The Study On Goods Service Of The Chain Of The Electrical Home Appliances Retail Enterprises

During the last ten years, retailers of our country have regarded price as the main means of competition. Price becomes the most effective weapon in the commercial competition. Because of the development of market economy and constant aggravation of the products homogeneity degree, establishing the system of high-quality service of goods and offering service to customers will become the important means of the retailers' differentia strategy.Combining the characteristics of the electrical home appliances products and the current situation of the domestic market of retail business of electrical home appliances, the author analyses competition characteristics of retailers, and points out that service is the main content and form of competition of retailing business of the electrical home appliances, especially. It is the key for national electric retailer to survive and develop under open terms.In the article, the author carries on research mainly from the following three aspects: the content, the organization (structure), and the brand of goods service of electrical home appliances chain retailers.First, the paper analyses the characteristics of the electrical products, point out the service content that retailers should offer during the before- sales, in- sales and after- sales stage.Second, the paper proposes that electrical home appliances chain retailers should set up organization (structure) that follow customers, and execute effective management and control.Finally, the author discusses how to keep the present, potential customer perceive the service of goods, namely the popularization of the brand of service of goods.