摘要——模板.doc

摘 要2008年3月，中国连锁经营协会发布“2007年中国连锁百强”，年销售规模达到10022亿元，与去年同期同比增长了21。其中，前10家企业总销售规模达到5029亿元，占“2007年中国连锁百强销售总额的50强。国美电器集团以10235亿元销售额、1020家店铺规模再次位居第一，连锁经营行业的“集中度”正在进一步提高。伴随着中国加入WTO以后，国内的市场在逐渐放开，全球最大的家电连锁企业百思买(Best Buy)控股五星电器，率先进入中国家电零售市场，面对国内巨大的市场空间，今后几年外资大举进入中国家电零售市场将是不可避免的现实，竞争将更加激烈。当今，国美努力依靠曾经的竞争利器努力做更大更强：一方面以低价格吸引顾客，在提高销量、扩大网点规模的同时压低制造商供货价格，并额外收取进场费、上架费、管理费、店庆费等通道费用；另一方面在与消费者现金交易的同时，延期结算货款，保持企业帐面有大量浮存资金，且库存积压、跌价损失及物流损坏等也由制造厂家承担。本文从国美的供应链管理入手，首先分析美国快速发展依靠的运行模式与当前的经济、社会环境，其次剖析国美需要与家电生产企业完善合作关系的必然趋势和产生原因，积极探索可持续发展的运营模式国美生产企业战略联盟的内涵、理论依据、构筑原则和合作营销理念的提出等。在占有大量文献资料的基础上，阅读国美公布的年度资产负债表、现金流量表等获取较新的财务数据和市场份额，利用图形对比等多种方式开展论述，最终提出了符合企业双方利益的双赢模式，具有较强的理论意义和现实意义。关键词：国美 供应链 合作营销 AbstractStudy on the Management of the Product Supply Chainof Gome Electric Appliance CorporationBy diao yonggeDirected by Professor Fan QiufangAbstractThe top 1 00 Chain Corporations of China in 2007were issued by China Chain Storeand Franchise Association in March 2008Their sale volume added up to 1 0，022 billionYuan in 2007，which is 2 1more than the sales of last year at the non-expanding period andin the sallqe proportionAmong them the sales of the top 1 0 ale up to 5,092 billion Yuanwhich is 50of the total sales of the top 1 00Gome Electric Appliance Corporation got thefirst position again with the sales of 1 0235 billion yuan and 1 020 chain storesTheconcentration of the chain store industry is increasingly growingWith ChinaS entry into WTO，our domestic market is wider openedBest Buy,thebiggest chain appliance corporation of the world，became the holding company of Five StarsAppliance，stepping into the appliance retailing manet of China in advance，Attracted by themarket of China，it overseas investmentS pouring into the appliance retailing market isunavoidable in the following several years and the competition will be more fierceAt present，Gome，depending on its advantage of competition，tries to be bigger andstrongerOn one hand，it attracts clients with low prices，drives down the manufacturerSprices while trying to increase sales and widen its chain stores net，it also takes extra channelfees，such as fees for getting into the field，for getting on the shelf,for managing and forstoreS celebratingOn the other hand，when doing ready money businesswith customers，itdelays cashing all account of goods for 3 or 4 months to keep a lae amount of capitalsfloating on the corporationS accountsHowever,the manufacturers have to be responsible foroverstocking and the loss caused by prices coming down and the damage caused bytransportationThe thesis begins witll GomeS management of its supply chainFirstly it analyzes themode depended on by Gome for its speeding development and current economic and socialenvironment，secondly it analyzes that itS a tendency that Gome has to improve the symbiosiswith its appliance manufacturers and what cause the tendency It also explores the operationmode made for sustainable development，including the real meaning of the tactic alliancebetween Gome and its appliance manufacturers，its theory basis，the proposition of thebuilding and corporation principles，etcBased on possessing a great number of literature data,I read about the yearly asset in-debt table publicized by Gome and cash turnoff table and SOon to get the latest financial data and market share，and discourse on many ways such as comparing graphicsFinally the thesis brings forwa