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)(de)連鎖(suo)經營一(yi)(yi)樣(yang),家電專營的(de)(de)連鎖(suo)企業建立有一(yi)(yi)整套(tao)以管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)制度、管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)標(biao)(biao)準和管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)方法為中心內容的(de)(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)系統(tong)(tong),形成標(biao)(biao)準化(hua)的(de)(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)模(mo)式。對各(ge)門(men)店(dian)統(tong)(tong)一(yi)(yi)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)的(de)(de)內容包括人(ren)員(yuan)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)、購銷管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)、賬務管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)、庫存(cun)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)、安全(quan)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)等,依(yi)靠嚴格(ge)的(de)(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)實施統(tong)(tong)一(yi)(yi)的(de)(de)規模(mo)化(hua)經營達到(dao)目標(biao)(biao)效(xiao)益(yi)。各(ge)門(men)店(dian)按統(tong)(tong)一(yi)(yi)的(de)(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)標(biao)(biao)準開展各(ge)項工作,強化(hua)考核與培訓,提高門(men)店(dian)的(de)(de)管(guan)(guan)(guan)(guan)(guan)理(li)(li)(li)及服(fu)務水平,各(ge)運作步驟協(xie)調配(pei)合,改變單(dan)店(dian)操作模(mo)式。
2、統一采購
連鎖經(jing)營的(de)實(shi)質是(shi)(shi)通過規(gui)模(mo)經(jing)營來(lai)達(da)到追求規(gui)模(mo)效益的(de)目的(de),作為(wei)商(shang)品(pin)經(jing)營,其(qi)消(xiao)費的(de)特殊性(xing)使貨源的(de)質量顯(xian)得(de)更(geng)為(wei)重(zhong)要。連鎖經(jing)營的(de)核心內容(rong)之一(yi)就(jiu)是(shi)(shi)對(dui)經(jing)營商(shang)品(pin)實(shi)行統一(yi)采購(gou),企業的(de)各分店(dian)根據經(jing)營情況向總部的(de)商(shang)品(pin)配送中心提供本店(dian)的(de)進(jin)貨計(ji)劃(hua)(hua),由(you)總部所轄(xia)的(de)配送中心在貨源組織上(shang)實(shi)行集中統一(yi)采購(gou),再根據計(ji)劃(hua)(hua)和(he)臨時需求統一(yi)配送到各門店(dian),從批量上(shang)降低(di)了分散采購(gou)的(de)進(jin)貨成本,從科學合理安排的(de)進(jin)貨批次(ci)上(shang)降低(di)運營成本,集中采購(gou)時優選商(shang)品(pin)和(he)供應商(shang),以確保(bao)商(shang)品(pin)質量。
3、統一標識
標(biao)識(shi)是企(qi)(qi)(qi)(qi)業(ye)的識(shi)別(bie)系(xi)(xi)統(tong),包(bao)括企(qi)(qi)(qi)(qi)業(ye)字號、企(qi)(qi)(qi)(qi)業(ye)標(biao)志、色彩運用(yong)、表(biao)現(xian)形(xing)式(shi)等(deng)內容(rong),其作(zuo)用(yong)能(neng)使企(qi)(qi)(qi)(qi)業(ye)之間(jian)互相區別(bie),便于(yu)(yu)消(xiao)費者(zhe)識(shi)別(bie)。由(you)于(yu)(yu)連(lian)(lian)鎖(suo)企(qi)(qi)(qi)(qi)業(ye)店多面廣,統(tong)一(yi)分店的標(biao)志、徽號等(deng)企(qi)(qi)(qi)(qi)業(ye)識(shi)別(bie)系(xi)(xi)統(tong),是連(lian)(lian)鎖(suo)店最(zui)(zui)直接(jie)、最(zui)(zui)醒目的表(biao)現(xian)形(xing)式(shi),也是連(lian)(lian)鎖(suo)店最(zui)(zui)基本的統(tong)一(yi)內容(rong),它有助于(yu)(yu)消(xiao)費者(zhe)辨(bian)認和識(shi)別(bie)連(lian)(lian)鎖(suo)店所屬的分散在不同地區的各個(ge)門店。各分店使用(yong)統(tong)一(yi)的標(biao)語、口號、商品(pin)陳列方式(shi)與(yu)風(feng)格、員工(gong)服(fu)飾(shi)等(deng)。統(tong)一(yi)的標(biao)示系(xi)(xi)統(tong)能(neng)樹立企(qi)(qi)(qi)(qi)業(ye)品(pin)牌(pai)形(xing)象,使消(xiao)費者(zhe)產生(sheng)信任感,增強對企(qi)(qi)(qi)(qi)業(ye)品(pin)牌(pai)的忠誠度。
4、統一商品服務
統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)商(shang)品服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)是連(lian)(lian)鎖(suo)經(jing)(jing)營中十分重要(yao)的(de)(de)內(nei)(nei)容(rong),只在進貨、配送(song)、管理方面統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi),而缺少服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)的(de)(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi),那么連(lian)(lian)鎖(suo)店(dian)(dian)的(de)(de)品牌(pai)作(zuo)用就(jiu)(jiu)無(wu)法體(ti)現,也(ye)就(jiu)(jiu)失(shi)去(qu)了連(lian)(lian)鎖(suo)的(de)(de)目的(de)(de)。