摘要：随着我国大型家电零售商的崛起，家电生产商相对于零售商的垄断势力和话语权逐渐减弱。而注重顾客忠诚度营销，提高本土家电制造商对国美的议价能力是企业战略管理的重点和难点，也使家电制造商与零售商实现双赢，走向辉煌的强大动力。本文通过分析本土家电制造商与国美议价现状，研究顾客忠诚度营销对议价能力的影响机理。忠诚的顾客主要有持久性、稳固性、不可替代性三个特征，可以提高制造商卖方势力，抑制零售商卖方势力，使得本土家电制造商获得议价优势。
关键词：国美电器；家电制造商；顾客忠诚度；议价能力
Abstract:Along with development of major home appliance retailer in our country, appliance manufacturers relative to retailers, the monopoly power and voice gradually weakened. The emphasis on loyalty marketing, domestic appliance manufacturers to improve the U.S. bargaining power of the country is the focus of strategic management and difficult, is the underlying foundation of enterprise invincible, but also to appliance manufacturers and retailers to achieve win-win situation, to brilliant powerful driving force. This paper analyzes the domestic appliance manufacturers’ bargaining power to GOME, Bargaining power of loyalty marketing ,the impact on the mechanism of loyal customer are persistence , stability , three characteristics of irreplaceable. The manufacturer can increase the sellers forces ,suppression retail seller power ,making the domestic home appliance manufacturer for bargaining advantage.
Key Words：GOME；appliance manufacturer； bargaining power；Customer Loyal
