本文選題：沙井TH商場(chǎng) + PEST　； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：深圳作為我國(guó)改革開放的前沿陣地,在改革開放后經(jīng)濟(jì)一直處在飛速發(fā)展的時(shí)期。深圳沙井TH商場(chǎng)隨著深圳經(jīng)濟(jì)的快速發(fā)展,經(jīng)過十年的經(jīng)營(yíng),迅速成長(zhǎng)為沙井地區(qū)商場(chǎng)的領(lǐng)跑者。但是隨著各種零售業(yè)新興業(yè)態(tài)的興起,加之電子商務(wù)的沖擊,2010年之后深圳沙井TH商場(chǎng)的增長(zhǎng)速度受到了很大影響,增長(zhǎng)規(guī)模也受到了一定得限制。面對(duì)激烈的行業(yè)競(jìng)爭(zhēng),需要對(duì)深圳沙井TH商場(chǎng)的未來發(fā)展進(jìn)行系統(tǒng)的研究,制定出一套行之有效的解決方案。本文旨在通過對(duì)深圳沙井TH商場(chǎng)進(jìn)行戰(zhàn)略選擇分析,為沙井TH商場(chǎng)未來的發(fā)展指明方向。本文綜合運(yùn)用了企業(yè)戰(zhàn)略管理理論、競(jìng)爭(zhēng)戰(zhàn)略相關(guān)理論、PEST分析工具、波特五力模型以及SWOT分析理論,采用文獻(xiàn)閱讀、典型調(diào)查、實(shí)證分析等研究方法,通過分析深圳沙井TH商場(chǎng)的發(fā)展現(xiàn)狀,運(yùn)用定量與定性相結(jié)合的分析方法,應(yīng)用PEST方法為工具,分析深圳沙井TH商場(chǎng)的宏觀環(huán)境,結(jié)合沙井TH商場(chǎng)內(nèi)部環(huán)境的分析,發(fā)現(xiàn)商場(chǎng)內(nèi)部存在的問題,隨后采用SWOT分析方法綜合分析得出深圳沙井TH商場(chǎng)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇及挑戰(zhàn),提出了深圳沙井TH商場(chǎng)業(yè)務(wù)發(fā)展的戰(zhàn)略選擇,進(jìn)一步優(yōu)化提出了深圳沙井TH商場(chǎng)發(fā)展的戰(zhàn)略方案。最后,提出了深圳沙井TH商場(chǎng)實(shí)施策略。深圳沙井TH場(chǎng)面臨的戰(zhàn)略環(huán)境是機(jī)遇與挑戰(zhàn)并存,同時(shí)在資源和能力方面具有自身的實(shí)力,應(yīng)走以百貨零售為主業(yè)的相關(guān)多元化發(fā)展道路,并通過加速業(yè)態(tài)創(chuàng)新、實(shí)施精益管理、提升信息化水平、加強(qiáng)人力資源管理和開展文化營(yíng)銷等戰(zhàn)略措施的落實(shí),經(jīng)過3-5年的發(fā)展,努力使公司成為主業(yè)突出多業(yè)態(tài)共同發(fā)展的,集商流、物流、資金流、信息流于一體的大型服務(wù)性綜合商場(chǎng)。
[Abstract]:Shenzhen, as the front position of China's reform and opening up, has been in a period of rapid economic development since the reform and opening up. With the rapid development of Shenzhen economy, Shenzhen Shajing th Mall has grown into a leading market leader after ten years of operation. However, with the rise of various new retail formats, coupled with the impact of e-commerce, the growth rate of the TH shopping mall in Shenzhen has been greatly affected since 2010, and the growth scale has been limited to a certain extent. In the face of fierce industry competition, it is necessary to make a systematic study on the future development of the sand well th shopping mall in Shenzhen, and work out a set of effective solutions. The purpose of this paper is to point out the direction of the future development of the sand well th mall by analyzing the strategic choice of the sand well th mall in Shenzhen. In this paper, the enterprise strategic management theory, competitive strategy theory and pest analysis tools, Porter's five-force model and SWOT analysis theory are comprehensively used, using literature reading, typical investigation, empirical analysis and other research methods. By analyzing the present situation of the development of the sand well th mall in Shenzhen, using the quantitative and qualitative analysis method, using the PEST method as the tool, this paper analyzes the macro environment of the sand well th mall in Shenzhen and the analysis of the inside environment of the sand well th market. This paper finds out the problems existing in the shopping mall, then synthetically analyses the strengths, weaknesses, opportunities and challenges of the sand well th shopping mall in Shenzhen by using the SWOT analysis method, and puts forward the strategic choice for the business development of the sand well th shopping mall in Shenzhen. Furthermore, the strategic plan of the development of th shopping mall in Shenzhen is put forward. Finally, the implementation strategy of th shopping mall in Shenzhen is put forward. The strategic environment facing th field in Shenzhen is the coexistence of opportunity and challenge, at the same time, it has its own strength in resource and ability. It should take the diversified development road of department store retail as the main industry, and speed up the innovation of business form. Implementing lean management, improving the level of information, strengthening human resource management and carrying out cultural marketing and other strategic measures. After 3-5 years of development, the company has made great efforts to make the company become the main business with outstanding multi-business development together, gathering business flow, logistics, etc. Capital flow, information flow in one of the large service integrated shopping malls.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F727

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