【作者】 朱荣；

【导师】 钱旭潮；

【作者基本信息】 河海大学 ， 企业管理， 2004， 硕士

【摘要】 近十多年来，我国的家电零售企业纷纷将价格作为竞争的主要手段，价格成了商战中最有效、最直接、最有杀伤力的武器。但是随着市场经济的发展，以及产品同质化程度的不断加剧，缔造优质的产品服务体系，为顾客提供满意的服务将成为家电零售企业差异化战略的重要武器。 本文通过对零售业的竞争特性和家电产品的特性这两方面的分析，并结合国内家电零售业市场的现状，指出产品服务是家电零售业竞争的最主要内容和形式，更是我国家电零售企业在开放条件下生存和发展的关键。 文中主要从家电连锁零售企业产品服务内容、组织(结构)以及产品服务品牌的推广三个方面进行研究： 首先结合家电产品的特性，界定出在产品售前、售中和售后不同阶段，家电连锁零售企业所应提供的不同的产品服务内容； 然后，提出家电连锁零售企业对其提供的产品服务还应建立以顾客为导向的组织(结构)进行有效管理和控制的观点； 最后本文探讨了如何通过顾客与产品服务品牌各种可能接触点让已有的、潜在的顾客感知这些产品服务，即产品服务品牌的推广。更多还原

【Abstract】 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.更多还原