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
同其他的(de)連鎖經(jing)營一(yi)(yi)樣,家電專(zhuan)營的(de)連鎖企業建立有一(yi)(yi)整套以管(guan)(guan)(guan)(guan)(guan)理(li)(li)制度、管(guan)(guan)(guan)(guan)(guan)理(li)(li)標(biao)準(zhun)(zhun)和管(guan)(guan)(guan)(guan)(guan)理(li)(li)方法為中心內(nei)容(rong)(rong)的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)系統(tong),形成標(biao)準(zhun)(zhun)化的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)模(mo)(mo)式(shi)。對各(ge)(ge)門店統(tong)一(yi)(yi)管(guan)(guan)(guan)(guan)(guan)理(li)(li)的(de)內(nei)容(rong)(rong)包括人員管(guan)(guan)(guan)(guan)(guan)理(li)(li)、購銷管(guan)(guan)(guan)(guan)(guan)理(li)(li)、賬務管(guan)(guan)(guan)(guan)(guan)理(li)(li)、庫存(cun)管(guan)(guan)(guan)(guan)(guan)理(li)(li)、安全管(guan)(guan)(guan)(guan)(guan)理(li)(li)等,依靠(kao)嚴格的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)實施(shi)統(tong)一(yi)(yi)的(de)規模(mo)(mo)化經(jing)營達到目(mu)標(biao)效益。各(ge)(ge)門店按統(tong)一(yi)(yi)的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)標(biao)準(zhun)(zhun)開(kai)展各(ge)(ge)項工(gong)作(zuo),強(qiang)化考核與(yu)培(pei)訓,提(ti)高(gao)門店的(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)及服務水(shui)平,各(ge)(ge)運作(zuo)步驟協調配合(he),改(gai)變單店操作(zuo)模(mo)(mo)式(shi)。
2、統一采購
連鎖經(jing)(jing)營(ying)的(de)實質(zhi)是通過規(gui)模經(jing)(jing)營(ying)來達到(dao)追求規(gui)模效益(yi)的(de)目的(de),作(zuo)為商(shang)品經(jing)(jing)營(ying),其消費(fei)的(de)特(te)殊性使貨(huo)(huo)源的(de)質(zhi)量顯得更為重(zhong)要。連鎖經(jing)(jing)營(ying)的(de)核心(xin)內(nei)容之一(yi)(yi)就是對經(jing)(jing)營(ying)商(shang)品實行(xing)統一(yi)(yi)采(cai)購(gou),企業(ye)的(de)各分店根(gen)據(ju)經(jing)(jing)營(ying)情(qing)況(kuang)向(xiang)總部的(de)商(shang)品配送中心(xin)提供本(ben)店的(de)進貨(huo)(huo)計(ji)劃,由(you)總部所轄的(de)配送中心(xin)在貨(huo)(huo)源組織(zhi)上實行(xing)集中統一(yi)(yi)采(cai)購(gou),再根(gen)據(ju)計(ji)劃和臨時(shi)需(xu)求統一(yi)(yi)配送到(dao)各門店,從批量上降(jiang)(jiang)低了分散采(cai)購(gou)的(de)進貨(huo)(huo)成本(ben),從科學合(he)理安排的(de)進貨(huo)(huo)批次上降(jiang)(jiang)低運營(ying)成本(ben),集中采(cai)購(gou)時(shi)優選商(shang)品和供應(ying)商(shang),以確保商(shang)品質(zhi)量。
3、統一標識
標(biao)識(shi)(shi)是企(qi)業(ye)的(de)(de)識(shi)(shi)別系統(tong)(tong)(tong),包括企(qi)業(ye)字號(hao)、企(qi)業(ye)標(biao)志、色彩運(yun)用、表(biao)現形(xing)式等(deng)內(nei)容,其作用能(neng)使(shi)企(qi)業(ye)之(zhi)間(jian)互相區(qu)別,便于消費(fei)者(zhe)識(shi)(shi)別。