消费行为与零售业态互动关系及百货业营销策略研究.pdf

河海大学
硕士学位论文
消费行为与零售业态互动关系及百货业营销策略研究
姓名:李欣
申请学位级别:硕士
专业:企业管理
指导教师:钱旭湖
20070301
摘要
改革开放以来,我国零售业取得了巨大发展,尤其是进入20世纪90年代,
各种零售业态的导入、变迁与整合,给我国商业经济注入了非凡的活力。但由于
我国零售业态的变革多为模仿国外已有的模式,尚未形成完全符合我国国情的发
展模式,我国零售业存在业态结构不合理、市场定位不明确、营销策略同质化等
问题。
随着我国市场经济的发展和市场向更广泛的领域开放,我国消费者日渐成
熟,消费者行为也在不断发生变化。消费者行为是所有企业制定营销策略的出发
点。本文以此为研究导向,运用半科学半经验的方法,对我国零售业态的发
展趋势及营销策略,进行基础理论的开拓和应用研究。
本文首先从消费行为学的理论入手,分析了消费行为与零售业态变革的互动
关系,认为消费文化、消费需求以及生活方式是影响消费行为的根本因素,由于
消费文化的变化,消费需求的升级以及生活方式的转变,推动零售业态的不断创
新,同时随着零售业态的演进,消费者的消费行为显示出类型化、规范化、自由
化等特征,并形成一定的消费文化,改变了消费者的生活方式。接着,文章结合
我国城市居民消费行为多样化、个性化、主动化、便捷化、专业化的变化趋势,
提出了我国零售业态未来的发展趋势一多样化、细分化、融合化。作为传统业
态的代表,百货业是我国较为成熟的零售业态,但随着环境的变化,竟争的加剧,
百货零售企业存在竞争模式雷同,经济效益下滑的问题。本文选取百货业进行重
点研究,将我国百货零售业的消费群划分为时尚个性型、高质品牌型以及实惠经
济型三类,由此对百货零售企业形成高档百货店、时尚百货店、生活百货店以及
折扣百货店四类市场定位,并从产品策略、促销策略、服务策略以及店铺形象策
略四个方面,提出了百货零售企业的营销策略。本文最后选取了南京东方商城进
行了个案研究,以期从应用的角度对高档百货的营销策略有所借鉴
关键词:消费行为、零售业态、互动关系、营销策略
Abstract
Since the reform and openness, our countrys retail businesses have got enormous
development. Especially in the entry of 1990, various retail businesses leading-in, vicissitude and
integration had poured so much extraordinary vigor in China s commercial economy. But there
are still many problems, which structures of enterprises are inconsequence, orientations of markets
are ambiguity, policies of s ibution are m enous and so on, in our tail businesses due to
that ours'refomms mostly imitated eis ent modes and the develop mode adapted to the situation of
our country has not formed yet.
With the development of our market economy and the opening to the much broader domain
of markets, our countrys consumers are gradually mature and behaviors of the consumers are
changing continuously. The consumers'behavior is the jumping-off point of most enterprises
establishing policies of dis ution. This article applies semi-science &semi-experience method
according to the former idea, exploits basic theories, does applied researches in the develo
curent and management-distbuton policies of our countrys retail businesses
This article analyses the interactive relationship between consume behavior and retail trade
trans om proceed with he theory of consumer behavior study, and considers that the ultimate
factors of affecting consumer behavior are the culture &requirement of consumption and life style.
innovations of the retail trade are promoted continuously due to the variation of consumer culture,
the upgrade of consumer requirement and changes of life style. At the same time, with the
evolvement of the retail trade, behaviors of the consumers have revealed stylization normalization,
liberalization which formed stated consumer cultures and caned consumers'lifestyle
Regarding to the trends of diversification, individuation, positivity, convenience and
specialization in our ci w conmmon a e die ion for our city retailing o be
more multiplex, specified and integrated was proposed. As representative of traditional industry,
the general merchandise is a more full-blown type of retailing in our society. However, along with
the variation of circums ance and the in ension of cometition, problems such as duplication
in competition pattem, and the decrease of benefits emerged from the general merchandise

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