一、家電連鎖經營是怎么回事
家電專營連鎖企業,一般是指專門經營家電商品零售的企業。一般由四家以上的零售商店組織在一起,同受一個中心組織管理,統籌進貨,商店內外裝潢、商品種類以及服務方式具有同一風格的經營組織。采取節約銷售費用,薄利多銷的政策,以便爭取顧客占領市場,這是連鎖商店的重要特點。如今家電連鎖十大品牌有蘇寧易購、國美、京東五星電器、順電、大中電器、重百電器、工貿家電、通程、永樂電器、匯銀電器等。
二、家電連鎖經營的特點
1、統一經營管理
同(tong)其他的(de)連鎖(suo)經營一(yi)(yi)(yi)樣,家電(dian)專(zhuan)營的(de)連鎖(suo)企業建立有一(yi)(yi)(yi)整套以管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)制度、管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)標準和管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)方法為中心內容(rong)的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)系(xi)統,形成標準化的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)模式。對(dui)各(ge)門(men)店(dian)統一(yi)(yi)(yi)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)的(de)內容(rong)包(bao)括人員(yuan)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)、購(gou)銷管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)、賬務(wu)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)、庫(ku)存管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)、安(an)全(quan)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)等,依(yi)靠嚴格的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)實施統一(yi)(yi)(yi)的(de)規模化經營達到目標效益(yi)。各(ge)門(men)店(dian)按統一(yi)(yi)(yi)的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)標準開展各(ge)項(xiang)工作(zuo),強(qiang)化考(kao)核與培訓,提高門(men)店(dian)的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)(li)及服務(wu)水平,各(ge)運作(zuo)步(bu)驟協調配合,改變單店(dian)操(cao)作(zuo)模式。
2、統一采購
連鎖經營(ying)(ying)的(de)(de)(de)(de)實(shi)質是通過(guo)規(gui)(gui)模(mo)經營(ying)(ying)來達到追求(qiu)規(gui)(gui)模(mo)效益的(de)(de)(de)(de)目的(de)(de)(de)(de),作為商(shang)品(pin)(pin)經營(ying)(ying),其消(xiao)費的(de)(de)(de)(de)特殊性使貨(huo)源的(de)(de)(de)(de)質量(liang)顯(xian)得更為重要。連鎖經營(ying)(ying)的(de)(de)(de)(de)核心(xin)(xin)內容之一(yi)就是對經營(ying)(ying)商(shang)品(pin)(pin)實(shi)行(xing)統(tong)(tong)一(yi)采(cai)(cai)購(gou),企(qi)業的(de)(de)(de)(de)各分(fen)店根(gen)據經營(ying)(ying)情況向總(zong)(zong)部(bu)的(de)(de)(de)(de)商(shang)品(pin)(pin)配(pei)送(song)(song)中(zhong)心(xin)(xin)提供本(ben)店的(de)(de)(de)(de)進(jin)(jin)貨(huo)計(ji)劃(hua),由總(zong)(zong)部(bu)所(suo)轄的(de)(de)(de)(de)配(pei)送(song)(song)中(zhong)心(xin)(xin)在貨(huo)源組織上實(shi)行(xing)集(ji)中(zhong)統(tong)(tong)一(yi)采(cai)(cai)購(gou),再根(gen)據計(ji)劃(hua)和(he)臨(lin)時需求(qiu)統(tong)(tong)一(yi)配(pei)送(song)(song)到各門店,從(cong)批量(liang)上降(jiang)(jiang)低(di)了分(fen)散采(cai)(cai)購(gou)的(de)(de)(de)(de)進(jin)(jin)貨(huo)成本(ben),從(cong)科學合(he)理安排(pai)的(de)(de)(de)(de)進(jin)(jin)貨(huo)批次(ci)上降(jiang)(jiang)低(di)運營(ying)(ying)成本(ben),集(ji)中(zhong)采(cai)(cai)購(gou)時優(you)選(xuan)商(shang)品(pin)(pin)和(he)供應商(shang),以確保商(shang)品(pin)(pin)質量(liang)。
