求英文摘要，态度诚恳，请求帮助。

来源：百度知道 编辑：UC知道 时间：2024/06/30 09:40:27
自上个世纪九十年代末我国家电行业开始大洗牌，我国家用电器（以下简称家电）零售业的格局开始发生巨大变化，传统百货家电零售开始萎缩，取而代之的以国美电器股份有限公司（以下简称“国美”）、苏宁电器股份有限公司（以下简称“苏宁”）等大型的家电专卖连锁企业，国美和苏宁的店铺迅速开遍大江南北。但是由于各企业之间一直都采用过激的竞争手段, 使得我国家电零售业进入了微利阶段, 到了行业发展的瓶颈, 以至于 2000 年和2001 年我国的家电行业第一次出现了全行业的亏损。这时侯我国家电零售业采取主要的挽救措施，通过各种促销来获取自己的利润。促销的方式被运用的淋漓尽致，但问题也随之层出不穷。进而导致本行业及家电制造业发展失去平衡。
本文以国美电器的促销策略为例，先从促销策略的理论入手，对市场营销理论的4P中的Promotion从理论知识的角进行一个回顾，之后简单谈一下我国家电零售业促销策略现状及国美电器促销策略的发展状况，并根据国美实际促销状况，分析其中存在的问题或不足，并根据实际政策和行业发展的动向提出解决问题的想法，以期能在实际工作时带来帮助。
关键词：家用电器，零售业，促销，价格战，服务

Started from the late-1990s our country electrical appliances profession to mix the cards greatly, our country domestic electric appliances (hereafter referred to as electrical appliances) retail trade's pattern to start to have the immense changes, the traditional general merchandise electrical appliances retail sales starts to wither, displaces (hereafter refers to as “country US” by the country US Telegraphic Transmission Limited liability company), the Soviet rather electric appliance Limited liability company (to hereafter refer to as “Soviet rather”) and so on large-scale electrical appliances to specialize in selling the chain-like enterprise, country US and the Soviet shop rather spreads over a wide area the great river north and south rapidly. But because between various enterprises has used the extreme competition method, caused our country electrical appliances retail trade to enter the meager profit stage, to profession development bottleneck, in 2000 and in 2001 our