案例名称:
传统中间商经营转型与市场再造——北京朝批商贸股份有限公司的蜕变
译名:
The Operational Transformation and Market Restructuring of Traditional Intermediary: A Case Study on Beijing CP Commercial & Trading CO., Ltd
译者:
Xie Lijuan, Wang Xiaodong, Li Chaofan
中文关键词:
北京朝批商贸股份有限公司 传统中间商 经营转型 市场再造
英文关键词:
Beijing CP Commercial & Trading CO., Ltd, Tradition Intermediary, Operational Transformation, Market Restructuring
中文摘要:
本案例以传统中间商在新背景下的经营转型与市场再造为视角,展示北京朝批商贸股份有限公司的经营蜕变之路,并捕捉和探讨其在持续摸索和转变历程中的若干关键决策点。该公司是北京及环渤海地区最大的快消品批发代理和分销企业之一,前身是老牌国企北京市朝阳副食品批发总公司,目前是香港上市公司北京京客隆商业集团股份有限公司的控股子公司。在经历连续改制与经营调整之后,朝批实现了由分销到物流、由批发到零售、由线下到线上、由区域到全国的业务网络扩张,持续开启着现代经营模式的转型升级之路。本案例将展示朝批在重新定位商业经营模式、重塑新型流通职能、实现全国市场再造等方面的转型路径,引导学生对中间商演化、流通职能创新、商业模式变革等问题展开充分讨论。同时,结合公司关于未来挑战的思考,进一步引导学生积极思考传统中间商在新背景下如何深入推进转型发展之路。
英文摘要:
From the perspective of the operational transformation and market restructuring of traditional intermediary in the new environment, this case shows the transformation path of the Beijing CP Commercial & Trading CO., Ltd, and probes into the critical points in the exploration and transformation process. The company is one of the biggest FMCG(Fast-moving consumer goods) agent wholesalers and distribution enterprises in China, which is reformed from Beijing Chaoyang Non-staple Food Wholesale Company. Today, it is a subsidiary of Beijing Jingkelong Company Limited, a Hong Kong listed company. After the continuous reformation and operational adjustment, CP realizes the business expansion from distribution to logistics, wholesale to resale, offline to online and region to nation. The CP is on the way of transformation and upgrading continuously. This case will show the CP’s path of relocating business model, remodeling marketing functions, reconstructing the national market and so on. The case will lead students to discuss the issues such as the evolution of intermediary business, the innovation of distribution functions, and the reformation of business model. Besides, combining with the reflection on the company’s future challenges, this case will lead students to ponder how the tradition intermediary can promote the process of transformation in the new period.
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