武汉银泰百货发展战略研究

发布时间：2018-03-29 10:13

  本文选题：百货　切入点：发展战略　出处：《武汉工程大学》2015年硕士论文

【摘要】：改革开放以后,随着我国经济的不断增长,我国零售业发展迅速。然而,近几年来,实体百货公司既面临着线下众多百货公司的竞争,又面对线上电子商务对自身市场份额的不断侵蚀。同时,随着我国人口增速下降,店铺租金、人工成本以及其他费用的不断上涨,使得实体百货公司的利润水平不断降低,部分甚至出现了亏损。我国百货公司已经进入一个发展的关键时期,需要采取有效的发展战略来在激烈的市场竞争中突围。本文以武汉银泰百货作为研究对象,对其发展战略进行研究。武汉银泰百货是银泰百货集团在武汉地区的分公司,主要经营中高档百货业务,在银泰百货集团的支持下,武汉银泰百货获得迅速发展,但在发展的过程中也遇到一些问题,因此,需要重新定位其发展战略。本文首先对武汉银泰百货发展内外部环境进行分析,外部环境的分析主要从外部经济环境、外部竞争环境以及行业发展环境等角度进行,并在具体分析的过程中进行了进一步的细化,对内部条件的分析主要从武汉银泰百货经营能力、市场营销能力、财务状况等角度进行;进而运用SWOT理论,分析其存在的机会与挑战,以及自身的优势与劣势,并根据分析结果对武汉银泰百货发展战略进行重新定位,提出多元化发展战略、一体化发展战略、差异化发展战略以及绿色零售发展战略;最后,对武汉银泰百货实现自身发展战略保障措施进行介绍。其中,企业文化、动态战略管理意识以及增值业务拓展是其发展战略方案实施关键,而组织架构的建立以及人力资源开发则为其发展战略的实施提供有效保障。希望本文的研究可以为我国零售企业发展战略的实施提供一定的参考与借鉴。
[Abstract]:After the reform and opening up, with the continuous growth of China's economy, the rapid development of China's retail industry. However, in recent years, the entity department store is facing the line many department stores also face competition, eroding the online e-commerce market share of own. At the same time, as China's population growth rate of decline, shop rent and rising labor costs and other expenses, the entity stores the profit level decreases, even losses occur. Department store in China has entered a critical period of development, need to take effective strategy to break out in the fierce competition in the market. This paper takes Wuhan intime as the research object, carried out study on the strategy of development. Wuhan intime intime group in Wuhan branch company, mainly engaged in high-end department store business, Yintai department store in the support group, Wuhan Han intime have developed rapidly, but also encountered some problems, in the process of development, therefore, needs to redefine its development strategy. This paper first carries on the analysis to the Wuhan intime department store development and external environment, external environment analysis mainly from the external economic environment, external competition environment and the development of the industry environment, perspectives, and further the refinement was carried out during the process of analyzing, analysis of internal conditions mainly from Wuhan intime business ability, marketing ability, financial condition and other perspective; then using SWOT theory, analysis of its opportunity and challenge, and their advantages and disadvantages, and according to the analysis results to the re orientation of Wuhan intime the development strategy, put forward the diversified development strategy, integration strategy, differentiation strategy and green retail development strategy; finally, the Wuhan Yintai The Department to achieve their own development strategic security measures are introduced. Among them, the enterprise culture, dynamic strategic management consciousness and value-added business development is the key to the implementation of development strategy implementation, organizational structure and human resources development, to establish its development strategy to provide effective protection. Hope to provide a reference to the research in this paper can be implemented the strategy for the development of China's retail enterprises.

【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721
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本文编号：1680677