石家庄新百广场差异化经营策略研究

发布时间：2018-05-26 17:22

本文选题：零售百货业 + 石家庄新百广场　；参考：《河北经贸大学》2017年硕士论文

【摘要】：随着全球经济的不断发展,人们的生活水平不断提高,我国经济呈现新形态,正在由工业主导向第三产业主导加快转变。作为第三产业重要组成部分的零售业已经发展到了迅猛的阶段。竞争环境瞬息万变,体验式购物中心疯狂扩张、奥特莱斯业态受到热捧、线上消费快速发展、传统百货增速下滑,渠道的变化使得消费者的购物选择更加广泛。随着市场环境的变化、像电子商务等新行业态不断对传统行业发起冲击和挑战、经营促销模式创新度不高,大多数百货店因价格战影响利润减少,传统零售百货业面临严峻考验。百年老店新百广场作为石家庄商业的老牌百货商场,在如此商业形势下,对自己发展树立了更高的标准,同时在研究外部条件和内部状况时,利用所有可以利用的有利条件,不断增加市场占有率、提高总体收入、提升盈利水平。本文概括叙述了市场营销工具的概念和理论,以PEST宏观环境分析新百广场所面临各种优劣条件,结合石家庄新百广场当前的宏观环境,并借助于SWOT分析法深入研究公司优势,对新百广场自身内部环境进行综合分析;此外,依托于当前公司自身优势和各种发展机遇与挑战,明确了石家庄新百广场的定位及短期目标、长期目标,制定与市场发展规律相适宜的发展策略——差异化经营策略。具体包括:从有形差异化、无形差异化、内部差异化、外部差异化四个方向出发;从商场定位、品类布局、会员维护、技术应用四方面实施;从人才管理、组织文化、集团资金三方面进行保障,最终实现经营调整目的:熟知自身优劣势完善自我认知,更好地把握石家庄市场环境变化,适应机遇、从差异化经营角度实现持久良性经营、增强竞争优势。
[Abstract]:With the development of global economy and the improvement of people's living standard, China's economy is changing from industry leading to tertiary industry leading. As an important part of the tertiary industry, the retail industry has developed to a rapid stage. The competition environment changes rapidly, the experience shopping center expands frantically, the Otelles business is popular, the online consumption develops rapidly, the traditional department store growth rate drops, the channel change causes the consumer's shopping choice to be more extensive. As the market environment changes, new industries such as e-commerce continue to challenge and challenge traditional industries, and business promotion models are not highly innovative, and most department stores reduce their profits because of the impact of price wars. Traditional retail department stores face a severe test. As an old department store of Shijiazhuang business, under such a commercial situation, Xinbai Square, a century-old shop, has set a higher standard for its own development. At the same time, it has made use of all the favorable conditions available to it when studying external and internal conditions. Continuously increase market share, raise total income, raise profit level. This paper describes the concept and theory of marketing tools, analyzes the advantages and disadvantages of Xinbai Square by PEST macro environment, combines the current macro environment of Xinbai Square in Shijiazhuang, and studies the advantages of the company with the help of SWOT analysis. In addition, relying on the company's own advantages and various development opportunities and challenges, the positioning, short-term and long-term goals of Xinbai Square in Shijiazhuang are clearly defined. To formulate the development strategy suitable for the market development law-differentiated management strategy. Specific include: from tangible differentiation, intangible differentiation, internal differentiation, external differentiation four directions; from the market positioning, category layout, member maintenance, technology application four aspects of implementation; from the talent management, organizational culture, The group funds are guaranteed in three aspects, and the purpose of management adjustment is to know well their own advantages and disadvantages, to better grasp the changes of market environment in Shijiazhuang, to adapt to the opportunities, and to realize sustainable and benign management from the perspective of differential management. Enhance competitive advantage.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

【相似文献】