大连理工大学专业学位硕士学位论文
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摘要
多年来，东北地区儿童百货市场呈现两极供给模式。高端品牌都设在各大百货商场
中，价格高且满足人群有限。而低端品牌置于综合市场和街边门店，很难保障商品的质
量和服务。能够满足大部分中端消费者和消费需求的专业、大众、一站式儿童体验式购
物商场，因辽宁朵朵童世界公司的应运而生将其填补。随着“全面二孩”政策的实施，儿
童百货市场日益升温。在国家政策引导和市场需求的新形势下，儿童行业存在机遇也同
时面临着挑战。辽宁朵朵童世界公司如何能够抓住内外部优势资源和有利时机，进行战
略调整成为企业未来竞争制胜的关键点
本文以企业战略管理理论和方法为指导依据，结合辽宁朵朵童世界公司内外部环
境，进行了客观和综合性分析，得出辽宁朵朵童世界公司发展战略选择。辽宁朵朵童世
界公司的发展战略总体制定步骤是：首先使用PEST工具对公司发展的宏观环境进行分
析，以波特五力模型为工具来综合描述公司目前所处的竞争态势。其次对辽宁朵朵童世
界公司的核心资源及各经营板块的运营能力进行分析论述。再次以SWOT组合矩阵配
比分析辽宁朵朵童世界公司的优劣势，机遇和威胁。最后依据综合分析的结果进行归类，
提出了辽宁朵朵童世界公司发展战略结论如下：
1、集合信息化与网络化功能，推动企业连锁向纵深发展；
2、辽宁朵朵童世界公司品牌化经营和应用；
3、以一、二代店为战略基础，推动互联网思维下儿童全产业链的整合，完成三代
店的运营，并引领中国儿童专业市场；
4、深度整合资源平台，跨界合作，成为中国最大的儿童服务提供商；
5、辐射华东、华北并向国际化经营方向拓展
本文通过对儿童行业相关联及可跨界合作的领域进行了辅助性综合分析，提出营造
多方共赢的生态圈的概念，结合自身优势及整合资源平台的深度，来辅助企业发展战略
的有效实施
关键字：儿童百货；发展战略；辽宁朵朵童世界公司
辽宁朵朵童世界公司发展战略研究
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A study of development strategy of liaoning
duoduo kids word CO.,LTD
Abstract
In recent years, children's department store in Northeast of China presents a bipolar
supply model. High-end brands are mainly located in department stores, with high prices and
can only satisfy limited crowd; while low-end brands are mainly located in integrated markets
and street stores, and it is difficult to guarantee the quality of products and service. Liaoning
Duo Duo Kids World Co., was set up to fill in the gap, which providing professional, public
and one-stop children's experience shopping mall to meet the majority of Mid-end consumers’
demand for consumption. With the implementation of universal two-child policy, children
department store is booming. Under the guidance of national policy and market demand, there
are opportunities as well as challenges for children's industry. The key point for Liaoning Duo
Duo Kids World Co., to win the future competition is how to grasp the internal and external
advantageous resources and favorable opportunity and then carry out strategy adjustment.
Basing on the enterprise strategic management theory and methods and through the
objective and comprehensive analysis after taking into account the internal and external
environment of Liaoning Duo Duo Kids World Co., this paper has formulated the
development strategy for Liaoning Duo Duo Kids World Co.,. The followings are the steps
for formulating a development strategy for Liaoning Duo Duo Kids World Co.,: firstly, to
analyze the macro environment for the development of the company by using PEST tool and
make a comprehensive description of the competition situations that the company are facing
now by using the tool of Michael Porter’s Five Forces Model; secondly, to analyze and
discuss the core resources as well as the operation capability of its different management
sectors of Liaoning Duo Duo Kids World Co.,; thirdly, to analyze the advantages,
disadvantages, opportunities and threats of Liaoning Duo Duo Kids World Co., through
SWOT proportional combination matrix; last, after classifying the results from the
comprehensive analysis, a conclusion has been reached for Liaoning Duo Duo Kids World
Co., for its development strategy:
1. Set up information and network functions to promote chain enterprises to longitudinal
direction of development;
2. Brand management and application of Liaoning Duo Duo Kids World Co.,;
大连理工大学专业学位硕士学位论文
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3. Based on first and second generation of stores to promote the integration of the whole
industry chain of children consumption market under the internet thinking, so as to complete
the operation management of the third generation of stores, and finally lead the children's
professional service market of China;
4. Deeply integrate resource platform and enhance cross-boundary cooperation so as to
become the largest children service provider in China;
5. Radiate East of China and North of China and finally expand to the whole world.
Through a comprehensive ancillary analysis of children-oriented industries and the
related sectors with which Liaoning Duo Duo Kids World Co., Ltd. can bridge corporations,
this paper puts forward the conception of building an ecological circle in which all parties
enjoy a win-win situation so as to assist the effective implementation of the competitive
strategy by combining its own advantages and its outstanding capability of integrating the
resources on the platform.
Key words: Children's department store; Development strategy; Liaoning Duo Duo Kids
World Co.,
辽宁朵朵童世界公司发展战略研究
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目录
摘要 ..... I
Abstract ..... II
1绪论 . - 1 -
1.1研究背景 ...... - 1 -
1.2研究目的和意义 ...... - 1 -
1.3研究思路 ...... - 2 -
1.4研究内容 ...... - 2 -
2企业战略理论综述 . - 5 -
2.1企业战略理论 .......... - 5 -
2.1.1企业战略的定义 ....... - 5 -
2.1.2企业战略理论的发展概述 ... - 5 -
2.1.3 战略管理的基本过程 ......... - 6 -
2.2企业发展战略理论 .. - 7 -
2.2.1企业竞争战略的含义 ........... - 7 -
2.2.2核心竞争力理论 ....... - 7 -
2.2.3波特的竞争战略理论及分类 ........... - 7 -
2.2.4企业发展战略的要素和特征 ........... - 7 -
2.3企业战略分析工具简述 ...... - 8 -
2.3.1PEST分析模型 ......... - 8 -
2.3.2波特五力模型 ........... - 9 -
2.3.3SWOT分析 ... - 9 -
3辽宁朵朵童世界公司的外部境分析 ....... - 11 -
3.1宏观环境分析 ........ - 11 -
3.1.1政治环境分析 ......... - 11 -
3.1.2经济环境分析 ......... - 11 -
3.1.3社会环境分析 ......... - 12 -
3.1.4技术环境分析 ......... - 13 -
3.2行业环境分析 ........... - 13 -
3.2.1 行业的发展趋势及投资环境分析 ... - 13 -
3.2.2行业的五力模型分析 ......... - 14 -。