题目内容

国美电器的集中采购模式
国美电器有限公司成立于1987年1月1日,当时只是北京珠市口一家一百平方米左右的小门店,创业者是来自广东的黄光裕先生。这是一家以经营各类家用电器为主的全国性家电零售连锁企业,隶属于北京鹏润投资有限公司。1990年国美创建新的供销模式,脱离中间商,与厂家直接接触,搞包销制。1991年电器商品还处于求大于供的状况,国美电器率先在《北京晚报》中缝做报价广告,借助广告这一现代营销手段导引了顾客消费和消费者与媒体的新型互动关系,走出了坐店经营的传统模式。1992年国美电器生意很好,黄光裕乘胜追击,陆续开了七、八家门店,店名各不相同。1996年以长虹为首的国产家电崛起,国美迅速调整主营结构,由先前单纯经营进口商品转向经营国产、合资品牌家电。1998年国美调整门店分布格局,关闭市中心的小型店面,在北京市三环线附近开设2000平米以上的大型商场。1998年1月国美电器认真总结了十多年发展经验,出台了230页的《国美经营管理手册》。1999年7月国美首次走出京城,在天津开设两家连锁店,虽遭到当地十大商场强烈抵制,却使国美知名度极大提高,两家门店生意火爆,被业界惊叹为“国美现象”。1999年12月国美电器进军上海,当月实现2183万销售额,一年以后,9家分店遍布上海的8个区,月销售额超亿元,实现了京、津、沪连锁的构架。2000年7月针对此前彩电峰会的限价,国美代表家电流通企业发出自己的声音,连续数个周末在京、津、沪各门店推出特价彩电,迫使彩电峰会成员相继在国美跳水,使商家不再是生产、流通、消费各环节中的价格执行者,而成为价格的主宰者。2000年10月国美推出千万元彩电采购大招标,厦华、索尼先后接标,国美分别与之签订了1800万和2564万元采购合同,彩电采购总量达10850台。随后,国美又开出亿元采购订单,分别与荣事达和TCL签订8000万元和1.5亿元的销售合同,被经济学家称为“商业资本”重新抬头。2001年5月1日国美在全国范围内有10多家连锁店同天开张,从而使国美全国连锁店数量超过60家,国美电器进入“全国连锁零售网络”建设高峰期。2002年2月国美在全国推出“差价补偿”承诺,以进一步突出规模销售所体现的价格优势,并受到消费者热烈欢迎。2004年,国美决定进入音像市场,国美音像将在未来5年内斥资5亿元推出“雄鹰计划”,分阶段在全国范围内组建5000家精品直营门店,最终把国美音像打造成一艘音像零售航母,占领全国音像零售市场20%~30%的份额。多年来,国美电器始终坚持“薄利多销、服务争先”的经营策略,把规模化的经营建立在完善的售后服务体系基础之上,从而得到了广大消费者的青睐。目前,国美电器已发展成为全国最大的家电零售连锁企业,在北京、天津、上海、成都、重庆、郑州、西安、沈阳、济南、青岛、广州、深圳、杭州、昆明、福州、宁波及山西、河北、吉林、江苏等省市拥有150余家大型连锁商城,10000多名员工,年销售额达200多亿元,跨入中国商业连锁前三,并成为长虹、TCL、康佳、厦华、海信、东芝、索尼、松下、LG、飞利浦、夏普、三洋等众多厂家在中国的最大经销商。在吸取国际上连锁超市成功经验的基础上,国美电器结合中国市场特色,逐步确立了“建立全国零售连锁网络”的经营战略。2003年11月,国美在香港开设了第一家门店。预计未来几年内,国美将进一步开拓国际市场,逐步树立国美的国际商业品牌。
国美三件宝:(1)连锁化经营。国美电器采用“正规连锁”和“加盟连锁”两种经营形态,但无论何种经营形态,均属同一经营系统。经营业务实行总部统一管理、统一订货、统购分销、同一形象,这种规模化发展策略可以最大限度地降低经营成本,使费用分摊变薄,以求得更实效、更迅速地扩展国美电器的连锁之路。(2)三级管理体系。国美电器连锁系统组织机构分为总部、分部、门店三个层次:总部负责总体发展规划等各项管理职能;分部依照总部制订的各项经营管理制度、政策和指令负责对本地区各职能部门、各门店实行二级业务管理及行政管理;门店是总部政策的执行单位,直接向顾客提供商品及服务。(3)经营管理手册。总结成功经验,借鉴国际先进管理理念是国美管理上不断跃升的源泉。随着国美的成功,国美人自己在实践中总结出的管理模式——国美经营管理宝典——《国美经营管理手册》,从企业的文化、组织规范、经营模式、各岗位的职能到工作流程、标准以及管理制度,在其中都有严格而切合实际的行为规范。它是国美走向更加辉煌的明天的坚实基础,是国美持续、稳步发展的有力保障。
案例分析要求:
分析案例中国美电器采取了什么措施来降低成本?

