论我国百货现状对策论文.docVIP

广东工业大学 华立学院 本科毕业设计（论文） 论我国百货现状与对策 论文题目 我国百货现状与对策 　　　　　　系 部 管理学部 　　　　　　专 业 工商管理 　　　　　　班 级 10工商管理2班 　　　　　　学 号 １５０６１００２０１４ 　　　　　　学生姓名 黄振帮 　　　　　　指导教师 梁景胡 　　　 摘 要 　　近几年，随着消费品内需市场的持续发展，传统百货企业大多完成了国有企业改革的进程，摆脱了沉重的国有员工负担，强化了经营管理和卖场绩效管理。民营股份制百货企业崛起，以更加活跃的姿态开始连锁百货扩张。外资百货企业更带来较高的品牌商品定位。由此带来了百货业的持续繁荣。但这种繁荣现象的背后隐藏着深刻的危机。这就是，百货店千店一面，差异化极小。随着市场竞争的加剧，百货业面临剧烈的业态分化、重新定位、经营方式创新的难关。而且我国百货业商品同质化十分严重。品牌重合率高、商品大同小异。顾客走进任何一家相同层次的百货店往往会看到很多的品牌几乎每家都有、可供挑选的款式也基本一样。而商品作为百货店经营的主要客体，是吸引消费者的重要因素。商品没有特色，百货店的竞争优势就很难体现出来，更不用说吸引消费者的关注。从而导致百货店经营的商品总是随大流、千篇一律;最终，各百货店之间的竞争不得不靠打折促销等价格战手段，恶性竞争到亏本的惨境。 更全面了解我国的百货店现在发展情况以及对未来百货业的展望。 关键词：百货In recent years, with the continued development of domestic consumer goods market , most of the traditional department store business to complete the process of the reform of state-owned enterprises , to get rid of a heavy burden of state employees , and strengthen the management and store performance management. The rise of private joint-stock enterprise department to begin a more active stance department store chain expansion. Foreign department stores also brought high brand merchandise positioning. Thus bringing the department store industry continues to boom . But behind this boom phenomenon hidden deep crisis . That is , stores thousands of stores side, the difference is minimal. As market competition intensifies, the department store industry is facing dramatic format differentiation, repositioning , management style and innovative storm. And our department store product homogeneity is very serious. Brand coincidence rate, commodity similar. Customers walk into any store the same level tend to see a lot of brands in almost every family has , to choose the styles are basically the same. The main object of merchandise as department store operator , is an important factor to attract consumers. Product does not feature , it is difficult to store a competitive