3、統一標識
標(biao)識是企(qi)(qi)業(ye)(ye)的識別(bie)系(xi)統,包(bao)括企(qi)(qi)業(ye)(ye)字號(hao)(hao)、企(qi)(qi)業(ye)(ye)標(biao)志、色彩運用(yong)、表(biao)(biao)現形式(shi)等內(nei)容,其作用(yong)能使企(qi)(qi)業(ye)(ye)之間(jian)互相區別(bie),便(bian)于(yu)消(xiao)費者識別(bie)。由于(yu)連(lian)鎖(suo)企(qi)(qi)業(ye)(ye)店(dian)(dian)多面廣,統一(yi)分店(dian)(dian)的標(biao)志、徽號(hao)(hao)等企(qi)(qi)業(ye)(ye)識別(bie)系(xi)統,是連(lian)鎖(suo)店(dian)(dian)最(zui)直接(jie)、最(zui)醒(xing)目的表(biao)(biao)現形式(shi),也(ye)是連(lian)鎖(suo)店(dian)(dian)最(zui)基本的統一(yi)內(nei)容,它有助于(yu)消(xiao)費者辨認和識別(bie)連(lian)鎖(suo)店(dian)(dian)所屬(shu)的分散(san)在(zai)不(bu)同地區的各個門店(dian)(dian)。各分店(dian)(dian)使用(yong)統一(yi)的標(biao)語、口號(hao)(hao)、商(shang)品(pin)(pin)陳列方式(shi)與風格、員工服飾等。統一(yi)的標(biao)示(shi)系(xi)統能樹立企(qi)(qi)業(ye)(ye)品(pin)(pin)牌形象,使消(xiao)費者產生信任感,增強(qiang)對(dui)企(qi)(qi)業(ye)(ye)品(pin)(pin)牌的忠誠度。
4、統一商品服務
統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)商品(pin)(pin)服務(wu)(wu)是連(lian)鎖經(jing)營中(zhong)十(shi)分(fen)(fen)重要的(de)內容,只在進(jin)貨(huo)、配送、管理(li)方(fang)面統(tong)(tong)(tong)(tong)一(yi)(yi)(yi),而缺少(shao)服務(wu)(wu)的(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi),那么連(lian)鎖店(dian)的(de)品(pin)(pin)牌(pai)作(zuo)用就無法體(ti)現,也就失(shi)去了(le)連(lian)鎖的(de)目(mu)的(de)。也就是說服務(wu)(wu)的(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)除一(yi)(yi)(yi)般意義(yi)(yi)上的(de)服務(wu)(wu)外,還包(bao)括品(pin)(pin)牌(pai)意義(yi)(yi)。在經(jing)營過(guo)程(cheng)中(zhong)服務(wu)(wu)實行比(bi)較(jiao)嚴格的(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)規(gui)范和流程(cheng),統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)服務(wu)(wu)規(gui)范包(bao)括服務(wu)(wu)環境(jing)要求、服務(wu)(wu)人員(yuan)基本素質、服務(wu)(wu)工(gong)(gong)作(zuo)標(biao)準、購物服務(wu)(wu)規(gui)定、服務(wu)(wu)措施和宣傳等(deng)內容。員(yuan)工(gong)(gong)經(jing)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)培訓后(hou)上崗,執行統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)的(de)崗位規(gui)范,按統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)標(biao)準進(jin)行獎懲,各分(fen)(fen)店(dian)按照總部統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)的(de)服務(wu)(wu)規(gui)范要求,達到統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)的(de)服務(wu)(wu)水平。無論消費者到哪一(yi)(yi)(yi)家分(fen)(fen)店(dian),都能享受(shou)到同樣產品(pin)(pin)服務(wu)(wu)。
