本文選題：零售　切入點(diǎn)：競(jìng)爭(zhēng)戰(zhàn)略　出處：《大連理工大學(xué)》2015年碩士論文

【摘要】：賽特購(gòu)物中心是北京一家具有二十余年發(fā)展歷史的老牌購(gòu)物中心,曾經(jīng)是北京高端購(gòu)物的代表,是商界的領(lǐng)頭羊。近年來(lái),傳統(tǒng)零售行業(yè)普遍面臨著多種壓力,競(jìng)爭(zhēng)激烈,其中包括：成本上漲的壓力、電子商務(wù)帶來(lái)的沖擊、消費(fèi)者購(gòu)買(mǎi)行為的變化以及行業(yè)內(nèi)激烈的競(jìng)爭(zhēng)。賽特購(gòu)物中心一方面身處零售行業(yè)不可避免的面臨上述挑戰(zhàn),另一方面賽特購(gòu)物中心自身最近幾年由于多種因素的影響,沒(méi)有積極調(diào)整應(yīng)對(duì)市場(chǎng)變化,導(dǎo)致經(jīng)營(yíng)業(yè)績(jī)下滑、消費(fèi)者流失、品牌競(jìng)爭(zhēng)力下降、內(nèi)部員工不滿(mǎn)、運(yùn)營(yíng)成本上升等等嚴(yán)重問(wèn)題。本文通過(guò)對(duì)賽特購(gòu)物中心內(nèi)外部環(huán)境的全面分析,得出賽特購(gòu)物中心的優(yōu)勢(shì)、劣勢(shì)和面臨的機(jī)會(huì)及威脅,運(yùn)用SWOT模型,提出賽特購(gòu)物中心競(jìng)爭(zhēng)戰(zhàn)略的目標(biāo)及戰(zhàn)略方案,確定具體的實(shí)施戰(zhàn)略的措施。全文共分為七大部分。第一部分為緒論,簡(jiǎn)單介紹了賽特購(gòu)物中心的發(fā)展歷程,重點(diǎn)用數(shù)據(jù)說(shuō)明了賽特購(gòu)物中心近年來(lái)的處境。第二部分為理論綜述,列舉了零售領(lǐng)域最著名的五種理論,競(jìng)爭(zhēng)戰(zhàn)略領(lǐng)域最常見(jiàn)的波特五力模型,以及國(guó)內(nèi)進(jìn)行競(jìng)爭(zhēng)戰(zhàn)略分析時(shí)最常使用的SWOT模型,還簡(jiǎn)單介紹了國(guó)內(nèi)對(duì)于購(gòu)物中心研究的一些觀(guān)點(diǎn)。第三部分為賽特購(gòu)物中心外部環(huán)境分析,這一章節(jié)中本文從中國(guó)的宏觀(guān)經(jīng)濟(jì)環(huán)境、零售行業(yè)的環(huán)境、北京市百貨業(yè)的情況三個(gè)層面,層層深入,聚焦影響賽特購(gòu)物中心的外部環(huán)境的情況,介紹了賽特購(gòu)物中心主要的競(jìng)爭(zhēng)對(duì)手,重點(diǎn)分析了賽特購(gòu)物中心消費(fèi)者的結(jié)構(gòu)。第四部分為賽特購(gòu)物中心內(nèi)部環(huán)境分析,這里包含了賽特購(gòu)物中心的經(jīng)營(yíng)商品、購(gòu)物環(huán)境、服務(wù)特色、銷(xiāo)售業(yè)績(jī)、人力資源和營(yíng)銷(xiāo)宣傳等。第五部分將之前由內(nèi)外部環(huán)境分析得出的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅,運(yùn)用SWOT模型進(jìn)行組合分析,制定戰(zhàn)略的指導(dǎo)思想和目標(biāo),提出競(jìng)爭(zhēng)戰(zhàn)略。第六部分提出了賽特購(gòu)物中心戰(zhàn)略的具體措施,包括調(diào)整經(jīng)營(yíng)內(nèi)容及布局、科學(xué)設(shè)計(jì)賣(mài)場(chǎng)、加強(qiáng)人才管理、調(diào)整組織結(jié)構(gòu)、建立信息管理系統(tǒng)、改變營(yíng)銷(xiāo)模式、整合媒體資源、嚴(yán)格成本控制、打造企業(yè)文化八個(gè)方面的內(nèi)容。全文最后一部分是結(jié)論。
[Abstract]:Set Shopping Center is an established shopping center in Beijing with a history of more than 20 years. It was once the representative of high-end shopping in Beijing and the leader of the business community.In recent years, the traditional retail industry is facing a variety of pressures and fierce competition, including: the pressure of rising costs, the impact of e-commerce, the change of consumer buying behavior and the fierce competition in the industry.On the one hand, on the one hand, Syte Shopping Center inevitably faces the above challenges in the retail industry. On the other hand, due to the influence of many factors in recent years, Syte Shopping Center has not actively adjusted to cope with market changes, resulting in a decline in its operating performance.Loss of consumers, decline in brand competitiveness, internal employee dissatisfaction, rising operating costs and other serious problems.Through the comprehensive analysis of the inside and outside environment of the shopping center, this paper draws the advantages, disadvantages, opportunities and threats faced by the shopping center, and puts forward the goal and strategic plan of the competition strategy of the shopping center by using the SWOT model.Identify specific measures to implement the strategy.The full text is divided into seven parts.The first part is the introduction, briefly introduces the development of the Set Shopping Center, with data to explain the situation of the Shopping Center in recent years.The second part is a review of the theory, which enumerates the five most famous theories in the field of retailing, the most common Porter's five-force model in the field of competition strategy, and the SWOT model, which is used most frequently in the analysis of competition strategy in China.Also briefly introduced the domestic shopping center for the study of some views.The third part is the analysis of the external environment of the Set Shopping Center. In this chapter, the author goes deep into three levels: the macroeconomic environment of China, the environment of the retail industry, and the situation of the department store industry in Beijing.Focusing on the situation that affects the external environment of the shopping center, this paper introduces the main competitors of the shopping center, and analyzes the structure of the consumers of the shopping center.The fourth part is the analysis of the interior environment of the Set Shopping Center, which includes the management goods, shopping environment, service features, sales performance, human resources and marketing publicity.The sixth part puts forward the specific measures of the strategy, including adjusting the management content and layout, designing the stores scientifically, strengthening the talent management, adjusting the organization structure, establishing the information management system, changing the marketing mode and integrating the media resources.Strict cost control, create eight aspects of corporate culture content.The last part is the conclusion.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F271;F721

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