零售业发展战略问题研究——以胖东来为例.docxVIP

零售业发展战略问题研究——以胖东来为例

摘要

在零售业面临多重变革和挑战的背景下，本文以胖东来商贸集团公司为研究对象，深入剖析了其发展战略的制定、实施及成效。研究发现，胖东来通过精准的市场定位、差异化的商品策略、卓越的服务体验和积极履行社会责任，成功构建了独特的竞争优势。其差异化战略不仅体现在商品品质与选择上，更贯穿于企业文化、服务模式和品牌建设等多个层面。在实施过程中，胖东来注重提升员工服务意识、优化商品结构、加强品牌宣传和推广，以及构建高效的供应链管理体系。这些举措共同推动了胖东来在零售市场的快速发展，实现了销售业绩的稳步提升和品牌影响力的显著增强。然而，面对电商冲击、消费者需求变化等挑战，胖东来也需不断优化市场定位与产品策略，加强品牌营销与顾客关系管理，并积极探索线上线下融合的新零售模式。通过本文的研究，不仅为胖东来未来的发展战略提供了有针对性的建议，也为其他零售企业在复杂多变的市场环境中制定和实施有效的发展战略提供了有益的参考和启示。

关键词：零售业；发展战略；胖东来；差异化战略；线上线下融合

ABSTRACT

Againstthebackdropofmultiplechangesandchallengesintheretailindustry,thisarticletakesPangdonglaiTradingGroupastheresearchobject,anddeeplyanalyzestheformulation,implementation,andeffectivenessofitsdevelopmentstrategy.ResearchhasfoundthatPangdonglaihassuccessfullybuiltauniquecompetitiveadvantagethroughprecisemarketpositioning,differentiatedproductstrategy,excellentserviceexperience,andactivefulfillmentofsocialresponsibility.Itsdifferentiationstrategyisnotonlyreflectedinproductqualityandselection,butalsorunsthroughmultiplelevelssuchascorporateculture,servicemodels,andbrandbuilding.Intheimplementationprocess,Pangdongfocusesonenhancingemployeeserviceawareness,optimizingproductstructure,strengtheningbrandpromotionandadvertising,andbuildinganefficientsupplychainmanagementsystem.ThesemeasureshavejointlypromotedtherapiddevelopmentofPangdonglaiintheretailmarket,achievingsteadyimprovementinsalesperformanceandsignificantenhancementofbrandinfluence.However,inthefaceofchallengessuchastheimpactofe-commerceandchangesinconsumerdemand,Pangdonglaialsoneedstocontinuouslyoptimizeitsmarketpositioningandproductstrategy,strengthenbrandmarketingandcustomerrelationshipmanagement,andactivelyexplorenewretailmodelsthatintegrateonlineandoffline.Throughtheresearchinthisarticle,targetedsuggestionsarenotonlyprovidedforthefuturedevelopment