The Research On Development Strategy Of GOME Electrical Appliances Holding Co.Ltd

GOME Electrical Appliances Holding Co.Ltd is one of the Chinese outstandinghome appliance retail chain enterprises, and it has put an important impact on theChinese home appliance retail industry. In the year of2010,it achieved the revenue of5090million yuan, grow19.32%than that of2009, comprehensive profit from17.32%to18.39%, and the income over the same period increased22.64%per squaremeter.In order to obtain more profitable in the electric appliance retail market andsustainable competitiveness, create a true "hundred years of GOME", this paper haveprovided development strategy and its guarantee measures, after have used thestrategic management research methods, in-depth analysis, combined with the currentsituation.At first, This paper analyzed and evaluated the macroeconomic environment,industry situation and external environment of The GOME Electrical AppliancesHolding Limited company, so as to get the external opportunities and threats thecompany facing, established of external factor evaluation matrix (EFE).Thenanalyzed the internal environment of the company, including the enterprise resourcesand ability to use the resources, and used a questionnaire survey and analytichierarchy process AHP to carried out a comparative study on GOME andSUNING to get the internal strengths and weaknesses of GOME, and established thecorresponding internal factor evaluation matrix (IFE) at the end. Finally, I used theSWOT matrix and BCG matrix method, pointed out that strengthen strategies andvertical integration management is the inevitable choice of the development strategyof GOME.