澳门零售业品牌发展战略研究.docVIP

澳门零售业品牌发展战略研究 暨南大学 MBA 学位论文:澳门零售业品牌发展战略研究摘 要本文的写作目的是在澳门特别行政区提出的“适度多元化发展战略”背景下, 针对澳门经济高速发展过程中,零售业所出现的种种问题,通过运用各种理论工 具对澳门零售业的内外环境进行分析,从而为特区政府、零售行业协会和零售企 业提出一个健康发展澳门零售业的品牌战略体系以供参考。 作者通过查阅国内外相关文献、澳门当地报刊杂志、澳港珠三地统计局网站 以及分析澳门当地调查问卷和行业访谈的资料来全方位介绍澳门零售业及其品牌 的现状,为研究澳门零售业内外环境做好准备。 在第三章主要运用 PEST、SWOT 和钻石模型来分析澳门零售业的内外环境以 及产业竞争状况,并利用 SWOT 分析得出了 SO、WO、ST和 WT四大应对战略。 第四章主要围绕 WT 战略中提出的“打造品牌澳门”战略进行论证和阐述。 品牌发展战略主要遵从品牌塑造?品牌运作这一递进过程来介绍。 最后,将澳门零售业的“一般战略”和“品牌战略”以及三大实施主体“澳 门特区政府”、“澳门零售协会”和“澳门各零售企业”放入矩阵中形成一个综合 战略实施图,并具体对所有实施建议进行详细的说明。 关键词:澳门零售业 品牌 品牌战略 I 暨南大学 MBA 学位论文:澳门零售业品牌发展战略研究 ABSTRACT This thesis aims to form a brand strategy for Macau’s retail industry. As we all know, Macau’s economy and society are growing very fast because of the new game industry policy. And it also brings some problems to other industries, like retail industry, while it brings many opportunities to this city By consultant with many related literatures and analyze Macau’s outside macro-environment and inside competitive environment, the author define Macau industry’s opportunities, strengths, weaknesses and threats SWOT and then generate SO, WO, ST and WT strategies Branding Macau’s retail industry is one of the WT strategies. Actually, this brand strategy is based on all these general strategies. According to Hong Kong’s brand rebuild experience and its image of “Shopping paradise”, the author connect city brand theory and general brand theory to help build Macau’s brand of retail industry. So the author adjusts general strategies, band strategy, Macau government, retail industry guild and Macau’s retailers into a matrix in order to give a big picture of this development strategyAt last, according to this matrix, the author gives some advice to government, retail industry guild and retailers on how to work together to build the brand of the Macau’s retail industry Key words: Macau’s retail industry Brand Brand strategy City brandII 暨南大学 MBA 学位论文:澳门零售业品牌发展战略研究 目录 摘 要I