發(fā)布時(shí)間：2018-05-06 23:10

  本文選題：零售業(yè) + 差異化經(jīng)營(yíng)��； 參考：《西北大學(xué)》2015年碩士論文

【摘要】：中國(guó)的百貨業(yè)經(jīng)歷了幾十年的發(fā)展已經(jīng)非常成熟,成為中國(guó)市場(chǎng)的主導(dǎo)產(chǎn)業(yè),尤其是近幾年,隨著經(jīng)濟(jì)的高速發(fā)展和人民生活水平的不斷提高,差異化、個(gè)性化已經(jīng)成為現(xiàn)代百貨業(yè)的必然發(fā)展趨勢(shì),然而在經(jīng)濟(jì)大環(huán)境影響下,百貨業(yè)商場(chǎng)同質(zhì)化程度越來(lái)越嚴(yán)重,這嚴(yán)重影響了中國(guó)百貨業(yè)的正常良性發(fā)展。濱州銀座黃河店作為百貨產(chǎn)業(yè)的一份子,作為銀座百貨的一個(gè)同城分店,無(wú)論從宏觀(guān)經(jīng)濟(jì)條件,還是消費(fèi)者行為變化,業(yè)態(tài)的變化,或區(qū)域結(jié)構(gòu)的變化,都對(duì)其發(fā)展提出了機(jī)遇或者是挑戰(zhàn)。本文試圖在差異化策略研究的理論指導(dǎo)下,采取規(guī)范研究與實(shí)證研究相結(jié)合、定性與定量相結(jié)合的研究方法,在分析濱州城區(qū)百貨店發(fā)展及經(jīng)營(yíng)的基礎(chǔ)上,選取城區(qū)內(nèi)一家銀座百貨的同城分店——黃河店進(jìn)行深度研究,獲取一手資料,就連鎖百貨店在同一城區(qū)開(kāi)展差異化經(jīng)營(yíng)的目的與意義進(jìn)行論述。然后,在顧客滿(mǎn)意度調(diào)查的基礎(chǔ)上,選取濱州城區(qū)的一家同城分店進(jìn)行實(shí)地調(diào)查研究,理清同城分店在消費(fèi)者心目中的地位及需求。再次,就如何實(shí)行同城分店差異化經(jīng)營(yíng),從門(mén)店定位、品牌引進(jìn)、促銷(xiāo)策略、人員管理以及服務(wù)等方面提出相關(guān)對(duì)策,總結(jié)出同城分店在連鎖總部的領(lǐng)導(dǎo)下,實(shí)行差異化經(jīng)營(yíng)的可行性。最后,對(duì)前期實(shí)施的差異化經(jīng)營(yíng)策略效果進(jìn)行整體評(píng)價(jià),通過(guò)一系列策略的實(shí)施,銀座黃河店在各個(gè)方面都有不同程度的提升,增加了客流、帶動(dòng)了銷(xiāo)售,品牌結(jié)構(gòu)得到優(yōu)化,供應(yīng)商合作關(guān)系不斷穩(wěn)固,促銷(xiāo)方式、營(yíng)銷(xiāo)手段不斷多樣化、創(chuàng)新化,但未來(lái)隨著形勢(shì)的變化仍需在營(yíng)銷(xiāo)模式、精細(xì)化管理、顧客維護(hù)、新資源的利用等方面做進(jìn)一步的調(diào)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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.2

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本文編號(hào)：1854311