摘 要
正值全球经济一体化高速发展时期，我国市场经济体制改革不断深化，经济繁
荣进程正飞速与国际接轨，城市居民生活水平日益提高，传统零售百货业正面临着
其他零售百货业态带来的巨大冲击，消费者需求的改变是影响零售业态发展的主要
因素之一。

本文从零售百货业态变革以及各时间发展阶段的消费行为发生改变两方面开始
着手研究，旨在找到这两者之间内在相互影响，相互作用的内在联系。建立在两者
互动关系的基础上，对我国城市居民消费行为进行分析及对未来发展方向进行预测，
从面得出我国未来零售百货业态的变革走势。

本文应用战略分析研究的基本方法，以武汉新世界百货有限公司为研究对象，
并通过过对其所在的宏观经济、市场环境分析等外部环境分析以及 SWOT 分析等公司
内部目前存在的优、劣势，深入剖析其在未来面临机会、威胁，分析出公司的竞争
优劣势进行研究分析，从而得出武汉新世界百货在面对新的市场经济环境下，所具
备及需保有的市场核心竞争力，同时着重通过对公司目标顾客购买行为的变化，以
及未来发展趋势的进行分析研究，据此为武汉新世界百货提出以顾客为轴心的组合
营销战略方案，为其未来的发展提供战略性思考。

通过研究，武汉新世界百货有限公司未来五年内应以坚持中高端市场细分定位、
不断优化品牌、主动经营应对市场变化、细化服务，做出特色、改善卖场环境，体
现精致氛围为公司规划方案。

关键词： 武汉新世界百货，消费行为，零售百货，营销战略II
Abstract
With the period of rapid development of global economic integration, the market
economy system of China continued to deepen the process of economic
prosperity is rapid with international standards. Urban residents' living standards are
improving, and the traditional retail industry is facing a huge impact brought by the
changes of consumers’ behavior that is one of the main factors which influent
the development of retail formats.
The research is aimed at the changes including the changes of consumer’s behavior
and development of retail format. Finding the interaction of them, we can analysis and
forecast the future direction of China’s urban consumers’ behavior, and the trend of the
future of retail formats.
In this paper,, we focus on the company of Wuhan New World Department Store as a
target with the basic research methods of strategic analysis. Through the external
environment analysis and SWOT analysis within the company, we find out advantages
and disadvantage, future opportunities and threats from its macroeconomic, market and
environmental analysis. The research of the company's competitive advantages to arrive
at the Wuhan New World Department Store in the new market economy environment.
Through research, Wuhan New World Department Store Co., Ltd. within the next
five years should be broken down in order to adhere to the high-end market positioning,
constantly, optimizing the brand, to business initiative to respond to market changes,
,refining the consumer service, and improving the store environment,
reflecting atmosphere of the company planning programs.
Keywords：Wuhan New World Department Store consumer behavior
Retail marketing strategyIII
目 录
摘 要.........(I)
Abstract ......(II)
1 绪 论
1.1 选题背景........ (1)
1.2 相关理论概念介绍 .... (2)
1.3 研究意义研究内容与方法... (6)
2 零售百货业态变革发展研究
2.1 零售百货业态发展变革......... (9)
2.2 消费者行为与零售百货业态变化关系研究 (13)
2.3 我国零售百货业态发展趋势(19)
3 武汉新世界百货经营环境分析
3.1 武汉新世界百货介绍.......... (23)
3.2 外部环境分析 .......... (24)
3.3 内部条件分析 .......... (28)
3.4 SWOT 分析.. (33)
4 武汉新世界百货发展战略方案
4.1 总战略目标及定位 .. (35)
4.2 战略发展方案及细化........... (36)
结 束 语..(41)
致 谢......(42)
参考文献..(43)