在这种背景和理念下，本文选择了在成都零售市场上以服务致胜的外资企业
成都伊藤洋华堂为案例，探寻分析其成功的原由以及给行业的借鉴和启示。成都
伊藤洋华堂成立于 1996 年 12 月 25 日，目前形成以春熙店、双楠店、锦华店、建
设路店、高新店为核心的连锁经营格局。十五年来秉承“忠诚于我们的顾客，忠
诚于我们的股东、商业合作伙伴及社区，忠诚于员工”的公司理念，以实现感动
的卖场、感动的商品、感动的服务为工作原则，顺应市场变化满足顾客需求，致
力于建设值得顾客信赖的、有价值的品牌，不断吸引每年近 3000 万人次的消费者
纷至沓来。
本文对伊藤洋华堂的服务运作管理等进行分析研究，采用理论和实证相结合
的方式，通过市场调查和企业走访，获得第一手资料，全面佐证成都伊藤洋华堂
成功的秘决以及它的典型性。全文共分七章，第一章主要介绍论文的背景、意义
以及思路与方法；第二章分析成都零售业的发展概况及竞争环境；第三章分析伊
藤洋华堂服务致胜业绩卓著的体现；第四章对伊藤洋华堂公司服务运作管理标准
体系的剖析；第五章研究伊藤洋华堂服务管理的执行与驱动；第六章伊藤洋华堂
成功的借鉴与启示，给零售行业服务运作管理提升提出建议；第七章是全文总结。
关键词：伊藤，服务，顾客
ABSTRACT
With the rapid development of Commercial and Trade Distribution Industry of
China, competition within is fiercer. In order to take over the market and acquire wider
expansion, more enterprises have to compete on merchandise price. Otherwise, price-off
promotions is double-edged sword. To win over the market, retailing enterprises have to
ultimately compete on service which represents the innovation image, business
philosophy and brand effect of the company. As one of the precious sources of
enterprise, service culture is intangible asset. Moreover, service management, as one
kind of market operation, effectively keeps company from evil competition. Positive
competition like that on service brings win-win result to both consumers and companies.
Companies grow better and more rapidly if they win over consumers on service and
acquire more loyal customers and market share.
In this context, this essay chooses Chengdu Ito Yokado, a foreign-capital
corporation succeed for its service as case study. Found on Dec.25th, 1996, Chengdu Ito
Yokada has already opened five outlets like Chunxi, Shuangnan, Jinhua, Jianshe and
Gaoxin. For 15 years, with company's philosophy as loyal to our customers, our
shareholders, business partners, our communities and our employees, Ito Yokado has
been regarding “demonstration of nice supermarket, impressive product and
heart-touching service as our working principle. Adapting to market changes and
customer needs, Ito Yokado is devoted to build a customer trustable and valuable brand
and attracts continually 30 million customers every year.
This essay studies and examines service management of Ito Yokado by a
combination of theoretical and empirical. Through market research and corporation
visiting, this essay analyzes the success secret and typicality of Chengdu Ito Yokado
through these first-hand data. This essay is divided into 7 parts. The first will mainly
introduce the context, signification, mentality and methodology of this essay; the second
will contribute to Chengdu distribution industry development and competition
environment ; in the third part, excellent performance of service-oriented Ito Yokado
will be analyzed; in the fourth part, service management streamline system of Ito
Yokado will be examined; in the fifth part, execution of Ito Yokado service management
will be studied; the sixth part will be devoted to success learning and enlightenment
from Ito Yokado and will provide suggestions on improvement of service management
of retailing industry; the seventh part will be the summary of this essay.
Keywords: Ito Yokado, service, customer
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