案例名称:
传统百货店持续性经营定位转型探索——基于千秋大厦北京宣武门店的单案例研究
译名:
Study on the traditional department store’s business position transformation——Based on Beijing Qianqiu Xuanwumen Store
中文关键词:
百货店;零售管理;经营定位;定位转型
英文关键词:
Department store, Retail Management, Business position, Position transformation
中文摘要:
案例企业曾是北京第一家定位于中高档百货、率先涉足高消费市场的百货商场,在营销和服务方面开创了北京市百货零售行业的一系列“业内先河”,一度享誉京城。然而,随着时代变迁,门店的规模和设施不仅无法跟上消费者日益增长的购物需求,也无法满足品牌供应商的开店需要,从而导致品牌组合的档次不断下降,对消费者的吸引力难以保持,陷入恶性循环。这一现象在当前我国传统百货商场中屡见不鲜,具有研究的典型意义。本案例分析了建立在调研数据基础上,使企业在自身经营能力、主要消费人群期望和周边竞争对手的定位差异三者之间实现平衡的百货商场经营定位转型方案的设计思路。
英文摘要:
In this case, Qianqiu department store opened in September 1990, has been operating for over 27 years. This store was the first department store that positioning in the high level wares, the first department store to serve high lever consumption market in Beijing, the Store used to create a series of \\\"industry first\\\" in Beijing’s Department Stores, once famous in Beijing city. However, with the time change, the scale and facilities of the store not only cannot keep up with the increasing consumer’s demand, but also cannot meet the brand supplier’s needs. So that the store’s brand combination level continuing to drop, difficult to maintain consumers’ attraction, is enduring a vicious circle. This phenomenon is often seen in the traditional department stores in China, as the typical significance. This paper describes the current business situation of Department stores, detailed the process of how to design the position transformation.
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