由于連(lian)鎖企(qi)業(ye)店(dian)(dian)多面(mian)廣(guang),統(tong)(tong)(tong)一(yi)分(fen)店(dian)(dian)的(de)(de)標(biao)志、徽號(hao)等(deng)企(qi)業(ye)識(shi)(shi)別系統(tong)(tong)(tong),是連(lian)鎖店(dian)(dian)最直接、最醒目(mu)的(de)(de)表(biao)現形(xing)式,也是連(lian)鎖店(dian)(dian)最基本的(de)(de)統(tong)(tong)(tong)一(yi)內(nei)容,它(ta)有(you)助(zhu)于消費(fei)者(zhe)辨(bian)認和(he)識(shi)(shi)別連(lian)鎖店(dian)(dian)所屬的(de)(de)分(fen)散在不同地區(qu)的(de)(de)各(ge)個門(men)店(dian)(dian)。各(ge)分(fen)店(dian)(dian)使(shi)用統(tong)(tong)(tong)一(yi)的(de)(de)標(biao)語、口(kou)號(hao)、商品陳列方(fang)式與風格、員工服飾(shi)等(deng)。統(tong)(tong)(tong)一(yi)的(de)(de)標(biao)示系統(tong)(tong)(tong)能(neng)樹立企(qi)業(ye)品牌(pai)(pai)形(xing)象(xiang),使(shi)消費(fei)者(zhe)產(chan)生信任感,增強對(dui)企(qi)業(ye)品牌(pai)(pai)的(de)(de)忠誠度。
4、統一商品服務
統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)商品(pin)(pin)服(fu)(fu)(fu)(fu)(fu)務(wu)是連(lian)鎖經營中十(shi)分(fen)重要(yao)(yao)的(de)內容,只在進貨(huo)、配(pei)送、管理方面統(tong)(tong)(tong)一(yi)(yi)(yi)(yi),而缺少服(fu)(fu)(fu)(fu)(fu)務(wu)的(de)統(tong)(tong)(tong)一(yi)(yi)(yi)(yi),那么連(lian)鎖店的(de)品(pin)(pin)牌(pai)作用(yong)就(jiu)無法體現,也(ye)就(jiu)失去了(le)連(lian)鎖的(de)目(mu)的(de)。也(ye)就(jiu)是說服(fu)(fu)(fu)(fu)(fu)務(wu)的(de)統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)除一(yi)(yi)(yi)(yi)般(ban)意(yi)義上的(de)服(fu)(fu)(fu)(fu)(fu)務(wu)外,還包括(kuo)品(pin)(pin)牌(pai)意(yi)義。在經營過程中服(fu)(fu)(fu)(fu)(fu)務(wu)實行(xing)(xing)比較嚴(yan)格的(de)統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)規(gui)范(fan)和(he)流程,統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)服(fu)(fu)(fu)(fu)(fu)務(wu)規(gui)范(fan)包括(kuo)服(fu)(fu)(fu)(fu)(fu)務(wu)環境(jing)要(yao)(yao)求、服(fu)(fu)(fu)(fu)(fu)務(wu)人員基(ji)本素質、服(fu)(fu)(fu)(fu)(fu)務(wu)工(gong)作標(biao)準、購物(wu)服(fu)(fu)(fu)(fu)(fu)務(wu)規(gui)定、服(fu)(fu)(fu)(fu)(fu)務(wu)措施和(he)宣(xuan)傳等內容。員工(gong)經統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)培訓后(hou)上崗(gang),執行(xing)(xing)統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)崗(gang)位(wei)規(gui)范(fan),按統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)標(biao)準進行(xing)(xing)獎懲(cheng),各分(fen)店按照總部統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)服(fu)(fu)(fu)(fu)(fu)務(wu)規(gui)范(fan)要(yao)(yao)求,達(da)到統(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)服(fu)(fu)(fu)(fu)(fu)務(wu)水平。無論消費(fei)者(zhe)到哪一(yi)(yi)(yi)(yi)家分(fen)店,都(dou)能享受(shou)到同樣產品(pin)(pin)服(fu)(fu)(fu)(fu)(fu)務(wu)。
5、統一配送
