万达百货转型的策略研究

发布时间：2018-05-31 03:00

本文选题：万达百货 + 转型策略　；参考：《大连海事大学》2016年硕士论文

【摘要】：百货业作为居民日常消费中必不可少的一部分,在传统零售业中长期处于龙头地位。但是随着近年来连锁超市、购物中心及电子商务的快速发展,传统百货的市场份额不断受到冲击。根据最新公布的“2014年中国内地购物中心销售额、知名百货销售额”数据显示,2014年中国内地大部分的知名百货企业中都出现了不同程度的销售额下降情况。中国传统百货业正面临着极为严峻的发展形势,同时受到自身经营模式和产品结构不合理以及百货店之间严重的产品同质化现象等内部制约因素,传统百货业还尚未有可行的方法和模式创新运营,国内消费受政策和经济环境的影响亦难以大幅度提升,未来百货业关店的现象会延续。电商对传统百货的步步紧逼,大型购物中心也凭借其“一站式消费”的特点和优势,将购物、娱乐、旅游、休闲、餐饮等多种功能融为一体,在此双重冲击下,万达百货也正陷入生存窘境,亟需转型改变传统的商业模式得以谋求新生。本文在准确把握百货转型基本概念和细致分析我国传统百货业发展现状以及转型面临困局基础上,从多业态经营、吸收购物中心新元素优化业态、转型购物中心前深挖细分市场等方面梳理传统百货服务创新常用策略,进而分析了万达百货转型的环境及其所面临的问题,提出万达百货转型的应对策略,最后提出万达百货转型策略的实施及保障措施。本文研究目的为在严峻发展环境下探索万达百货的转型策略,为万达百货的转型方向决策提供理论参考和现实依据。本文的研究结论可对万达百货转型过程的战略决策具有一般性的指导意义,可以帮助和指导万达百货在严峻的行业环境以及激烈的市场转型中成功转型。
[Abstract]:As an indispensable part of residents' daily consumption, department stores have long been in the leading position in traditional retailing. However, with the rapid development of supermarket chains, shopping centers and electronic commerce in recent years, the market share of traditional department stores is constantly affected. According to the latest data on "sales of mainland Chinese shopping malls in 2014, well-known department stores", most of the mainland's most well-known department stores experienced a different degree of decline in sales in 2014. Chinese traditional department stores are facing a severe development situation. At the same time, they are subject to internal constraints such as unreasonable business model and product structure, and serious product homogeneity among department stores. The traditional department store industry has not yet been feasible methods and mode of innovative operation, domestic consumption by the impact of policy and economic environment is difficult to greatly increase, the future of the Department Store closure phenomenon will continue. E-commerce is pressing the traditional department stores step by step, and large shopping centers, depending on their characteristics and advantages of "one-stop consumption," combine shopping, entertainment, tourism, leisure, catering and other functions into one. Under this dual impact, Wanda is also struggling to reinvent its traditional business model. Based on the accurate understanding of the basic concept of department store transformation and the detailed analysis of the current situation of the development of traditional department store industry and the difficulties faced by the transformation, this paper aims at absorbing new elements of shopping center to optimize the business form from the view of multi-business operation. This paper combs the common strategies of traditional department store service innovation in the aspects of deep digging and subdividing market in front of transforming shopping center, then analyzes the environment of Wanda department store transformation and the problems it faces, and puts forward the countermeasures of Wanda department store transformation. Finally, put forward the implementation of Wanda department store transformation strategy and safeguard measures. The purpose of this study is to explore the transformation strategy of Wanda department store under the severe development environment, and to provide theoretical and practical basis for the decision-making of Wanda department store's transition direction. The conclusion of this paper is of general significance to the strategic decision of Wanda department store transformation process, and can help and guide Wanda department store to successfully transform in the severe industry environment and the fierce market transformation.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F721

【相似文献】