我国是消费大国，拥有广阔的国内市场，家电零售行业是零售消费的重要支撑，在消费格 局中占有举足轻重的地位。近年来，国内宏观经济下行压力有所加大，国家、省市政府层面密 集出台了大量促进消费、优化营商环境、支持民营企业发展的政策举措，为经济稳增长提供了 有力支撑。同时，互联网消费的崛起、消费主力人群的变化、家电制造技术的迭代进步，都对 家电零售行业发展带来了新的机遇和挑战。 江苏省FS电器集团是全国领先的民营连锁家电零售企业，网点遍布7省，年销售额超190 亿元，位列中国家电实体连锁企业第三强。近年来，企业发展扩张速度低于竞争对手，内外部 挑战趋于增多，发展面临转型升级的压力，迫切需要研究提出新的发展的战略和实施路径。 本文通过内外部环境分析，深入剖析了企业内部优势和劣势，分析了企业外部环境的机遇 与挑战。内部环境方面，明确了该企业具备连锁网络体系健全、运营能力强、供应商资源丰富、 管理团队有力、财务管理能力强等内部优势，同时在品牌知名度、线上销售渠道、母公司财务 状况、售后服务能力方面存在明显短板。外部环境方面，明确了国内市场需求旺盛、消费升级 趋势明显、技术变革推动产业升级等外部机遇，以及宏观经济环境下行企稳、竞争对手市场份 额占比高、网络零售对实体销售产生冲击等外部挑战。经过SWOT分析、IEM矩阵分析和QSPM 矩阵分析，明确了企业将采用横向一体化增长发展战略，并提出了企业远、中、近3期发展目 标，着力打造最专业的全渠道零售商的发展路径。 围绕横向一体化发展目标的实施，在综合分析成本领先、集中化、差异化3大竞争战略的 基础上，本文提出了采取差异化竞争战略，并提出了市场战略、技术创新战略、产品战略和服 务战略4个方面的职能战略。在市场战略层面，着力扩大线上市场，拓展目标区域，重点主攻 中小城市和乡镇市场，巩固现有线下市场份额。在技术创新战略层面，努力打通商品、流量、 物流、数据，打造线上线下融通的销售工具，加强供应链信息化建设。在产品战略层面，优化 打造新门店业态，推动销售产品错位化和多样化。在服务战略层面，开展标准制定实施、监督 反馈和供应商质量管理，打造自有服务、外包服务。进一步从组织架构优化、品牌文化打造、 人力资源、财务管理4个方面提出了保障措施。 FS电器集团发展战略研究将为企业今后发展提供目标导向和行动指南，也将为传统零售企 业实施扩张发展和融合发展提供一定的参考和借鉴。 关键词：家电连锁零售，发展战略，实施路径 FS电器集团发展战略研究 II ABSTRACT China,astheworld'slargestconsumer,processesabroaddomesticmarket.Ofnote,household electricalapplianceindustryhasbecomeanessentialpartoftheretailconsumption,andplaysan irreplaceableroleintheconsumptionpattern.Recently,withtheincreaseofdownwardpressureon domesticmacroeconomics,centralandlocalgovernmentsformulateandpromulgatemultiplepolicies tofacilitatetheconsumption,optimizebusinessenvironments,andsupporttheprivateenterprises.As expected,thesebeneficialpoliciesprovidegreatopportunitiesforthedevelopmentofhousehold electricalapplianceindustry,andalsoinjectstrongimpetustothestablegrowthofoureconomics.On theotherhand,giventheriseofinternetconsumption,thechangesofconsumergroups,aswellasthe iterativeprogressintechnologies,householdelectricalapplianceindustryalsofacesthe unprecedentedchallenges. Withthedevelopmentofoureconomics,thehouseholdelectricalapplianceindustryhasalsomade greatprogresses,thusemerginganumberofhigh-qualityprivateenterprises.Amongwhich,Jiangsu FSelectricalgrouppossessesalargecommercialnetworkwidelydistributedin7provinces, accompaniedwithanover19billioninsales.Hence,FShasbecomealeadingcompanyandranked NO.3insalesofChinesehouseholdelectricalappliances.However,withthedecreasedrateof externalexpansionandtheincreasedpressurefrominside/outside,thecompanypresentsthe disparateness.Therefore,thedevelopmentmodeofthisenterpriseneedstobeurgentlytransformed andupgradedbyproposingnewstrategiesandconcreteimplementationpathways. Inourstudy,weanalyzedtheinternaladvantages-disadvantagesandexternal opportunities-challengesoftheFStoprovidepotentialstrategiesforthecompanytransformationand upgrade.Forinternaladvantages,theFSCompanyhadexperiencedmarketingandfinancial governingteams,constructedacompletesale-chainnetwork,andownabundantresourcesofsuppliers. However,variousinternaldisadvantagesexistedintheenterprise,includingtheglideofcorporate brandawareness,theshortageforsalechannelofonlinemarketing,andtheunsatisfactoryfinancial business,aswellasthepoorpost-saleservices.Fortheexternalfactors,wedissectedthefactors,such asdemandsofdomesticmarket,themodesofconsumption,andevolutionsoftechnologies.In addition,weanalyzedotherfactors,containingtheincreaseddownwardpressureof