赛特购物中心竞争战略研究

发布时间：2018-03-31 22:27

本文选题：零售　切入点：竞争战略　出处：《大连理工大学》2015年硕士论文

【摘要】：赛特购物中心是北京一家具有二十余年发展历史的老牌购物中心,曾经是北京高端购物的代表,是商界的领头羊。近年来,传统零售行业普遍面临着多种压力,竞争激烈,其中包括：成本上涨的压力、电子商务带来的冲击、消费者购买行为的变化以及行业内激烈的竞争。赛特购物中心一方面身处零售行业不可避免的面临上述挑战,另一方面赛特购物中心自身最近几年由于多种因素的影响,没有积极调整应对市场变化,导致经营业绩下滑、消费者流失、品牌竞争力下降、内部员工不满、运营成本上升等等严重问题。本文通过对赛特购物中心内外部环境的全面分析,得出赛特购物中心的优势、劣势和面临的机会及威胁,运用SWOT模型,提出赛特购物中心竞争战略的目标及战略方案,确定具体的实施战略的措施。全文共分为七大部分。第一部分为绪论,简单介绍了赛特购物中心的发展历程,重点用数据说明了赛特购物中心近年来的处境。第二部分为理论综述,列举了零售领域最著名的五种理论,竞争战略领域最常见的波特五力模型,以及国内进行竞争战略分析时最常使用的SWOT模型,还简单介绍了国内对于购物中心研究的一些观点。第三部分为赛特购物中心外部环境分析,这一章节中本文从中国的宏观经济环境、零售行业的环境、北京市百货业的情况三个层面,层层深入,聚焦影响赛特购物中心的外部环境的情况,介绍了赛特购物中心主要的竞争对手,重点分析了赛特购物中心消费者的结构。第四部分为赛特购物中心内部环境分析,这里包含了赛特购物中心的经营商品、购物环境、服务特色、销售业绩、人力资源和营销宣传等。第五部分将之前由内外部环境分析得出的优势、劣势、机会、威胁,运用SWOT模型进行组合分析,制定战略的指导思想和目标,提出竞争战略。第六部分提出了赛特购物中心战略的具体措施,包括调整经营内容及布局、科学设计卖场、加强人才管理、调整组织结构、建立信息管理系统、改变营销模式、整合媒体资源、严格成本控制、打造企业文化八个方面的内容。全文最后一部分是结论。
[Abstract]:Set Shopping Center is an established shopping center in Beijing with a history of more than 20 years. It was once the representative of high-end shopping in Beijing and the leader of the business community.In recent years, the traditional retail industry is facing a variety of pressures and fierce competition, including: the pressure of rising costs, the impact of e-commerce, the change of consumer buying behavior and the fierce competition in the industry.On the one hand, on the one hand, Syte Shopping Center inevitably faces the above challenges in the retail industry. On the other hand, due to the influence of many factors in recent years, Syte Shopping Center has not actively adjusted to cope with market changes, resulting in a decline in its operating performance.Loss of consumers, decline in brand competitiveness, internal employee dissatisfaction, rising operating costs and other serious problems.Through the comprehensive analysis of the inside and outside environment of the shopping center, this paper draws the advantages, disadvantages, opportunities and threats faced by the shopping center, and puts forward the goal and strategic plan of the competition strategy of the shopping center by using the SWOT model.Identify specific measures to implement the strategy.The full text is divided into seven parts.The first part is the introduction, briefly introduces the development of the Set Shopping Center, with data to explain the situation of the Shopping Center in recent years.The second part is a review of the theory, which enumerates the five most famous theories in the field of retailing, the most common Porter's five-force model in the field of competition strategy, and the SWOT model, which is used most frequently in the analysis of competition strategy in China.Also briefly introduced the domestic shopping center for the study of some views.The third part is the analysis of the external environment of the Set Shopping Center. In this chapter, the author goes deep into three levels: the macroeconomic environment of China, the environment of the retail industry, and the situation of the department store industry in Beijing.Focusing on the situation that affects the external environment of the shopping center, this paper introduces the main competitors of the shopping center, and analyzes the structure of the consumers of the shopping center.The fourth part is the analysis of the interior environment of the Set Shopping Center, which includes the management goods, shopping environment, service features, sales performance, human resources and marketing publicity.The sixth part puts forward the specific measures of the strategy, including adjusting the management content and layout, designing the stores scientifically, strengthening the talent management, adjusting the organization structure, establishing the information management system, changing the marketing mode and integrating the media resources.Strict cost control, create eight aspects of corporate culture content.The last part is the conclusion.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F721

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