| Chinese economy is blooming in recent years, which brings great developing opportunity for the home appliance retailers, together with risks. The domestic home appliance retailers must find its own core competence and marketing strategy to achieve long-term steady development. Influenced by electricity business and direct-sale business, the sales performance decreased sharply for home appliance retailers, Gome is one of them. Without good marketing strategy, all these domestic home appliance retailers may distinguish including Gome. So Gome must use scientific analysis and systematic research, make applicable marketing strategy to help itself overcome the dilemma and flourish.Gome opened the first home appliance retail store in Beijing in 1987, and unified the name, prompt modes and after-sale services in 1993. Nowadays, Gome owns more than 1600 stores covering 256 cities in China. Gome.dl established in 2003, with development in 12 years, it opened 29 stores around Dalian and the sales amount reached RMB 2 billion. Although Gome.dl is a branch company, it has a set of complete organization structure. Gome.dl is responsible for the sales, marketing research, regional strategy study for Liaoning district. Due to the improper marketing strategy, Gome.dl is struggling with the decreased sales performance. If not resolved properly, it may hinder the development of Gome.dl.This article studies the problems in Gome.dl such as the useless marketing strategy, decreased sales performance, etc. This article describes the develop status and current marketing strategy, analyzes the marketing problems in Gome.dl with theories and analysis tools, finds the reasons for these problems, and propose solutions for Gome.dl, which can help it raise the market quartile and enhance the ability to make profits. Meanwhile, it is hoped that the study result about the marketing strategy of Gome.dl can provides reference and help to the similar home appliance retailers with similar problems. |
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