興隆百貨經(jīng)營(yíng)戰(zhàn)略

論文編號(hào):GS381  論文字?jǐn)?shù):13711,頁(yè)數(shù):17  附外文翻譯

摘    要

 隨著中國(guó)加入WTO后，國(guó)內(nèi)零售市場(chǎng)將與世界市場(chǎng)形成一體化格局，外資零售集團(tuán)如美國(guó)的沃爾瑪，法國(guó)的家樂福，德瑞合資的麥德龍等的不斷進(jìn)入，為我國(guó)商業(yè)帶來了先進(jìn)的管理技術(shù)、經(jīng)營(yíng)理念和營(yíng)銷理論，同時(shí)也加快了我國(guó)商業(yè)由傳統(tǒng)走向現(xiàn)代的步伐，這些都使國(guó)內(nèi)的商業(yè)面臨的競(jìng)爭(zhēng)環(huán)境、對(duì)手等方面發(fā)生了根本性的變化。作為遼寧省首屈一指的現(xiàn)代化商業(yè)零售企業(yè)——遼寧興隆百貨集團(tuán),面對(duì)激烈的競(jìng)爭(zhēng)，興隆百貨的內(nèi)部經(jīng)營(yíng)暴露出新的問題，如何保持優(yōu)勢(shì)，穩(wěn)步發(fā)展，是興隆人面臨的嚴(yán)峻問題。
 本文在應(yīng)用了企業(yè)戰(zhàn)略管理相關(guān)理論的基礎(chǔ)上，針對(duì)外部環(huán)境及現(xiàn)代零售商業(yè)的發(fā)展趨勢(shì)，以興隆百貨集團(tuán)的經(jīng)營(yíng)現(xiàn)狀為切入點(diǎn)，系統(tǒng)分析了百貨商場(chǎng)的外部環(huán)境與企業(yè)內(nèi)部因素，利用外部和內(nèi)部戰(zhàn)略因素總結(jié)表，對(duì)主要戰(zhàn)略因素進(jìn)行了提煉和總結(jié)，根據(jù)實(shí)用性、有效性和可操作性原則，提出若干戰(zhàn)略方案并做出選擇，制定了興隆百貨的經(jīng)營(yíng)戰(zhàn)略。
 
 
 關(guān)鍵詞：興隆百貨；環(huán)境分析；經(jīng)營(yíng)戰(zhàn)略制定
 

Xinglong Store operating environment analysis and strategic research

 Abstract: With China's accession to the WTO, the domestic retail market with the formation of the integrated pattern of the world market, foreign retail groups such as the United States Wal*Mart, the French Carrefour, the German Metro joint venture, comprising the continuous access to our commercial bring advanced management techniques, business ideas and marketing theory, also accelerate our pace of business from the traditional to modern, which are facing competition for domestic business environment, the opponent in has changed radically. Liaoning Province in the modern business world as a retail business -- Liaoning Xinglong retail group, in the face of fierce competition, the internal operation is booming retail exposed new problems and how to maintain its competitive edge, the steady development is Xinglong’s people facing severe problems.
 All enterprises in the application of strategic management theory relevant basis for the external environment and modern retail trends to Xinglong retail groups operating in the status point, the emporium analysis of the external environment and internal factors, the use of external and internal factors of strategic table summary of the main elements of the strategy extract and review According relevance, effectiveness and operational principles, made a number of strategic options and make choices, developed a Xinglong business strategy.

 Keywords: Xinglong Department Stores; Environmental analysis; Business strategy development

目      錄

一、興隆百貨集團(tuán)總體經(jīng)營(yíng)現(xiàn)狀及存在的主要問題..............................1
（一）企業(yè)背景和現(xiàn)狀.....................................................1
（二）存在的主要問題.....................................................1
二、興隆百貨經(jīng)營(yíng)環(huán)境的分析...............................................2
（一）百貨商場(chǎng)外部環(huán)境分析...............................................2
1、 遼寧省零售業(yè)綜合環(huán)境分析..............................................2
2、 遼寧省零售業(yè)具體環(huán)境分析..............................................3
3、興隆百貨商場(chǎng)外部戰(zhàn)略因素總結(jié)..........................................6
（二）興隆百貨商場(chǎng)內(nèi)部因素分析...........................................7
1、企業(yè)價(jià)值鏈............................................................7
2、企業(yè)的市場(chǎng)地位........................................................8
3、企業(yè)公眾形象..........................................................8
4、地理位置..............................................................8
5、企業(yè)內(nèi)部戰(zhàn)略因素總結(jié)..................................................8
（三）興隆百貨商場(chǎng)戰(zhàn)略因素總結(jié)及SWOT矩陣................................9
1、企業(yè)各時(shí)期應(yīng)實(shí)現(xiàn)的戰(zhàn)略目標(biāo)............................................9
2、SWOT分析.............................................................10
三、興隆百貨商場(chǎng)的戰(zhàn)略選擇..............................................11
（一）大型百貨商場(chǎng)采用的戰(zhàn)略............................................11
（二） 興隆百貨集團(tuán)適用的公司戰(zhàn)略........................................12
（三） 興隆百貨商場(chǎng)適用的經(jīng)營(yíng)戰(zhàn)略........................................14
1、經(jīng)營(yíng)戰(zhàn)略理論.........................................................14
2、以差異化戰(zhàn)略謀求立足之地.............................................14
3、 差異化競(jìng)爭(zhēng)戰(zhàn)略的具體體現(xiàn)——興隆百貨商場(chǎng)市場(chǎng)定位.....................16
參考文獻(xiàn)................................................................18