某市专营店与综合商场经营策略比较研究.doc

摘要:近年来，随着我国国民经济的高速发展，人民生活水平和消费能力的普遍提高，零售产业发展突飞猛进。20世纪90年代以前，我国的零售市场长期保持着综合商场一统天下的单一格局。对外开放以来，消费者需求的变化和零售市场竞争的加剧促进专营店这一新型零售业态的快速发展。作为经济高效发展的城市，常州的零售业发展也呈现出一个规模逐渐扩大的势态。现如今，常州的专营店和综合商场越来越多，发展状况也都相当不错，但在其经营策略上还存在着一系列的问题，本文将对常州的这两种颇具代表的零售形式的经营策略做一个系统性的研究。

　　　本文主要以常州的专营店和综合商场为典型实例，分析专营店和综合商场两者作为实体零售商在商品、服务、目标市场、促销手段上经营策略的对比，从而找出这两者存在的问题并解决问题，最终得出专营店可以与综合商场共存且取长补短、共同发展的结论。

关键词：专营店；综合商场；零售；经营策略

Abstract:In recent years, with the rapid development of China’s national economy, the living standards and consumption capacities of human beings have raised to a general improvement, and the retail industry has developed dramatically. Before 1990s, China's retail market has maintained a single pattern of department stores for a long time. Since opening, because of the changes in consumer demands and increased competitions in retail market, specialty stores have developed rapidly as a new retail format. As a high-speed economic development city, Changzhou’s retail development has showed an expanding situation. Nowadays, the number of specialty stores and department stores in Changzhou grew fast and the states of their developments were also quite good, but there were still some problems in their business strategies. This article would be a systematic study about the two forms of retail business strategies in Changzhou.

   This paper mainly regarded the specialty stores and department stores in Changzhou as typical cases to analyze the differences between specialty stores and department stores’ business strategies, such as product strategies, service strategies, target markets and promotion strategies. These studies found out the existence problems, solved the problems and then concluded that specialty stores and department stores could co-exist,complement each other and common development finally.

Key words：specialty stores; department stores; retailing; business strategies