兴隆百货经营战略

^论文编号:GS381  ^论文字数:13711,页数:17  附外文翻译

摘    要

 随着中国加入WTO后，国内零售市场将与世界市场形成一体化格局，外资零售集团如美国的沃尔玛，法国的家乐福，德瑞合资的麦德龙等的不断进入，为我国商业带来了先进的管理技术、经营理念和营销理论，同时也加快了我国商业由传统走向现代的步伐，这些都使国内的商业面临的竞争环境、对手等方面发生了根本性的变化。作为辽宁省首屈一指的现代化商业零售企业——辽宁兴隆百货集团,面对激烈的竞争，兴隆百货的内部经营暴露出新的问题，如何保持优势，稳步发展，是兴隆人面临的严峻问题。
 本文在应用了企业战略管理相关理论的基础上，针对外部环境及现代零售商业的发展趋势，以兴隆百货集团的经营现状为切入点，系统分析了百货商场的外部环境与企业内部因素，利用外部和内部战略因素总结表，对主要战略因素进行了提炼和总结，根据实用性、有效性和可操作性原则，提出若干战略方案并做出选择，制定了兴隆百货的经营战略。
 
 
 关键词：兴隆百货；环境分析；经营战略制定
 

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      录

一、兴隆百货集团总体经营现状及存在的主要问题..............................1
（一）企业背景和现状.....................................................1
（二）存在的主要问题.....................................................1
二、兴隆百货经营环境的分析...............................................2
（一）百货商场外部环境分析...............................................2
1、 辽宁省零售业综合环境分析..............................................2
2、 辽宁省零售业具体环境分析..............................................3
3、兴隆百货商场外部战略因素总结..........................................6
（二）兴隆百货商场内部因素分析...........................................7
1、企业价值链............................................................7
2、企业的市场地位........................................................8
3、企业公众形象..........................................................8
4、地理位置..............................................................8
5、企业内部战略因素总结..................................................8
（三）兴隆百货商场战略因素总结及SWOT矩阵................................9
1、企业各时期应实现的战略目标............................................9
2、SWOT分析.............................................................10
三、兴隆百货商场的战略选择..............................................11
（一）大型百货商场采用的战略............................................11
（二） 兴隆百货集团适用的公司战略........................................12
（三） 兴隆百货商场适用的经营战略........................................14
1、经营战略理论.........................................................14
2、以差异化战略谋求立足之地.............................................14
3、 差异化竞争战略的具体体现——兴隆百货商场市场定位.....................16
参考文献................................................................18

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