配送(song)(song)(song)是(shi)家電連鎖經營(ying)(ying)的(de)(de)集中(zhong)體(ti)(ti)現,是(shi)統(tong)(tong)一采購貨源的(de)(de)物流表(biao)現形(xing)式,體(ti)(ti)現商(shang)(shang)(shang)品(pin)(pin)經營(ying)(ying)集約(yue)化和企(qi)業管理(li)(li)水(shui)平。總(zong)部的(de)(de)配送(song)(song)(song)中(zhong)心對各(ge)分店(dian)銷(xiao)售的(de)(de)商(shang)(shang)(shang)品(pin)(pin)實行(xing)統(tong)(tong)一配送(song)(song)(song),并負(fu)責(ze)商(shang)(shang)(shang)品(pin)(pin)數量管理(li)(li)和商(shang)(shang)(shang)品(pin)(pin)質量管理(li)(li),處理(li)(li)配送(song)(song)(song)與各(ge)門店(dian)的(de)(de)關系(xi)。配送(song)(song)(song)中(zhong)心通(tong)過內部計算機網絡管理(li)(li)系(xi)統(tong)(tong)對進(jin)貨、驗收(shou)、貯(zhu)存(cun)(cun)、出庫(ku)復核、運輸(shu)、送(song)(song)(song)貨等(deng)進(jin)行(xing)職能監控,科學控制庫(ku)存(cun)(cun)品(pin)(pin)種、數量,同時(shi)負(fu)責(ze)商(shang)(shang)(shang)品(pin)(pin)的(de)(de)退換貨處理(li)(li)。統(tong)(tong)一的(de)(de)商(shang)(shang)(shang)品(pin)(pin)配送(song)(song)(song)及(ji)時(shi)有效地保證(zheng)門店(dian)開展優質服(fu)務,根據各(ge)分店(dian)的(de)(de)位置、需(xu)要的(de)(de)商(shang)(shang)(shang)品(pin)(pin)情況合(he)理(li)(li)制定配送(song)(song)(song)路線(xian),節約(yue)人工、運輸(shu)成本以(yi)及(ji)降(jiang)低庫(ku)存(cun)(cun)等(deng),并保證(zheng)配送(song)(song)(song)服(fu)務水(shui)平以(yi)及(ji)分店(dian)的(de)(de)商(shang)(shang)(shang)品(pin)(pin)供(gong)應。
6、統一價格
家電連(lian)鎖店(dian)的(de)(de)(de)統(tong)(tong)(tong)(tong)一(yi)進貨(huo)和配送(song)為價(jia)(jia)(jia)(jia)(jia)格(ge)的(de)(de)(de)統(tong)(tong)(tong)(tong)一(yi)創造(zao)了條件,各門(men)店(dian)對相同商(shang)(shang)品實(shi)(shi)行統(tong)(tong)(tong)(tong)一(yi)的(de)(de)(de)售價(jia)(jia)(jia)(jia)(jia),包括各種優惠促銷活動都執行統(tong)(tong)(tong)(tong)一(yi)的(de)(de)(de)價(jia)(jia)(jia)(jia)(jia)格(ge)政(zheng)策(ce)(ce)。總部設立專門(men)的(de)(de)(de)物(wu)價(jia)(jia)(jia)(jia)(jia)人(ren)員,負責物(wu)價(jia)(jia)(jia)(jia)(jia)管(guan)理工作(zuo),并把它作(zuo)為價(jia)(jia)(jia)(jia)(jia)格(ge)統(tong)(tong)(tong)(tong)一(yi)的(de)(de)(de)重要內(nei)容(rong)。物(wu)價(jia)(jia)(jia)(jia)(jia)人(ren)員對進價(jia)(jia)(jia)(jia)(jia)審核定價(jia)(jia)(jia)(jia)(jia)并根據(ju)市場情(qing)況(kuang)負責商(shang)(shang)品調價(jia)(jia)(jia)(jia)(jia),同時(shi)對各門(men)店(dian)價(jia)(jia)(jia)(jia)(jia)格(ge)執行、物(wu)價(jia)(jia)(jia)(jia)(jia)標簽明(ming)示等(deng)(deng)情(qing)況(kuang)進行監督檢查,貫徹有關物(wu)價(jia)(jia)(jia)(jia)(jia)政(zheng)策(ce)(ce)。對于商(shang)(shang)品調價(jia)(jia)(jia)(jia)(jia)等(deng)(deng)價(jia)(jia)(jia)(jia)(jia)格(ge)變(bian)(bian)動情(qing)況(kuang)實(shi)(shi)行統(tong)(tong)(tong)(tong)一(yi)部署,各門(men)店(dian)根據(ju)要求(qiu)按規定的(de)(de)(de)時(shi)間統(tong)(tong)(tong)(tong)一(yi)變(bian)(bian)價(jia)(jia)(jia)(jia)(jia)。統(tong)(tong)(tong)(tong)一(yi)的(de)(de)(de)商(shang)(shang)品價(jia)(jia)(jia)(jia)(jia)格(ge),有利于連(lian)鎖管(guan)理,同時(shi)也(ye)便于發(fa)揮連(lian)鎖這種組織形態的(de)(de)(de)競(jing)爭優勢。