也(ye)就(jiu)(jiu)是說服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)的(de)(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)除(chu)一(yi)(yi)(yi)(yi)般意(yi)(yi)義上(shang)的(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)外,還(huan)包括(kuo)品牌(pai)意(yi)(yi)義。在經(jing)(jing)營過程(cheng)中服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)實(shi)行比(bi)較(jiao)嚴格的(de)(de)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)規范和流程(cheng),統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)規范包括(kuo)服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)環境(jing)要(yao)求、服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)人員基本素質、服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)工作(zuo)標準(zhun)、購物服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)規定(ding)、服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)措施和宣(xuan)傳等內(nei)(nei)容(rong)。員工經(jing)(jing)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)培訓(xun)后(hou)上(shang)崗(gang),執行統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)(de)崗(gang)位(wei)規范,按(an)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)標準(zhun)進行獎懲,各(ge)分店(dian)(dian)按(an)照(zhao)總部統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)規范要(yao)求,達到(dao)統(tong)(tong)(tong)(tong)一(yi)(yi)(yi)(yi)的(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)水平。無(wu)論消(xiao)費者到(dao)哪一(yi)(yi)(yi)(yi)家(jia)分店(dian)(dian),都能享受(shou)到(dao)同樣產品服(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)。
5、統一配送
配(pei)(pei)送(song)(song)(song)是(shi)家電連(lian)鎖(suo)經營的集(ji)中(zhong)體現,是(shi)統(tong)一采(cai)購貨(huo)源的物(wu)流表現形(xing)式,體現商(shang)品(pin)(pin)經營集(ji)約(yue)化和企業管(guan)理水平。總部(bu)的配(pei)(pei)送(song)(song)(song)中(zhong)心對(dui)各(ge)分店(dian)(dian)銷(xiao)售的商(shang)品(pin)(pin)實行統(tong)一配(pei)(pei)送(song)(song)(song),并負責(ze)商(shang)品(pin)(pin)數(shu)量管(guan)理和商(shang)品(pin)(pin)質(zhi)量管(guan)理,處理配(pei)(pei)送(song)(song)(song)與各(ge)門店(dian)(dian)的關(guan)系。配(pei)(pei)送(song)(song)(song)中(zhong)心通(tong)過內部(bu)計算機網絡管(guan)理系統(tong)對(dui)進貨(huo)、驗(yan)收、貯存(cun)、出庫復核(he)、運輸(shu)、送(song)(song)(song)貨(huo)等(deng)進行職(zhi)能監(jian)控(kong),科學控(kong)制庫存(cun)品(pin)(pin)種、數(shu)量,同(tong)時(shi)負責(ze)商(shang)品(pin)(pin)的退換貨(huo)處理。統(tong)一的商(shang)品(pin)(pin)配(pei)(pei)送(song)(song)(song)及(ji)時(shi)有效(xiao)地保證門店(dian)(dian)開展優質(zhi)服(fu)務(wu),根據各(ge)分店(dian)(dian)的位置(zhi)、需要的商(shang)品(pin)(pin)情況合理制定配(pei)(pei)送(song)(song)(song)路線,節約(yue)人工、運輸(shu)成(cheng)本以及(ji)降低(di)庫存(cun)等(deng),并保證配(pei)(pei)送(song)(song)(song)服(fu)務(wu)水平以及(ji)分店(dian)(dian)的商(shang)品(pin)(pin)供(gong)應。
6、統一價格
家(jia)電連(lian)鎖(suo)店(dian)的(de)(de)統(tong)(tong)(tong)(tong)一(yi)進貨和配送為(wei)價(jia)(jia)格(ge)的(de)(de)統(tong)(tong)(tong)(tong)一(yi)創(chuang)造(zao)了條件,各(ge)門(men)店(dian)對相(xiang)同(tong)商(shang)品(pin)(pin)實行統(tong)(tong)(tong)(tong)一(yi)的(de)(de)售價(jia)(jia),包括各(ge)種優惠促銷活動都執(zhi)(zhi)行統(tong)(tong)(tong)(tong)一(yi)的(de)(de)價(jia)(jia)格(ge)政策(ce)。總部設立專門(men)的(de)(de)物(wu)價(jia)(jia)人員,負(fu)責物(wu)價(jia)(jia)管理(li)工(gong)作,并(bing)把它(ta)作為(wei)價(jia)(jia)格(ge)統(tong)(tong)(tong)(tong)一(yi)的(de)(de)重要內容。物(wu)價(jia)(jia)人員對進價(jia)(jia)審核定價(jia)(jia)并(bing)根(gen)據(ju)市場情況負(fu)責商(shang)品(pin)(pin)調(diao)價(jia)(jia),同(tong)時(shi)對各(ge)門(men)店(dian)價(jia)(jia)格(ge)執(zhi)(zhi)行、物(wu)價(jia)(jia)標(biao)簽明示等(deng)情況進行監(jian)督檢查,貫徹有關物(wu)價(jia)(jia)政策(ce)。對于(yu)商(shang)品(pin)(pin)調(diao)價(jia)(jia)等(deng)價(jia)(jia)格(ge)變動情況實行統(tong)(tong)(tong)(tong)一(yi)部署,各(ge)門(men)店(dian)根(gen)據(ju)要求按規(gui)定的(de)(de)時(shi)間統(tong)(tong)(tong)(tong)一(yi)變價(jia)(jia)。統(tong)(tong)(tong)(tong)一(yi)的(de)(de)商(shang)品(pin)(pin)價(jia)(jia)格(ge),有利(li)于(yu)連(lian)鎖(suo)管理(li),同(tong)時(shi)也便于(yu)發揮連(lian)鎖(suo)這種組(zu)織形態的(de)(de)競(jing)爭優勢(shi)。