摘要
随着全球经济的不断发展，人们的生活水平不断提高，我国经济呈现新形态，正在
由工业主导向第三产业主导加快转变。作为第三产业重要组成部分的零售业已经发展到
了迅猛的阶段。竞争环境瞬息万变，体验式购物中心疯狂扩张、奥特莱斯业态受到热捧、
线上消费快速发展、传统百货增速下滑，渠道的变化使得消费者的购物选择更加广泛

随着市场环境的变化、像电子商务等新行业态不断对传统行业发起冲击和挑战、经营促
销模式创新度不高，大多数百货店因价格战影响利润减少，传统零售百货业面临严峻考
验。百年老店新百广场作为石家庄商业的老牌百货商场，在如此商业形势下，对自己发
展树立了更高的标准，同时在研究外部条件和内部状况时，利用所有可以利用的有利条
件，不断增加市场占有率、提高总体收入、提升盈利水平

本文概括叙述了市场营销工具的概念和理论，以 PEST 宏观环境分析新百广场所面
临各种优劣条件，结合石家庄新百广场当前的宏观环境，并借助于 SWOT 分析法深入
研究公司优势，对新百广场自身内部环境进行综合分析；此外，依托于当前公司自身优
势和各种发展机遇与挑战，明确了石家庄新百广场的定位及短期目标、长期目标，制定
与市场发展规律相适宜的发展策略——差异化经营策略。具体包括：从有形差异化、无
形差异化、内部差异化、外部差异化四个方向出发；从商场定位、品类布局、会员维护、
技术应用四方面实施；从人才管理、组织文化、集团资金三方面进行保障，最终实现经
营调整目的：熟知自身优劣势完善自我认知，更好地把握石家庄市场环境变化，适应机
遇、从差异化经营角度实现持久良性经营、增强竞争优势

关键词：零售百货业 石家庄新百广场 差异化策略IV
Abstract
With the continuous development of the global economy, people&39;s living standards
continue to improve. China&39;s economy presents a new form,the transformation which is speed
leading by the industry to the tertiary industry. As an important part of the tertiary industry,
the retail industry has developed to a rapid stage. Competitive environment is changing, the
experience of shopping mall crazy expansion, Outlets format by the blitz, the rapid
development of online consumption, the decline in the growth rate of traditional department
stores, channel changes make consumers more widely selected shopping. As the change of
market environment, as a new industry such as electronic commerce constantly impact and
challenge to the traditional industry, business promotion mode innovation degree is not high,
most department stores because of the price war affect profits, traditional retail grocery face a
severe test. Shijiazhuang Xin Bai Plaza as Shijiazhuang business established department store,
in such a business situation, set up the development of their higher standard, at the same time
in the external conditions and internal conditions, take advantage of all can take advantage of
the favorable conditions, increasing the market share and improve overall income, enhance
the level of profit.
This paper first introduces the basic theory of marketing tool, with PEST macro
environment analysis of the new hundred square faces all sorts of conditions, combined with
the Shijiazhuang Xin Bai Plaza of the current macro environment, and with the help of SWOT
research company advantage, comprehensive analysis was carried out on the new hundred
square its own internal environment; In addition, relying on their own advantages to the
current company and all kinds of opportunities and challenges, the positioning of
Shijiazhuang Xin Bai Plaza and short-term and long-term goals, and developing with the
development of suitable market law of development strategy, differentiation strategy. Specific
include: from tangible differentiation, intangible differentiation, internal differentiation,
external differential four direction; From the market positioning, a member of category layout,
maintenance, technical application of four aspects: its implementation; From talent
management, organizational culture, group three aspects to guarantee fund, ultimately achieve
business adjustment purpose: be familiar with their own advantages and disadvantages to
perfect self-cognition, better grasp the Shijiazhuang market environment changes, adapt to the
opportunity, from the point of differentiation to achieve lasting benign operation and enhance
the competitive advantage.V
Key Words: The Retail & Department Store Industry; Shijiazhuang Xin Bai Plaza;
differentiation StrategyVI
目 录
摘要......III
Abstract.....IV
1 绪论.......1
1.1 研究背景及研究意义1
1.1.1 研究背景.....1
1.1.2 研究意义.........2
1.2 国内外研究现状....2
1.2.1 国内研究现状.2
1.2.2 国外研究现状. 4
1.2.3 研究评述.....4
1.3 本文的主要内容和研究方法......5
1.3.1 研究内容.....5
1.3.2 研究方法.....5
1.4 创新点 5
2 研究的理论基础.........7
2.1 企业经营环境分析理论..........7
2.1.1 PEST 理论 ....7
2.1.2 波特五力模型分析理论.....7
2.1.3 SWOT 分析理论 8
2.2 差异化经营理论......8
2.2.1 差异化经营策略理论的提出...8
2.2.2 差异化经营策略中差异的来源.9
2.2.3 企业在差异化策略中的定位...9
2.2.4 差异化策略影响因素.........9
2.2.5 差异化策略实施途径........11
3 石家庄新百广场环境研究 12
3.1 宏观环境的 PEST 分析...........13VII
3.1.1 政治制度和法律体系环境分析13
3.1.2 经济模式结构分析..........13
3.1.3 社会文化因素分析..........14
3.1.4 技术因素分析..15
3.2 分析企业竞争环境..15
3.2.1 竞争对手......15
3.2.2 潜在竞争者....16
3.2.3 替代品........18
3.2.4 消费者的议价能力（消费者的消费需求）..19
3.2.5 商品资源提供者19
3.3 石家庄新百广场的 SWOT 分析.....19
3.3.1 优势..........19
3.3.2 劣势..........19
3.3.3 机会..........20
3.3.4 挑战..........20
3.3.5 SWOT 矩阵分析 .21
4 石家庄新百广场差异化经营策略......23
4.1 石家庄新百广场策略选择的影响因素..........23
4.2 石家庄新百广场经营策略总体目标23
4.3 石家庄新百广场差异化经营策略选择..........24
4.4 石家庄新百广场差异化策略实施方向..........25
4.5 差异化经营策略实施27
4.5.1 商场定位的差异化..........27
4.5.2 品类布局的差异化..........28
4.5.3 会员维护的差异化.........
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