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For this part, you are allowed 30 minutes to write a composition on the topic Electronic Games: A Blessing or a Curse? You should write at least 120 words following the outline given below in Chinese.
1. 电子游戏很普遍。
2. 有的人认为好,而有的人认为不好。
3. 自己的看法。

(一)信用证资料
Form. of Doc.Credit *40A :IRREVOCABLE
DDe.Cedit Number *20 :LC-320-025477l
Date of Issue 31C :060922
Expiry *3l D :Date 061222 Place CHINA
Applicant *50 :MARCONO CORPORATION
RMl001,STAR BLDG.TOKYO,JAPAN
Beneficiary *59 :QINGDAO(SHANDONG)HUARUI CO. NO.35 WUYIROAD QINGDAO.CHINA
Amount *32B :Currency USD Amount 70 000.00
Pos./Neg.Tol.(%) 39A :5/5
Avariable with/by *41 D :ANY BANK BY NEGOTIATION
Draft at…… 42C :DRAFTS AT SIGHT FOR FULL INVOICE VALUE
Drawee 42A :ROYAL BANK LTD.TOKYO
Partial Shipments 43 P :ALLOWED
Transshipment 43T :NOT ALLOWED
Loading in Charge 44A :SHIPMENT FROM CHINESE MAIN PORT
F0r Transport to 44B :OSAKA.JAPAN
Latest Date of Ship. 44C :061210
Descript.of Goods 45A :
HALF DRIED PRUNE 2005 CROP
GRADE SPEC QNTY UNIT PRICE
(CASE) (USD/CASE)
A L:500CASE M:500CASE 1.000 22.0 CFR OSAKA
B L:1200CASE M:1200CASE 2.400 20.0 CFR OSAKA
PACKING: IN WOODEN CASE.12KGS PER CASE
TRADE TERMS:CFR OSAKA
Documents required 46A :
FULL SET OF CLEAN ON BOARD OCEAN BILLS OF LADING MADE OUT TO ORDER OF SHIPPER AND BIANK ENDORSED AND MARKED“FREIGHT PREPAID” AND “NOTIFY MARCONO CORPORATION. RMl001. s11AR BLDG.TOKYO.JAPAN”
+MANUALLY SIGNED COMMERCLAL INVOICE IN TRIPLICATE(3)INDICATING APPLICANT's REF.NO.SCLI-98-0474.+PACKING LIST IN TRIRIPUCATE(3).
Details of Charges 7 1 B :ALL BANKING CHARGES OUTSIDE JAPAN ARE FOR ACCOUNT OF BENEFICIARY
Presentation Period 48 :DOCUMENTS TO BE PRESENTED WITHIN 1 5 DAYS AFTER THE DATE OF SHIPMENT.BUT WITHIN THE VALIDITY OF THE CREDIT.
(二)补充资料:
发票号码:76IN—C001, 发票日期:2006年9月8日
提单号码:NSD220055, 提单13期:2006年12月5日
船名:FENGLEI V.66026H 装运港:青岛港
集装箱:2×20’FCL CY/CY 出口1:3岸:青岛海关
TRIU 1764332 SEAL05003 合同号:HAl 101
KHLU I 766888 SEAL 05004 SHIPPING MARKS(唛头)
出口商:青岛华瑞贸易公司

