摘要：随着中国经济由计划经济向市场经济的转化，再加上市场经济的快速发展，中国家电零售行业经历了由供不应求到产量过盛的变化。重庆地区的家电零售市场也不例外，随着重庆直辖市的成立，经济的快速发展，外来家电零售企业盯准了这个潜力巨大的市场，纷纷进入，重庆家电零售市场竞争尤为激烈。重庆本土家电零售企业要想在竞争中站住脚跟，占据优势地位，就必须不断提升企业的核心竞争力。企业的核心竞争力是一个企业保持持续竞争优势的源泉，是企业生存和发展的关键。

　　　本文通过对重庆地区本土家电企业的宏观环境和市场竞争环境分析，了解重庆地区家电零售市场的整体运营状况以及本土家电零售企业所面临的挑战。对本土家电企业的营销策略和本土家电企业的核心竞争力进行探讨分析，了解本土家电零售企业核心竞争力存在的问题，最后针对这些问题提出相应的解决措施，从而研究本土家电零售企业提升核心竞争力的途径，帮助本土家电零售企业全面提升竞争力，转变其市场格局。

关键词：市场营销 企业管理 核心竞争力 家电零售

ABSTRACT：With the transformation of Chinese economy from planned economy to market economy, coupled with the market economy rapid development, Chinese household electrical appliance industry has experienced from shortage to yield excessive changes. Chongqing area of home appliance market is no exception, with the establishment of Chongqing municipality directly under the central government, the rapid economic development, foreign home appliance retailers targeting this market with huge potential, have entered the Chongqing home appliance retail market, competition is particularly fierce. Chongqing local appliance retail enterprises to survive in the competition, occupy the dominant position, they must continuously enhance the core competitiveness of enterprises. The core competitiveness of enterprises is the source of sustainable competitive advantage of keep an enterprise, is the key to the survival and development of enterprises.

　　　　The macro environment for the domestic household electrical appliance enterprises in Chongqing area and market competition environment through analysis, to understand the whole operation condition of Chongqing home appliance retail market and the domestic home appliance retail enterprises are facing challenges. Analysis of local household electrical appliance enterprises, marketing strategy and local electrical appliances enterprise core competitiveness, understand the existing retail home appliance enterprise core competitiveness of the problem, finally puts forward the corresponding measures to solve these problems, ways to study the local appliance retail enterprises to enhance their core competitiveness, to help local appliance retail enterprises to promote their competitiveness, change the pattern of the market.

Keywords：Marketing；management of enterprises；core competitiveness ；appliance retail

　　　本文基于市场营销研究角度，结合国内外学者对市场核心竞争力的相关研究，得出核心竞争力的概念、特征、相关构成以及对企业的发展意义等。然后通过对重庆本土家电零售企业构建核心竞争力的现状和问题分析，结合宏观环境分析和竞争环境的分析，得到其提升竞争力的必然性，对本土家电零售企业进行一个SWOT分析，借助这个分析工具，全面了解重庆本土家电企业的经营状况。根据重庆地区本土家电零售企业市场核心竞争力存在的问题，以及企业的经营现状，提出本土家电零售企业提升核心竞争力的途径。