| At present,the development pattern of household appliances retail industry has been basically established in China.National household appliances retail brands such as Gome and Suning have become the main force of domestic household appliances retail industry development,and have established chain operation mode in provincial capital and deputy provincial capital cities.Despite of this,the market concentration degree of the industry is low,especially there is a big gap with the development of household appliances retail industry in developed countries.As early as 2005,Suning has completed the layout of first-tier cities nationwide.However,in the development of some first-tier cities in recent years,excessive competition such as "non-sales,over-dense network layout and repeated opening of stores" appears.At the same time,major foreign household appliances retail brands,such as wind city and best buy entered the Chinese market to seize market share of first-tier cities.Under this background,national household appliances retail brands choose to speed up the development of secondary market.Founded in 2004,Changchun Suning has formed a strong competitive advantage in the first-level market of Jilin province by relying on the powerful strength of Suning tesco group in the development of more than ten years.In 2006,Changchun Suning began to actively explore and develop the secondary market.However,as far as the actual operation of the secondary market is concerned,it is clear that Changchun Suning has not achieved the expected effect and scale effect,and some regions have failed to form substantial breakthroughs or even serious losses.In other words,under the background of actively exploring the secondary market of various household appliance brands,Changchun Suning has not only improved its business performance by exploiting the secondary market,but also strengthened its market competitive advantage.On the contrary,the development of secondary market increases the cost of management,distribution,rent and so on,which reduces the overall business quality of the company.This paper first introduces the general situation and process of Suning group and Changchun Suning.Through investigation and analysis,this paper summarizes and analyzes the development status of the whole household appliance retail industry.On this basis,it combines with Suning of Changchun to analyze the problems faced by the company in its development and the causes of the problems.Based on the SWOT analysis,Changchun Suning analyzed the industrial environment,macro environment and internal environment of the company.Clarify the advantages of Changchun Suning in brand,service and resources;Objective analysis of the industry development weaknesses and their own adverse factors,the development of the existing threats and opportunities.Finally,the competition strategy is put forward according to the law of market development and strategic target.Changchun Suning wants to achieve the strategic goal of becoming shopping platform with complete category,good quality,excellent service and low cost in Jilin province,cost leadership/differentiation strategy should be taken.In the current higher market share and other again on the basis of competitive advantage for cost leadership advantage,highlight its own service advantages,at the same time provide differentiated services,you will get a relatively high profit margins.Changchun Suning first to steadily expand to achieve economies of scale.On this basis,the supply chain is integrated,the product line is extended,operation efficiency is improved,and the profitability of the enterprise is comprehensively improved.Finally,based on the actual situation of Changchun Suning and the requirements of developing the secondary market,a marketing mix was constructed to improve the market share of the company.Finally,it is pointed out that Changchun Suning should organically combine human resources and enterprise culture to implement competitive strategy. |
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