管理案例研究与评论
管理案例研究與評論
관리안례연구여평론
JOURNAL OF MANAGEMENT CASE STUDIES
2011年
5期
393-402
,共10页
家电连锁%国美%竞争战略%“陈黄之争”
傢電連鎖%國美%競爭戰略%“陳黃之爭”
가전련쇄%국미%경쟁전략%“진황지쟁”
home appliances%Gome%competiive strategy%Chen-Huang fighting
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。
20世紀80年代以來，中國傢電連鎖業進入瞭一箇快速髮展的時期，國美電器控股有限公司憑藉其獨有的資金優勢和“薄利多銷、服務爭先”的營銷策略，穩穩地佔據瞭行業龍頭老大之位，形成瞭衆皆熱議的“國美現象”。然而，“陳黃之爭”的爆髮，使得二人對于國美競爭戰略的分歧曝于檯麵。本案例通過闡述競爭戰略的內涵以及對比國美崛起戰略和危機中的戰略轉型，引齣對企業競爭戰略選擇的思攷。
20세기80년대이래，중국가전련쇄업진입료일개쾌속발전적시기，국미전기공고유한공사빙차기독유적자금우세화“박리다소、복무쟁선”적영소책략，은은지점거료행업룡두로대지위，형성료음개열의적“국미현상”。연이，“진황지쟁”적폭발，사득이인대우국미경쟁전략적분기폭우태면。본안례통과천술경쟁전략적내함이급대비국미굴기전략화위궤중적전략전형，인출대기업경쟁전략선택적사고。
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.
