W百货公司发展战略分析

发布时间：2018-06-28 22:06

本文选题：W百货公司 + PEST分析　；参考：《西南交通大学》2017年硕士论文

【摘要】：全球经济低迷,与人们日常生活息息相关的百货零售行业迎来寒冬,国内外知名百货零售企业营业收入纷纷下降,亏损企业不在少数,关店潮已波及到整个行业。又由于互联网时代的不断进步和电子商务的异军突起,消费者的消费行为受到深刻的影响,消费习惯发生了巨大的改变,给传统的百货零售企业带来了不小冲击。W百货公司是国内最早成立的百货零售企业,经历了我国百货零售业发展的不同阶段,现已成为国内专注于百货零售业态发展的最大零售集团之一。作为行业的领军企业,研究其发展战略对我国百货零售行业的发展具有重要意义。面对经济萧条、消费者行为转变,市场竞争激烈的现状,W百货公司应该如何把握自身的优势,选择符合自身实际的发展战略之路,正是论文要进行的研究。本文结合企业发展战略相关理论知识,运用PEST分析法对W百货公司所处的外部宏观环境进行了详细分析,又运用波特五力模型对整个百货零售行业的竞争环境进行剖析。在此基础上,结合W百货公司自身的优势、劣势、面对的挑战和机遇,建立W百货公司SWOT战略发展模型,将理论联系实际,研究最有利于W百货公司发展的战略方向,提出战略规划。同时,制定一系列管理措施来保障所制定战略规划的顺利实施和运行效果。
[Abstract]:In the global economic downturn, the department store retail industry, which is closely related to people's daily life, is facing a cold winter. The operating income of well-known domestic and foreign department stores has fallen, and there are not a few loss-making enterprises. The tide of closing stores has spread to the whole industry. And because of the continuous progress of the Internet era and the sudden emergence of e-commerce, consumer consumption behavior has been deeply affected, and consumer habits have undergone tremendous changes. The traditional department store has brought great impact to the traditional department store. W department store is the earliest department store retail enterprise established in China. It has gone through different stages of the development of the department store retail industry in our country. It has become one of the largest retail groups focusing on the development of department stores in China. As an industry leader, it is of great significance to study its development strategy for the development of retail industry in China. Facing the economic depression, the change of consumer behavior and the fierce competition in the market, how should department stores grasp their own advantages and choose the road of development strategy in line with their own reality, which is exactly the research to be carried out in this paper. Based on the theory of enterprise development strategy, this paper analyzes the external macro environment of W department store in detail by pest analysis, and analyzes the competition environment of the whole department store retail industry by using Porter's five-force model. On this basis, combined with the strengths, weaknesses, challenges and opportunities of W department store itself, the SWOT strategic development model of W department store is established, which combines theory with practice and studies the strategic direction that is most beneficial to the development of W department store. Put forward the strategic plan. At the same time, a series of management measures are made to ensure the smooth implementation and operation effect of the strategic planning.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

【参考文献】