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摘要家电行业是我国发展较早的行业之一，而苏宁、国美更是长期占据了家电市场份额的大部分。然而由于互联网电商的快速崛起，传统的家电连锁销售模式遇到空前的挑战，市场份额被逐步吞噬。本文挑选苏宁、国美这两个具有代表性的家电连锁企业，希望通过分析这两个企业在发展中遇到的问题，能够得出对于家电行业商业模式创新的建议。45734
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本文用七个部分来研究家电连锁业的销售模式与经营绩效的关系。其中第一章是前言。第二章分析了宏观环境对家电零售连锁行业的影响。第三章详细介绍苏宁和国美的商业模式。第四章详细地对苏宁、国美财务绩效进行分析。第五章则重点研究家电连锁企业商业模式创新的动力机制。第六章提出苏宁、国美等家电连锁企业商业模式创新的具体策略。最后一部分是本文的结论与展望。
毕业论文关键词：家电连锁；商业模式；绩效分析
Abstract
Household electrical appliance industry is one of China's early development of the industry, and Suning, Gome is long-term occupy most of the market share of home appliances. However, due to the rapid rise of the Internet business, the traditional home appliance chain sales mode has encountered unprecedented challenges, the market share is gradually swallowed. This paper selected Suning, Gome in the two representative of the home appliance chain enterprises, hope that through the analysis of the two enterprises in the development of the problems encountered, can draw on the innovative business model of household electrical appliance industry, suggestions.
This paper studies the relationship between home appliance chain industry with seven parts sales model and operating performance. The first chapter is the introduction. The second chapter analyzes the influence of macro environment on the home appliance retail chain industry. The third chapter introduces the business mode of Suning and Gome. The fourth chapter of Suning, Gome's financial performance analysis. The dynamic mechanism of business model innovation of the fifth chapter focuses on the home appliance chain enterprises. The sixth chapter put forward specific strategies of business model innovation of home appliance chain enterprises Suning, Gome etc.. The last part is the conclusion and Prospect of this paper.
Key words： Home appliance chain；Business model；Performance analysis
目 录
摘 要 I
Abstract II
一、前言 - 1 -
(一)研究的背景 - 1 -
(二)研究的意义 - 2 -
二、宏观环境对家电零售连锁行业的影响 - 2 -
(一)政治法律方面 - 2 -
(二)经济方面 - 3 -
(三)技术变革方面 - 3 -
三、苏宁、国美的商业模式 - 4 -
(一)苏宁、国美简介 - 4 -
(二)苏宁、国美发展模式及战略 - 4 -
(三)苏宁、国美发展遇到的瓶颈 - 6 -
四、苏宁、国美财务绩效分析 - 7 -
(一)资产负债表结构分析 - 7 -
(二)利润表结构分析 - 9 -
(三)现金流量表结构分析 - 11 -
(四)盈利能力比较分析 - 12 -
(五)资产管理能力比较 - 13 -
五、家电连锁企业商业模式创新的动力机制 - 15 -
(一)商业模式创新内在影响因素 - 15 -
(二)商业模式创新外在影响因素 - 15 -
六、苏宁、国美等家电连锁企业商业模式创新的具体策略 - 16 -
(一)商业模式创新的途径 - 16 -