阳泉ZM商场发展战略研究.pdfVIP

河北科技大学硕士学位论文

II

Abstract

Abstract

Now,withthedevelopmentofnetworktechnology,onlinesalesarebooming,while

offlinesalesareundergreatimpact.Asatraditionaldepartmentstoreretailenterprise,

YangquanZMMallhasalwaysbeenlovedbyconsumerswithhigh-qualityservices.

However,inrecentyears,inthefaceoffiercemarketcompetition,thedevelopmentof

newonlinee-commerceandthechallengesofnewcompetitors,theenterprisehasentered

adifficultperiodofdevelopment.IfYangquanZMMallwantstoachievesustainable

development,itmustadjusttheexistingthedevelopmentstrategy.

Basedonthetheoryofstrategicmanagement,withthehelpofstrategicanalysistools,

theexternalandinternalenvironmentofYangquanZMMallwillbestudiedinthispaper.

WithSWOTanalysisandqualitativeandquantitativeanalysis,itisconcludedthat

YangquanZMMallshouldadoptdiversificationstrategyanddifferentiationstrategy.That

aside,italsoimplementsdifferentiatedstrategiesfromsaleschannels,services,shopping

mallimage,promotionmethodsandotheraspectsaccordingtothechoiceofstrategy,and

ensurestheimplementationofthestrategyintermsoforganizationalstructure,human

resources,corporatecultureandthelike.Inordertopreventitbeforeithappens,the

strategiccontrolisusedtocontroltherisksthattheenterprisemayencounterduringthe

implementationofitscompetitivestrategy.Byadoptingtheabovemethodstoimprovethe

competitivenessofYangquanZMMall,YangquanZMMalliscompletelyoutofthe

predicament.

Theresearchinthispapernotonlyprovidesthefuturedevelopmentdirectionfor

YangquanZMmall,butalsoprovidesareferenceforothersimilardepartmentstoresand

retailenterprises.Thefutureofretailindustryshouldmakingfulluseofnewtechnologyto

build