5、統一配送
配送(song)(song)是(shi)家電(dian)連(lian)鎖經營的(de)集(ji)中體(ti)現,是(shi)統(tong)(tong)一(yi)采(cai)購(gou)貨(huo)源的(de)物(wu)流(liu)表(biao)現形式(shi),體(ti)現商(shang)品(pin)(pin)(pin)(pin)經營集(ji)約化和企業管理(li)水平。總部的(de)配送(song)(song)中心對(dui)各(ge)分(fen)店(dian)銷(xiao)售的(de)商(shang)品(pin)(pin)(pin)(pin)實行統(tong)(tong)一(yi)配送(song)(song),并負責商(shang)品(pin)(pin)(pin)(pin)數(shu)量管理(li)和商(shang)品(pin)(pin)(pin)(pin)質量管理(li),處理(li)配送(song)(song)與(yu)各(ge)門(men)店(dian)的(de)關系(xi)(xi)。配送(song)(song)中心通(tong)過內(nei)部計算機網絡管理(li)系(xi)(xi)統(tong)(tong)對(dui)進貨(huo)、驗(yan)收(shou)、貯存(cun)、出(chu)庫復核(he)、運輸(shu)、送(song)(song)貨(huo)等(deng)進行職能監控(kong),科學控(kong)制庫存(cun)品(pin)(pin)(pin)(pin)種、數(shu)量,同時負責商(shang)品(pin)(pin)(pin)(pin)的(de)退換貨(huo)處理(li)。統(tong)(tong)一(yi)的(de)商(shang)品(pin)(pin)(pin)(pin)配送(song)(song)及時有效地保(bao)證(zheng)門(men)店(dian)開展優質服務,根據各(ge)分(fen)店(dian)的(de)位(wei)置(zhi)、需要(yao)的(de)商(shang)品(pin)(pin)(pin)(pin)情況合理(li)制定配送(song)(song)路線,節約人工、運輸(shu)成(cheng)本以(yi)及降低庫存(cun)等(deng),并保(bao)證(zheng)配送(song)(song)服務水平以(yi)及分(fen)店(dian)的(de)商(shang)品(pin)(pin)(pin)(pin)供應。
6、統一價格
家(jia)電連(lian)鎖店(dian)的統(tong)(tong)一(yi)進貨和(he)配送為價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge)的統(tong)(tong)一(yi)創造了條件(jian),各(ge)(ge)門店(dian)對(dui)(dui)相同商(shang)品(pin)(pin)實行統(tong)(tong)一(yi)的售價(jia)(jia)(jia)(jia)(jia),包(bao)括各(ge)(ge)種優惠(hui)促銷活動都執行統(tong)(tong)一(yi)的價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge)政(zheng)策(ce)。總部設(she)立(li)專門的物價(jia)(jia)(jia)(jia)(jia)人員,負責物價(jia)(jia)(jia)(jia)(jia)管(guan)理工作(zuo),并(bing)把它作(zuo)為價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge)統(tong)(tong)一(yi)的重要內容。物價(jia)(jia)(jia)(jia)(jia)人員對(dui)(dui)進價(jia)(jia)(jia)(jia)(jia)審核定價(jia)(jia)(jia)(jia)(jia)并(bing)根據(ju)(ju)市場情況負責商(shang)品(pin)(pin)調價(jia)(jia)(jia)(jia)(jia),同時對(dui)(dui)各(ge)(ge)門店(dian)價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge)執行、物價(jia)(jia)(jia)(jia)(jia)標簽明示等情況進行監督檢查,貫徹有關物價(jia)(jia)(jia)(jia)(jia)政(zheng)策(ce)。對(dui)(dui)于商(shang)品(pin)(pin)調價(jia)(jia)(jia)(jia)(jia)等價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge)變(bian)(bian)動情況實行統(tong)(tong)一(yi)部署,各(ge)(ge)門店(dian)根據(ju)(ju)要求(qiu)按規定的時間(jian)統(tong)(tong)一(yi)變(bian)(bian)價(jia)(jia)(jia)(jia)(jia)。統(tong)(tong)一(yi)的商(shang)品(pin)(pin)價(jia)(jia)(jia)(jia)(jia)格(ge)(ge)(ge),有利于連(lian)鎖管(guan)理,同時也(ye)便于發揮連(lian)鎖這種組織形態的競爭(zheng)優勢。