天虹商场差异化战略应用探究.docVIP

江 西 理 工 学 院 本 科 毕 业 论 文 题目：天虹商场差异化战略应用探究 学 院： 行政管理学院 姓 名： 李 明 文 专 业： 行政管理 指导教师： 牛根生 教授 二0一一年四月 学生承诺与声明 我郑重承诺并声明如下： 本人在毕业论文写作中严格遵守了学校有关规定，恪守学术规范与道德，在本人的毕业论文中未剽窃他人的学术观点和果企业和消费者的纽带，是构成商品销售的主要渠道。随着我国市场经济的不断发展，越来越多的百货企业如雨后春笋般地涌现出来。琳琅满目的商品，舒适的购物环境，使这些商场成为人们日常生活中不可或缺的组成部分。目前随着国际大型百货企业的不断进入，国内百货行业的竞争也在不断加剧。在愈演愈烈的竞争当中，百货企业都在努力寻求各自的方式应对新的挑战。这种挑战既有来自百货行业的业内竞争，也有来自其他新型零售业态的竞争。面对百花齐放的百货业态，国内百货企业天虹商场，在竞争激烈的百货业中成功站稳脚跟并初步实现可持续发展，以差异化经营做为百货企业的核心战略，为百货企业找到一条切实可行的发展之路。 关键词：零售百货；差异化战略；案例分析 Abstract Retail is a traditional industry .It leads consumer fashion and drives the consumption trend. It is a platform to realize exchange of the commodity as well as a bridge to connect manufacturers and consumers, it is the main channel of commodity sales. With the development of our market economy, more and more department stores were born. As we know stores play an important role in our daily life by offering abundant goods and comfortable shopping circumstance. Nowadays with the entrance of international large enterprises, the competition becomes more and more intensified. In the increasingly fierce competition, various department stores are trying to find their own way to respond to new challenges which come from the competition of department store industry itself and other new retail types. Such as theme department stores, membership stores, shopping center, chain supermarket, shopping mall etc. To face so many new type of merchandise status, the era has gone forever in which traditional general merchandise enterprises could earn high profits without hard works. So it becomes a top priority for managers to take into account that how to keep prosperity in the competitive department stores industry and realize sustainable development. This article take the rainbow department stores as the example, the author attempts to solve this problem by taking differentiation strategy as the base. Key