金鹰商贸集团多元化发展战略研究

发布时间：2018-04-28 06:09

本文选题：金鹰商贸集团 + 百货业　；参考：《南京大学》2017年硕士论文

【摘要】：近年来我国经济规模不断扩大,城市化持续推行,国民收入水平提高,中国国内消费市场正步入一个增长强劲的黄金时期。电子商务的不断发展,网络零售额的增加,购物中心爆发式增长,我国居民的消费习惯和消费倾向也在不断改变。零售百货业一直被认为是最主要的零售业态,我国的百货业态在经过前期的快速发展后,联营模式、品牌密植等这些原被认为是传统百货业的优势逐渐转变为劣势,现在面临着电子商务、购物中心等新兴业态的威胁和挑战,众多传统百货企业开始进行新一轮的转型和调整,以满足消费者的消费需求,提升经营业绩,保障自身的持续经营。金鹰商贸集团专注于发展高端时尚百货连锁零售业务,于2006年在香港联交所主板上市,中国高级时尚百货、生活业态连锁运营商,致力于多业态连锁店拓展与经营。经过20年的发展,已成功在南京、徐州、泰州、南通、昆明、上海、西安、合肥等地运营28家连锁店。2014年,金鹰商贸集团全力打造全新一代城市商业综合体——"金鹰全生活中心",成为更丰富、更体贴、更完整的一站式商业中心。本文以金鹰商贸集团为研究对象,在阐述了相关战略理论、零售业理论的基础上,对金鹰商贸集团所面临的内部环境和外部环境进行分析。在此分析基础上,本文运用SWOT分析方法,对金鹰商贸集团自身优势和劣势,面对的机会和威胁进行分析,并根据金鹰商贸集团的愿景和使命,总结对比制定了金鹰商贸集团多元化发展战略,并对目前战略实施的不足提出了改善意见。最后,本文从企业文化和管理意识等方面提出了金鹰商贸集团发展战略成功实施的保障措施。本文理论结合实际,通过对金鹰商贸集团发展战略的研究,探究其竞争优势的获取与延续的发展基础,为后期传统零售百货企业的战略转型提供相应的参考依据。
[Abstract]:In recent years, China's domestic consumer market is entering a golden period of strong growth due to the continuous expansion of economic scale, the continuous implementation of urbanization and the improvement of national income. With the development of electronic commerce, the increase of network retail sales and the explosive growth of shopping centers, the consumption habits and propensity of Chinese residents are also changing. The retail department store industry has always been regarded as the most important retail business form. After the rapid development of the early stage, the joint venture mode, brand planting and so on were considered to be the advantages and disadvantages of the traditional department store industry. Now facing the threat and challenge of e-commerce, shopping center and so on, many traditional department stores begin to carry on a new round of transformation and adjustment in order to meet the consumer's consumption demand, improve the business performance, and ensure their own continuous operation. Focusing on the development of high-end fashion department store chain retail business, Jinying Business Group listed on the main board of the Hong Kong Stock Exchange in 2006. After 20 years of development, it has successfully operated 28 chain stores in Nanjing, Xuzhou, Taizhou, Nantong, Kunming, Shanghai, Xi'an and Hefei. Golden Eagle Business Group to create a new generation of urban commercial complex-"Golden Eagle full Life Center", become a richer, more considerate, more complete one-stop business center. This paper takes Jinying Business Group as the research object, on the basis of expounding the relevant strategic theory and the retail trade theory, analyzes the internal and external environment that Jinying Business Group faces. On the basis of this analysis, this paper uses SWOT analysis method to analyze the strengths and weaknesses, opportunities and threats faced by Jinying Business Group, and according to the vision and mission of Jinying Business Group, This paper summarizes and compares the diversified development strategy of Jinying Business Group, and puts forward some suggestions to improve the implementation of the strategy. Finally, this paper puts forward the guarantee measures for the successful implementation of the development strategy of Jinying Business Group from the aspects of corporate culture and management consciousness. Combining theory with practice, this paper studies the development strategy of Jinying Business Group, and probes into the development basis of obtaining and extending its competitive advantage, which provides the corresponding reference for the strategic transformation of the traditional retail department stores in the later period.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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