摘要
20世纪80年代以来,中国家电连锁业进入了一个快速发展的时期,国美电器控股有限公司凭借其独有的资金优势和"薄利多销、服务争先"的营销策略,稳稳地占据了行业龙头老大之位,形成了众皆热议的"国美现象"。然而,"陈黄之争"的爆发,使得二人对于国美竞争战略的分歧曝于台面。本案例通过阐述竞争战略的内涵以及对比国美崛起战略和危机中的战略转型,引出对企业竞争战略选择的思考。
The home appliances chain industry has been undergoing rapid growth in China since 1980s. Gome electrical appliances has seized the leading position taking advantage of its capital and marketing strategies of ＂small profits, big turnover＂ and ＂service is the priority＂, which has led to the heated discussion of the so-called ＂Gome phenomenon＂. However, the outbreak of the Chen-Huang fighting exposed to the public the two people＇s different viewpoints regarding the competitive strategy of Gome. By elaborating on the connotations of competitive strategy, and comparing the strategies of Gome between the developing stage and the transition stage in crisis, this case study provokes thoughts about how to decide on the competitive strategy for an enterprise.
出处
《管理案例研究与评论》
2011年第5期393-402,共10页
Journal of Management Case Studies
关键词
家电连锁
国美
竞争战略
“陈黄之争”
home appliances
Gome
competiive strategy
Chen-Huang fighting