macroeconomics-induceddifficultiesinenterpriseoperation,theincreasedoccupancyofcompetitors, andtheimpactofonlinemarketing.Moreimportantly,byusingSWOT,IEMandQSPMmatrix analyses,ourresearchpointedoutthatFSCompanyshouldchangeitsstrategicplanintoahorizontal 南京航空航天大学硕士学位论文 III integrationmanagementmodeltoadjusttheinternalandexternalvariations.Atthemeanwhile,we proposed3-stagedevelopmentgoals(far,middle,near),andfurthercreatingthemostprofessional Omani-channelretailers’developmentpathwaysforthisenterprise. Inthepresentstudy,wefocusedontheappliancesofdevelopmenttargetaccordingtohorizontal integrationmanagementmodel.Onthebasisofcomprehensiveanalysesofthreecompetitive strategies,includingthecostleadership,centralizationanddifferentiation,weproposedacontrast competitivestrategyfromtheviewofmarketing,technologicalcreativity,producesandservices.For themarketingstrategy,theenterpriseisrecommendedtobroadentheonlinemarketandexpandtheir targetareastothemiddle/smallcitiesandtowns,andconsolidatetheexistedofflinemarket.Forthe technologicalcreativity,theFSCompanyshouldconstructaglobalindustry-chainconnectingthe products,services,logisticsanddata.Additionally,theenterpriseareurgenttobuildupanintegrated toollinkingtheonlineandofflinesales,andenhancethebio-informaticsconstructionforthesupply chains.Forproducts,theFSCompanyisneededtooptimizethemallenvironments,andacceleratethe dislocationanddiversificationoftheproducts.Fortheirservice,thisenterpriseisrecommendedtoset theservicestandardsaswellasthefeedbackmonitormechanism,andincreasetheQCstandardlevels forthesupplies,thuscreatinga“one-stop”servicesystemwiththeirownandoutsourcingservices. Besides,weproposedmultiplesuggestionsforthehealthydevelopmentofFSCompanyfromthe viewsoftheoptimizationoforganizationalstructure,theconstructionofcorporatebrandculture, activationofhumanresources,andtheenhancementoffinancialmanagements. InvestigationonFSElectricGroup'sdevelopmentstrategieswillofferamorecleardirectionfor thiscompany,andprovideatheologicalguidanceforthehealthyexpansionandintegrationof traditionalretailenterprisesinChina. Keyword：Householdelectricalapplianceindustry,Developmentstrategy,Implementationpathways. FS电器集团发展战略研究 IV 目录 摘要............................I ABSTRACT.................II 图清单.........................VI 表清单........................VII 第一章绪论...............1 1.1研究背景..........1 1.2研究意义..........2 1.2.1现实意义......2 1.2.2理论意义......3 1.3国内外研究进展综述.....................3 1.3.1现代企业战略管理的主要流派和研究情况...........3 1.3.2国内战略管理理论及应用综述4 1.3.3战略管理理论在连锁零售业及家电连锁销售行业的应用情况..........5 1.3.4零售模式创新相关理论研究情况...........................6 1.4文献述评..........8 1.5研究思路..........8 1.5.1研究目标......8 1.5.2研究内容......9 1.5.3研究方法......9 1.6技术路线图....10 第二章FS电器集团内部环境分析......11 2.1FS电器集团内部环境概况.........12 2.1.1FS电器集团发展沿革..............12 2.1.2FS电器集团资源能力特点......13 2.2FS电器集团内部优劣势分析.....17 2.2.1FS电器集团内部优势分析......17 2.2.2FS电器集团内部劣势分析......18 2.3内部因素评价分析.......................19 2.4本章小结........21 第三章FS电器集团外部环境分析......22 3.1宏观外部环境分析..........................22 3.1.1政治（政策）环境分析..........22 3.1.2经济环境分析..........................25 3.1.3社会环境分析..........................28 3.1.4技术环境分析..........................31 3.2电器连锁零售行业环境分析......32 3.2.1主要竞争对手分析..................32 3.2.2潜在进入者的威胁分析..........34 3.2.3行业替代品的威胁分析..........35 3.2.4供货商的议价能力分析..........36 南京航空航天大学硕士学位论文 V 3.2.5购买者的议价能力分析..........36 3.3FS电器集团外部机遇挑战分析.36 3.3.1FS电器集团