SECTION B ENGLISH TO CHINESE
Directions: Translate the following text into Chinese.
Winners do not dedicate their lives to a concept of what they imagine they should bed rather, they are themselves and as such do not use their energy putting on a performance, maintaining pretence, and manipulating others. They are aware that there is a difference between being loving and acting loving, between being stupid and acting stupid, between being knowledgeable and acting knowledgeable. Winners do not need to hide behind a mask.
Winners are not afraid to do their own thinking and to use their own knowledge. They can separate facts from opinions and don't pretend to have all the answers. They listen to others, evaluate what they say, but come to their own conclusions. Although winners can admire and respect other people, they are not totally defined, demolished, bound, or awed by them.
Winners do not play "helpless", nor do they play the blaming game. Instead, they assume responsibility for their own lives.

SHANGHAI TEXTILES IMP.&EXP.CORP.
27 ZHONGSHAN ROAD.SHANGHAI.CHINA
TEL:86—21—63218467 FAX:86—21—63291267
SALES CONFIRMATION
No:sT0603ll
Date:Aug.15,2006
TO:SUPERB AIM(HONGKONG)LTD.
RM.504 FUNGLEE COMM BLDG KOWIOON.HONGKONG
We hereby confirm having sold to you the following goods on terms and conditions as stated below.
NAME OF COMMODITY:textile
SPECIFICATION: Twill 2/1 108x54/20×20 59”
PACKING: Packed in cartons of ten meters
QUANTITIY: Total 10 000 meters
UNIT PRICE: USD 54.00 per meter CIFC2 H.K.
TOTAL AMOUNT: USD 540 000.00
(SAY US DOUARS FIVE HUNDRED AND FORTY THOUSAND ONLY.)
SHIPMENT:During Oct/Nov.2006 from Shanghai to H,K.with partial shipments permitted.
INSURANCE:To be covered by the seller for 1 10%of total invoice value against all risks and war risks as per the relevant ocean marine cargo clauses of the PICC dated 198I/01/01.
PAYMENT:The buyer should open through a bank acceptable to the seller an irrevocable L/C payable at 30 days after B/L date to reach the seller 30 days before the month of shipment、ralid for negotiation in China until the 15th day after the date of shipment REMARKS:Please sign and retum one copy for our file.
The Buyer: The Seller:
Alice SHANGHAI TEXTILES IMP.&EXP.CORP.
HONGKONG&SHANGHAI BANKING CORPORATION
QUEENS ROAD CHNTERAL,P.O.BOX 64,H.K.
TEL:822-1111 FAX:810-1112
Advised through:Bank of China, NO.CN3099/714
Shanghai Branch, DATE:Oct.2th,2006 H.K.
To:SHANGHAI TEXTILES IMP&EXP CORPORATION
27 ZHONGSHAN ROAD,SHANGHAI,CHINA
Applicant:SUPERB AIM (HONGKONG)LTD.
RM.450 FUNGLEE COMM BLDG KOWLOON,HONGKONG
Dear Sirs,
We hereby open our irrevocable L/C No.CN3099/714 in your favour for a sum not exceeding about HKD540 000.00(SAY HK DOLLARS FIVE HUNDRED FORTY THOUSAND ONLY)available by your drafts on HSBC at 30 days after sight accompanied by the following documents:
1.Signed commercial invoice in 6 copies.
2.Packing List in quadruplicate.
3.2/3 clean Oil board B/L made out to order notify the above mentioned applicant and marked“Freight Collect”dated not later than October 3 1 th,2006.From Shanghai to Hongkong,partial shipment are not permitted.
4.Insurance policy in 2 copies covering All Risks and War Risks for 150%invoice value as per the relevant ocean marine cargo clauses of the PICC dated 198I/01/01.
5.Certificate of Origin issued by China Council for Promotion of International Trade.
6.A certificate issued by the beneficiary and countersigned by

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