银座百货黄河店差异化经营研究

发布时间：2018-05-06 23:10

本文选题：零售业 + 差异化经营　；参考：《西北大学》2015年硕士论文

【摘要】：中国的百货业经历了几十年的发展已经非常成熟,成为中国市场的主导产业,尤其是近几年,随着经济的高速发展和人民生活水平的不断提高,差异化、个性化已经成为现代百货业的必然发展趋势,然而在经济大环境影响下,百货业商场同质化程度越来越严重,这严重影响了中国百货业的正常良性发展。滨州银座黄河店作为百货产业的一份子,作为银座百货的一个同城分店,无论从宏观经济条件,还是消费者行为变化,业态的变化,或区域结构的变化,都对其发展提出了机遇或者是挑战。本文试图在差异化策略研究的理论指导下,采取规范研究与实证研究相结合、定性与定量相结合的研究方法,在分析滨州城区百货店发展及经营的基础上,选取城区内一家银座百货的同城分店——黄河店进行深度研究,获取一手资料,就连锁百货店在同一城区开展差异化经营的目的与意义进行论述。然后,在顾客满意度调查的基础上,选取滨州城区的一家同城分店进行实地调查研究,理清同城分店在消费者心目中的地位及需求。再次,就如何实行同城分店差异化经营,从门店定位、品牌引进、促销策略、人员管理以及服务等方面提出相关对策,总结出同城分店在连锁总部的领导下,实行差异化经营的可行性。最后,对前期实施的差异化经营策略效果进行整体评价,通过一系列策略的实施,银座黄河店在各个方面都有不同程度的提升,增加了客流、带动了销售,品牌结构得到优化,供应商合作关系不断稳固,促销方式、营销手段不断多样化、创新化,但未来随着形势的变化仍需在营销模式、精细化管理、顾客维护、新资源的利用等方面做进一步的调整。
[Abstract]:After decades of development, the department store industry in China has become a leading industry in the Chinese market, especially in recent years, with the rapid development of the economy and the continuous improvement of the people's living standards, the differentiation. Personalization has become an inevitable trend of modern department stores. However, under the influence of economic environment, the degree of homogenization of department stores is becoming more and more serious, which seriously affects the normal and benign development of Chinese department stores. Binzhou Ginza Huanghe Store, as a member of the department store industry and a local branch of Ginza Department Store, whether from macroeconomic conditions, changes in consumer behavior, changes in business conditions, or changes in regional structure, Both put forward the opportunity or challenge to its development. Under the guidance of the theory of differentiation strategy research, this paper attempts to adopt the research method of combining normative research with empirical research, qualitative and quantitative research, on the basis of analyzing the development and management of department stores in Binzhou urban area. This paper selects Huanghe Store, a branch of Ginza department store in urban area, to carry out a deep study, obtains the primary data, and discusses the purpose and significance of the chain department store to carry out differential management in the same city area. Then, on the basis of customer satisfaction survey, the author selects a branch store in Binzhou city to carry on field investigation, and clarifies the position and demand of Tongcheng branch store in the eyes of consumers. Thirdly, on how to carry out the differentiated management of the same city branch store, put forward the relevant countermeasures from the aspects of store positioning, brand introduction, promotion strategy, personnel management and service, and summarize the same city branch store under the leadership of the chain headquarters. The feasibility of implementing differentiated management. Finally, through the implementation of a series of strategies, the Huanghe Store in Ginza has been promoted in various degrees, increasing the passenger flow, driving sales, and optimizing the brand structure. The supplier cooperation relationship is steady, the promotion way, the marketing method is constantly diversified, the innovation, but in the future with the situation change still needs to make the further adjustment in the marketing pattern, the fine management, the customer maintenance, the new resources utilization and so on.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2

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