联营模式下百货企业经营的困境与突破

发布时间：2018-03-01 09:02

本文关键词： 联营模式百货企业品牌经营阻碍突破　出处：《商业经济研究》2017年16期 　论文类型：期刊论文

【摘要】：20世纪90年代起,品牌联营开始成为我国百货企业经营模式的主流,它有效规避了自营模式中存在的种种经营风险,为我国百货业的平稳发展发挥了重要作用。然而,近年来随着购物中心及电子商务等新型业态的迅速兴起,百货企业联营模式的弊端也随之凸显,给企业发展带来一系列负面问题,如盈利空间难以拓展、商品品类高度同质化、商品流通效率低下、渠道影响力弱化等,严重影响了百货企业的进一步发展,甚至成为制约我国百货业发展的内在障碍。鉴于此,本文主要就联营模式下百货企业品牌经营存在的阻碍以及如何突破进行探讨。文章首先对联营模式的概念、产生背景及优势作了简要阐述;其次,通过分析我国百货企业品牌经营发展的现状,找出阻碍其发展的主要问题;最后提出突破我国百货企业品牌联营阻碍的相关对策。
[Abstract]:Since 1990s, brand association has become the mainstream of department store business model in our country. It has effectively avoided all kinds of management risks existing in the mode of self-operation, and has played an important role in the smooth development of the department store industry in our country. In recent years, with the rapid rise of shopping centers and e-commerce and other new forms of business, the drawbacks of the joint venture mode of department stores have also been highlighted, which has brought a series of negative problems to the development of enterprises, such as the difficulty to expand the profit space, the high homogeneity of commodity categories. The low efficiency of commodity circulation and the weakening of channel influence have seriously affected the further development of department stores and even become an inherent obstacle to the development of Chinese department stores. This paper mainly discusses the obstacles and how to break through the brand management of department stores under the joint operation mode. Firstly, this paper briefly expounds the concept, background and advantages of the joint venture mode; secondly, By analyzing the current situation of the brand management and development of department stores in China, this paper finds out the main problems hindering its development, and finally puts forward the relevant countermeasures to break through the obstacles of the brand association of the department stores in our country.
【作者单位】：广东农工商职业技术学院;
【分类号】：F721

【相似文献】