深圳沙井TH商场竞争战略研究

发布时间：2018-05-27 20:40

本文选题：沙井TH商场 + PEST　；参考：《兰州大学》2015年硕士论文

【摘要】：深圳作为我国改革开放的前沿阵地,在改革开放后经济一直处在飞速发展的时期。深圳沙井TH商场随着深圳经济的快速发展,经过十年的经营,迅速成长为沙井地区商场的领跑者。但是随着各种零售业新兴业态的兴起,加之电子商务的冲击,2010年之后深圳沙井TH商场的增长速度受到了很大影响,增长规模也受到了一定得限制。面对激烈的行业竞争,需要对深圳沙井TH商场的未来发展进行系统的研究,制定出一套行之有效的解决方案。本文旨在通过对深圳沙井TH商场进行战略选择分析,为沙井TH商场未来的发展指明方向。本文综合运用了企业战略管理理论、竞争战略相关理论、PEST分析工具、波特五力模型以及SWOT分析理论,采用文献阅读、典型调查、实证分析等研究方法,通过分析深圳沙井TH商场的发展现状,运用定量与定性相结合的分析方法,应用PEST方法为工具,分析深圳沙井TH商场的宏观环境,结合沙井TH商场内部环境的分析,发现商场内部存在的问题,随后采用SWOT分析方法综合分析得出深圳沙井TH商场的优势、劣势、机遇及挑战,提出了深圳沙井TH商场业务发展的战略选择,进一步优化提出了深圳沙井TH商场发展的战略方案。最后,提出了深圳沙井TH商场实施策略。深圳沙井TH场面临的战略环境是机遇与挑战并存,同时在资源和能力方面具有自身的实力,应走以百货零售为主业的相关多元化发展道路,并通过加速业态创新、实施精益管理、提升信息化水平、加强人力资源管理和开展文化营销等战略措施的落实,经过3-5年的发展,努力使公司成为主业突出多业态共同发展的,集商流、物流、资金流、信息流于一体的大型服务性综合商场。
[Abstract]:Shenzhen, as the front position of China's reform and opening up, has been in a period of rapid economic development since the reform and opening up. With the rapid development of Shenzhen economy, Shenzhen Shajing th Mall has grown into a leading market leader after ten years of operation. However, with the rise of various new retail formats, coupled with the impact of e-commerce, the growth rate of the TH shopping mall in Shenzhen has been greatly affected since 2010, and the growth scale has been limited to a certain extent. In the face of fierce industry competition, it is necessary to make a systematic study on the future development of the sand well th shopping mall in Shenzhen, and work out a set of effective solutions. The purpose of this paper is to point out the direction of the future development of the sand well th mall by analyzing the strategic choice of the sand well th mall in Shenzhen. In this paper, the enterprise strategic management theory, competitive strategy theory and pest analysis tools, Porter's five-force model and SWOT analysis theory are comprehensively used, using literature reading, typical investigation, empirical analysis and other research methods. By analyzing the present situation of the development of the sand well th mall in Shenzhen, using the quantitative and qualitative analysis method, using the PEST method as the tool, this paper analyzes the macro environment of the sand well th mall in Shenzhen and the analysis of the inside environment of the sand well th market. This paper finds out the problems existing in the shopping mall, then synthetically analyses the strengths, weaknesses, opportunities and challenges of the sand well th shopping mall in Shenzhen by using the SWOT analysis method, and puts forward the strategic choice for the business development of the sand well th shopping mall in Shenzhen. Furthermore, the strategic plan of the development of th shopping mall in Shenzhen is put forward. Finally, the implementation strategy of th shopping mall in Shenzhen is put forward. The strategic environment facing th field in Shenzhen is the coexistence of opportunity and challenge, at the same time, it has its own strength in resource and ability. It should take the diversified development road of department store retail as the main industry, and speed up the innovation of business form. Implementing lean management, improving the level of information, strengthening human resource management and carrying out cultural marketing and other strategic measures. After 3-5 years of development, the company has made great efforts to make the company become the main business with outstanding multi-business development together, gathering business flow, logistics, etc. Capital flow, information flow in one of the large service integrated shopping malls.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F727

【共引文献】