0946连锁商业企业战略定位及竞争策略研究.docx

 PAGE \* MERGEFORMAT 21 连锁商业企业战略定位及竞争策略研究 ——以易初莲花为例 摘 要 随着中国经济的飞速发展，人们的衣、食、住、行更加离不开百货商品，从而加快了我国零售行业的流通速度。为了适应我国经济市场的发展步伐，应加大力度调整产业的结构，并不断提升百货业的经营管理理念，使之能够满足市场经济的发展需求，此外，还要制定百货业长远的发展战略和应对风险的措施，才能适应新的市场形势和竞争环境。基于此，本文以易初莲花百货有限公司为例，对其发展进行SWOT分析，并针对易初莲花进行战略定位，在此基础上，从产品、渠道、品牌、营销以及创新方面对提升易初莲花的竞争力提出几点建议。 关键词：百货业；发展战略；竞争力 窗体顶端 Chain business enterprise strategic positioning and competitive strategy research - Wanda Stores, Inc. Case Study Abstract Along with the fast fierce development of Chinas market economy, in the field of commodity circulation in China has also undergone a tremendous change, the department store industry as the peoples clothing, food, shelter, a direct impact on the retail industry, with the deepening of the process of Chinas market economy and accelerating industrial structure adjustment process should constantly adjust the change and adapt to the development of management philosophy, should also establish establish department store industry development strategic objectives and strategies, in order to adapt to the new market situation and competitive environment. Based on this, in this paper, the lotus Department Store Co., Ltd. as an example, the development of SWOT analysis and the lotus fight Slightly positioning, on this basis, from the product, channel, brand, marketing and innovation to enhance the competitiveness of lotus in the beginning of a few suggestions. Keywords: department stores; development strategy; competitiveness 窗体底端 目 录 TOC \o 1-3 \h \u  HYPERLINK \l _Toc4243 摘 要  PAGEREF _Toc4243 1  HYPERLINK \l _Toc1501 Abstract  PAGEREF _Toc1501 2  HYPERLINK \l _Toc30011 目 录  PAGEREF _Toc30011 3  HYPERLINK \l _Toc10591 1.连锁商业企业定义与特征  PAGEREF _Toc10591 4  HYPERLINK \l _Toc30312 1.1连锁商业企业的定义  PAGEREF _Toc30312 4  HYPERLINK \l _Toc16991 1.2连锁商业企业的特征  PAGEREF _Toc16991 4  HYPERLINK \l _Toc14070 1.2.1规模化  PAGEREF _Toc14070 4  HYPERLINK \l _Toc15016 1.2.2标准化  PAGEREF _Toc15016 4  HYPERLI