The Study On Jinan Gome Secondary Market’s Competition Strategy

After the development in recent years, China’s household electrical appliance retailing pattern has been founded, in domestic major capital and deputy provincial capital city, Gome, Suning and a number of national home appliance retail brand through the chain operation mode has become the main industry, but compared with western home appliance retailing, the concentration degree of the market still is low. From the primary market perspective, Gome in2005had already completed a line to the national urban layout, and in recent years there have been part of a city, network layout repeat open a shop too close, not promote excessive competition not pin etc.At the same time, the Best Buy, Yamada motor, million in the city and other foreign retail brand in China in succession from home appliance line cities began to Chinese market subordinate. Gome electrical appliances such as Suning and national retail brand the choice of2class market to develop simultaneously.Jinan Gome is established in2001, with strong Gome group of the overall strength, after nearly10years of development, has in Jinan primary market formed the strong competitive advantage. In the national level2market development background, Jinan Gome from2004to and its subordinate level2area exploration.But so far, Jinan Gome level2the market management situation is not optimistic, failure to form a scale effect, in most level2area of the market share of failed to achieve breakthrough, even in many areas in the loss of the business situation, not only have no2class market to Jinan Gome bring business performance of ascension, but because the rent, distribution, management, and other costs rise and influence the company whole management quality.Because of the secondary market economic development and the particularity of the social culture, decide the secondary market competition strategy cannot copy of the primary market mode and experience, the secondary market competition strategy of the formulation of2class market to home appliance the success or failure of the business plays a decisive role. Jinan Gome should consider their country in the secondary market positioning, make full use of their own advantages resources, to set used in the secondary market competition strategy.This article through to Jinan Gome level2market development experience, in the summary of the gain and loss, using PEST analysis, potter five competitive forces model and so on in place of Gome secondary market, industry development characteristics macro environment and the existing or the ability to get resources and concluded that suitable for Jinan Gome2class market competition strategy, at the same time for the implementation of the strategy planning. This paper tries to study the practicality and operationality, for Gome electrical appliances retail industry in our country when the healthy and sustainable development to provide the beneficial reference.