本文選題：W百貨公司 + PEST分析�。� 參考：《西南交通大學》2017年碩士論文

【摘要】：全球經(jīng)濟低迷,與人們?nèi)粘Ｉ钕⑾⑾嚓P的百貨零售行業(yè)迎來寒冬,國內(nèi)外知名百貨零售企業(yè)營業(yè)收入紛紛下降,虧損企業(yè)不在少數(shù),關店潮已波及到整個行業(yè)。又由于互聯(lián)網(wǎng)時代的不斷進步和電子商務的異軍突起,消費者的消費行為受到深刻的影響,消費習慣發(fā)生了巨大的改變,給傳統(tǒng)的百貨零售企業(yè)帶來了不小沖擊。W百貨公司是國內(nèi)最早成立的百貨零售企業(yè),經(jīng)歷了我國百貨零售業(yè)發(fā)展的不同階段,現(xiàn)已成為國內(nèi)專注于百貨零售業(yè)態(tài)發(fā)展的最大零售集團之一。作為行業(yè)的領軍企業(yè),研究其發(fā)展戰(zhàn)略對我國百貨零售行業(yè)的發(fā)展具有重要意義。面對經(jīng)濟蕭條、消費者行為轉(zhuǎn)變,市場競爭激烈的現(xiàn)狀,W百貨公司應該如何把握自身的優(yōu)勢,選擇符合自身實際的發(fā)展戰(zhàn)略之路,正是論文要進行的研究。本文結(jié)合企業(yè)發(fā)展戰(zhàn)略相關理論知識,運用PEST分析法對W百貨公司所處的外部宏觀環(huán)境進行了詳細分析,又運用波特五力模型對整個百貨零售行業(yè)的競爭環(huán)境進行剖析。在此基礎上,結(jié)合W百貨公司自身的優(yōu)勢、劣勢、面對的挑戰(zhàn)和機遇,建立W百貨公司SWOT戰(zhàn)略發(fā)展模型,將理論聯(lián)系實際,研究最有利于W百貨公司發(fā)展的戰(zhàn)略方向,提出戰(zhàn)略規(guī)劃。同時,制定一系列管理措施來保障所制定戰(zhàn)略規(guī)劃的順利實施和運行效果。
[Abstract]:In the global economic downturn, the department store retail industry, which is closely related to people's daily life, is facing a cold winter. The operating income of well-known domestic and foreign department stores has fallen, and there are not a few loss-making enterprises. The tide of closing stores has spread to the whole industry. And because of the continuous progress of the Internet era and the sudden emergence of e-commerce, consumer consumption behavior has been deeply affected, and consumer habits have undergone tremendous changes. The traditional department store has brought great impact to the traditional department store. W department store is the earliest department store retail enterprise established in China. It has gone through different stages of the development of the department store retail industry in our country. It has become one of the largest retail groups focusing on the development of department stores in China. As an industry leader, it is of great significance to study its development strategy for the development of retail industry in China. Facing the economic depression, the change of consumer behavior and the fierce competition in the market, how should department stores grasp their own advantages and choose the road of development strategy in line with their own reality, which is exactly the research to be carried out in this paper. Based on the theory of enterprise development strategy, this paper analyzes the external macro environment of W department store in detail by pest analysis, and analyzes the competition environment of the whole department store retail industry by using Porter's five-force model. On this basis, combined with the strengths, weaknesses, challenges and opportunities of W department store itself, the SWOT strategic development model of W department store is established, which combines theory with practice and studies the strategic direction that is most beneficial to the development of W department store. Put forward the strategic plan. At the same time, a series of management measures are made to ensure the smooth implementation and operation effect of the strategic planning.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F721

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