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1987年的一天,在北京珠市口,一家很不起眼的小店,在一个很不起眼的小街上诞生了,它的名字叫国美。那时候,恐怕谁也不会相信,它会发展成今天拥有150家连锁直营超市、年营业额达177.9亿元的零售大鳄。17年时间,国美不仅登上了中国家电零售业的冠军宝座,而且正保持着旺盛的发展势头,据估计,国美的营业额今年有望突破250亿。国美还远不满足今天的成就,它要占领中国家电零售总量3000亿元这个大蛋糕的20%,并打入国际市场,成为一个跨国连锁经营企业。我们为国美感到骄傲,我们也期盼国美能成为中国家电业的沃尔玛、家乐福,我们也希望走到世界的任何一个地方都能看到国美的影子,看到中国企业的影子。但国美能走向世界吗?国美能延续它高速成长的神话吗?国美目前的成功模式能支撑它的跨国梦吗?国美高速发展的背后隐藏着什么成长危机?
One day in 1987, in the mouth of Beijing’s Zhushikou, a very small shop was born in a very small street, its name is Gome. At that time, I am afraid that no one would believe that it will develop into a retail predator with 150 chain supermarkets and an annual turnover of 17.79 billion yuan. In the past 17 years, Gome has not only won the championship of China’s home appliance retail industry, but also maintained a strong momentum of development. It is estimated that Gome’s turnover is expected to exceed 25 billion this year. Gome is still far from meeting today’s achievements. It has to occupy 20% of the big cake of 300 billion yuan in total household appliance retail sales in China and enter the international market to become a multinational chain-operating company. We are proud of Gome. We also hope that Gome will become Wal-Mart and Carrefour in China’s home appliance industry. We also hope that we can see the shadow of Gome and see the shadow of Chinese companies anywhere in the world. But can Gome go to the world? Can Gome continue its myth of rapid growth? Can Gome’s current success model sustain its transnational dream? What are the growth crises behind the rapid development of Gome?