【作者】 刘军；

【导师】 陈宏；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 随着互联网及新技术应用的全面深入,人类的消费习惯和交易方式开始发生颠覆性的变化。电商的崛起,不仅打破了传统实体零售业一统天下的格局,而且使那些不能顺应时代、及时转型的传统零售企业面临巨大的生存挑战。未来是新零售的时代,传统零售企业要走新零售的道路,除了重新定位自己,还必须要依靠技术力量的驱动,拓展线上渠道,打通线上线下,为消费者提供全渠道、线上线下一致的有特色的购物体验。春V购物广场是位于成都盐市口的传统购物中心。成都市中心的春盐商圈内,商业体林立,市场竞争异常激烈。春V购物广场自2014年10月开业后,很快就出现了客户流失、业绩下滑、商户大量撤场等问题,续而进行的几次大小调整都没有改变现状。本文以春V购物广场,具有共性的其他传统零售企业以及电商为研究对象,主要从渠道策略、技术应用、市场定位、差异化策略等方面采用PEST分析、3C分析、STP分析、差异化竞争策略等方法对春V购物广场进行对比分析。文中诠释了新零售的概念,提出春V购物广场必须转型新零售的主张并给出转型新零售的策略建议。本文首先介绍了春V购物广场经营状况不佳的现状以及传统零售业普遍存在业绩下滑,甚至大量关停转的严酷现实。其次通过对互联网时代消费者行为习惯和变化的分析,研究传统零售业共同的竞争对手电商的渠道优势所在,然后对比分析春V购物广场现有渠道模式的劣势所在。再次通过研究电商的技术优势,分析互联网以及技术应用对零售商业的重要价值,然后对比分析春V购物广场现有技术应用的缺失。随后针对春V购物广场所在商圈内主要竞争对手和其他实体商业定位和经营现状的对比分析,发现春V购物广场的市场定位不准确、不清晰,缺少有竞争力的差异化策略和技术策略等问题。最后给出春V购物广场如何重新定位对手和重新定位自己以及充分利用互联网和新技术来提高企业竞争力的全渠道(线上+线下)策略和技术策略的建议。更多还原

【Abstract】 With the deep penetration of the internet and the application of new technology,it leads the society’s consumption habits and means of transaction to a revolutionary change.The rise of E-commerce,not only breaks the ruling pattern of traditional brick and mortar retail(refers to a physical form of a business in a building or store),but also gravely influence those who are unable to follow the era of conformity,and unable to transform in a timely manner for survival.The future belongs to the era of new retail,in order for traditional brick and mortar to adjust into new retail form,while requiring repositioning of oneself,it also depends on the drive of technical strength,expansion of online marketing channel,and online-offline integration;providing consumers with consistently featured omni-channel and online-offline shopping experience.Chun V shopping square is a traditional shopping center located in Yanshikou,Chengdu.Situates within the Chun-Yan shopping district of downtown Chengdu filled with commercial complex,resulting in abnormally fierce market competition.Since the grand opening of Chun V in 2014,it rapidly began to face problems such as customer loss,sales performance decline,and increasing merchant withdrawals;multiple adjustments at different magnitude were attempted but did not successfully improve current situations.This article focuses on Chun V shopping center,other common traditional retail enterprises and e-commerce as its object of study.Mainly from applying methods such as,PEST analyses,3C model,STP analyses,and differentiation competitive strategy etc.to aspects of channel strategy,technology adoption,marketing positioning and differentiation strategy etc.to further analyze traditional retail as well as Chun V shopping square itself,also annotate the concepts of new retail and raise the suggestion for an advocate of transformation to new retail mode.To start off,this paper introduces the present situation of Chun V shopping center with its inability to make profit and the slow progress towards a potential business failure;as well as the common decrease in the outstanding achievement of most traditional retail business forms and the harsh reality of mass closing and repositioning of companies.Through the evaluation of the habits and changes in consumers of the internet era,the existing advantages of the e-commerce channels,thus compare and analyze them with the shortcomings of the Chun V shopping center channels.Following by the analysis of Chun V against the state of operation and market position of the competitors within the same shopping district,realizing the inaccurate market position that Chun V had established in the start of its business.It possesses unclarity and lacking in the competitiveness of differentiation strategy and technology planning etc.Finalizing with suggestions of how Chun V can reposition competitors and itself,as well as to fully utilize the internet and new technology to improve efficiency and competitiveness in omni-channel(online+offline)and technology strategies of its company.更多还原