摘要：随着中国加入WTO有关商品零售业保护政策的取消，我国的家电连锁业将迎来新一轮的升级竞争。这将给本已处于“店满为患、竞争激烈”的我国家电连锁业带来前所未有的压力与挑战。家电连锁经营企业急速扩张，想超大规模连锁联盟要效益已成为其发展的必经之路。但我国家电连锁企业现在的急速扩张大多处在不理性扩张阶段，在追求速度和数量的同时，暴露出一些经营管理上的致命隐患：一是基础薄、发展快，成长出现“高原反应”。二是起点、低标准高，企业成长出现早熟问题。三是竞争强、规范差，企业成长面临无序环境，提出相对合理化的建议及对策分析，有利于推动其健康、高速的发展，实现规范的商业运作，并对其家电连锁企业和相关企业起到警示和借鉴作用。
关键词：国美电器；连锁经营 ；扩张；对策
Abstract：Attend relevant of the merchandise retail The WTO’s trade to protect the police together with China to cancel together ,the appliance catena industry of the our country will face to come to new a round Promote to higher grade the competition . This will give this to have been placed in “the store is full to bring trouble, competition vehemence” of our country the appliance catena industry brings the unprecedented pressure and challenge. The appliance catena operates the business enterprise high speed extends, facing the super and large scale catena the alliance want the performance has become its development necessarily from it road. But the super speed expansion of the now in business enterprise in catena in appliance in our country is placed in the stage of disregard expansion mostly and all, at pursuer the speed with the quantity at the same time, expose outing some management that operate the fatal problem: One is a point of the foundation is thin, the development is quick,grow ups to appear the “plateau the reaction ”. Two is a point of departure low, the standard is high and the business enterprise grows up to appear the precocious problem. Three is a competition strong, the norm is bad, the business enterprise grows up to face to have no the preface environment .This text regard beautiful electric appliance limited company of country as the example, from the catena scale extending trend analyzes its possible to be existent of secret worry, and put forward suggestion and counter plans of possible rationalization analyze, pushing its health super speed development, realizing the business operation of the norm.
Keywords：Guomei electrical appliance ；Catena management ,；Expansion ,；Counterplan
