategy theories, concepts and types of chains, brief history of the development of chain operation, advantages and risks; focused on the specialized chains and real estate growth strategy, and analyzed the way that the chain implemented growth strategies.Chapter 3 used PEST and Porter's Five Forces Model to analyze China's macro environment and industry competitive environment of China's chain store industry of household electric appliances, assessed the five forces on the industry and give opinions on how to relieve the five forces.Chapter 4 described the growth strategy process of China's chain store enterprises of household electric appliances, focus on those of the Gome, Suning and Five-star from their foundations to 2008.Chapter 5 compared and analyzed the growth strategy of Gome, Suning and Five-star. First, compared the styles and the ways of their growth strategies, and introduced the'appliance retail + real estate'way of Gome and Suning. Secondly, compared their strategic operations on financing, logistics information system, personnel reserve training, supplier relations and customer relations. Finally, compared their strategic effectiveness and analyzed their growth strategy comprehensively.Chapter 6 analyzed the opportunities, challenges, and trends of the future development of China's chain store industry of household electric appliances, and some advice was produced in the industry.