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国内实体零售业应如何重新构建自己的竞争力，开启新的生命周期，打造实体零
售的竞争优势，已成为零售企业的重点研究课题，深南天虹商场如同实体零售的
缩影，面临着同样的困境，急需转型重塑竞争力
论文首先综述了企业转型、业态原理和体验经济等相关理论，对深南天虹商
场的业态转型的研究提供理论基础，同时对业态的定义、业态选择方法和顾客分
类等理论进行了补充。然后对深南天虹商场业态转型的环境进行了分析：外部环
境分析，发现深南天虹商场的发展机会与关键威胁要素；内部环境分析，主要从
资源及能力两个方面凝练深南天虹商场的优劣势。运用了 SWOT 矩阵，分析了
深南天虹商场业态转型的发展战略，同时借鉴了国内外企业转型案例的启示，选
择了 ST 多元化战略，也明确了深南天虹商场业态转型为复合式新业态。最后，
依据转型的多元化战略，对深南天虹商场进行重新定位，运用了调研中的深度访
谈的方式，获取目标消费群里的生活方式和情感诉求，挖掘顾客价值，明确了深
南天虹商场的复合式业态转型必须以顾客为导向，是要基于定位客群的一站式的
时尚生活方式的开发。通过对案例分析法和文献研究等，对复合式业态进行了宏
观和微观上的诠释，并且明确了复合式业态转型的指导思想，复合式业态必须是
有独立性、能不断创造价值、商品编辑上有突破的业态等。而复合式业态的实现，
是从微观业态的四个要素规划和设计：空间设计、商品设计、体验设计和传播设
计，并让竞争对手无法简单模仿
深南天虹商场的业态转型，选择了多元化战略和复合式业态模式，并对商场
重新定位，聚焦目标市场，围绕新定位打造极致体验的新业态，对复合式业态和
业态要素的进行了全新诠释，并研究了业态转型的实施策略，最后对业态转型的
保障措施提出建议。本文的课题研究不仅为天虹商场的百货老店转型提供了理论
支持，也对国内传统百货业态的转型有了一定的参考意义
关键词：传统百货；业态转型；体验经济；多元化战略；复合式业态MBA 学位 论文作者：韩小平 深南天虹商场业态转型研究
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Abstract
China&39;s physical retail industry is being affected by multiple channels, such as online, cross
industry, foreign companies and a variety of new formats and so on.Meanwhile, Consumers are
also in a time of change, up and down of the consumption, new generations of consumers have
appeared, which causes the innovation of consumption and industry. In the time of diversified
consumption, the market is full of tough competitions. The traditional retail does not follow the
trend, and the main domestic retail enterprises, supermarkets as well as department stores are
facing the severest crisis of closing down in the last decade. This is a key research subject for the
retail enterprises, how the domestic entity retail can rebuild its own competitive power and
advantages to gain a new life.Shennan Rainbow Department Store, the epitome of domestic retail,
faces the same predicament.
It is studied in the report with regard to the Business Format Transformation and innovation
for Shennan Rainbow Department Store, applying the principles of enterprise transformation and
innovation, as well as the theories of experience economy.At the same time, the definition of the
format, the choice method of the format and the theory of customer classification are
supplemented. In this paper, through the analysis of the environment of the transformation of the
format, the analysis of the direction of development and transformation for entity retail, Through
Analyzing the shopping district of ShenNanand Shennan Rainbow Department Store competitive
environment, it covers the advantages and disadvantages of Shennan Rainbow Department Store
from resource and ability. Through the analysis of external and internal environments, the SWOT
analysis is carried to suggest the development strategy for Shennan Rainbow Department.At the
same time, by studying the case of the domestic and foreign enterprise transformation, and choose
the direction of diversification strategy ST Store. It also clarified the transformation of Shennan
Rainbow Department Store into composite format. Finally, According to the strategic direction of
the transformation, the relocation of ShenNan mall, , it can be acquired with the life styles and
emotional needs of the target consumer groups. The customer values can be discovered through
in-depth interviews. Business Format Transformation and Innovation for Shennan Rainbow
Department Store must respect the customers, focusing on the development of a one-stop and
fashionable hub that creates life style for the target customers.Through the case study and
literature research, this paper makes a macro and micro interpretation of the format.And clear the
guiding ideology of Business Format Transformation, complex format must be independent, andMBA 学位 论文作者：韩小平 深南天虹商场业态转型研究
III
can continue to create value, commodity editing has exceeded the format.And the realization of
complex formats,carries on the planning and design of the complex format from the four elements
of micro format: Space design,Products design, Experience design and Media design. The
combinations of the new formats can not be simply replicated.
Shennan Rainbow Business Format Transformation, the choice of diversification strategy and
composite format mode. Re positioning of the market, and focus on the target market, the new
format to create the ultimate experience around the new location, the composite format and
composite format elements of new interpretation, presented a composite format theory, and studies
the implementation strategy of Business Format Transformation, and finally puts forward
suggestions on the Business Format Transformation of safeguard measures. This report provides
not only theoretical supports for Shennan Rainbow Department Store, but also becomes a
reference for the Business Format Transformation of the domestic traditional department stores.
Key words: Traditional Department Store; Business Format Transformation; Experience
economy; Diversification strategy; Composite formatMBA 学位 论文作者：韩小平 深南天虹商场业态转型研究
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目录
中文摘要..I
ABSTRACT........II
一、绪论.1
（一）论文研究背景与研究意义1
（二）论文研究内容与研究方法4
（三）论文研究框架与技术路线4
二、相关理论综述 .........7
（一）企业转型....7
（二）业态原理....8
（三）体验经济..12
（四）消费者生活形态的分类研究模型 VALS2 ..........14
（五）理论概述..16
三、深南天虹商场业态转型的环境分析和营销战略.17
（一）深南天虹商场业态转型的环境分析......17
（二）深南天虹商场业态转型的营销战略......27
四、深南天虹商场业态转型模式设计 37
（一）深南天虹商场的新定位..37
（二）顾客导向的业态转型模式..........43
五、深南天虹商场实施业态转型的保障措施与建议.53
（一）绩效考评体系的优化......53
（二）预算支持.
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