本文關鍵詞： 聯(lián)營模式 百貨企業(yè) 品牌經(jīng)營 阻礙 突破　出處：《商業(yè)經(jīng)濟研究》2017年16期 　論文類型：期刊論文

【摘要】：20世紀90年代起,品牌聯(lián)營開始成為我國百貨企業(yè)經(jīng)營模式的主流,它有效規(guī)避了自營模式中存在的種種經(jīng)營風險,為我國百貨業(yè)的平穩(wěn)發(fā)展發(fā)揮了重要作用。然而,近年來隨著購物中心及電子商務等新型業(yè)態(tài)的迅速興起,百貨企業(yè)聯(lián)營模式的弊端也隨之凸顯,給企業(yè)發(fā)展帶來一系列負面問題,如盈利空間難以拓展、商品品類高度同質(zhì)化、商品流通效率低下、渠道影響力弱化等,嚴重影響了百貨企業(yè)的進一步發(fā)展,甚至成為制約我國百貨業(yè)發(fā)展的內(nèi)在障礙。鑒于此,本文主要就聯(lián)營模式下百貨企業(yè)品牌經(jīng)營存在的阻礙以及如何突破進行探討。文章首先對聯(lián)營模式的概念、產(chǎn)生背景及優(yōu)勢作了簡要闡述;其次,通過分析我國百貨企業(yè)品牌經(jīng)營發(fā)展的現(xiàn)狀,找出阻礙其發(fā)展的主要問題;最后提出突破我國百貨企業(yè)品牌聯(lián)營阻礙的相關對策。
[Abstract]:Since 1990s, brand association has become the mainstream of department store business model in our country. It has effectively avoided all kinds of management risks existing in the mode of self-operation, and has played an important role in the smooth development of the department store industry in our country. In recent years, with the rapid rise of shopping centers and e-commerce and other new forms of business, the drawbacks of the joint venture mode of department stores have also been highlighted, which has brought a series of negative problems to the development of enterprises, such as the difficulty to expand the profit space, the high homogeneity of commodity categories. The low efficiency of commodity circulation and the weakening of channel influence have seriously affected the further development of department stores and even become an inherent obstacle to the development of Chinese department stores. This paper mainly discusses the obstacles and how to break through the brand management of department stores under the joint operation mode. Firstly, this paper briefly expounds the concept, background and advantages of the joint venture mode; secondly, By analyzing the current situation of the brand management and development of department stores in China, this paper finds out the main problems hindering its development, and finally puts forward the relevant countermeasures to break through the obstacles of the brand association of the department stores in our country.
【作者單位】： 廣東農(nóng)工商職業(yè)技術學院;
【分類號】：F721

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