摘要
摘要
随着经济的发展，企业对于外部环境中的机会和挑战、企业内部自身的优
劣势都应非常清晰，并能准确找到自己的竞争优势。昆明螺蛳湾国际商贸城由
受经济下滑、消费收缩、渠道分流速度变快、成本持续增加等因素的影响，百
货业销售金额与核心业务收益大幅下降。另外，顾客需求、消费习惯也在持续
改变，消费市场具有注重高性价比的立足型、现实型消费与注重个性化、成长
式、体验型的消费升级同时出现的状况。在该环境下，转型和创新成为了昆明
螺蛳湾国际商贸城处理电商冲击、客流量下滑、获利率减少等各种问题的关键。
本文以战略转型理论、企业发展战略等理论为基础，通过对昆明螺蛳湾国
际贸城内外部环境的分析和战略的选择。对昆明螺蛳湾国际商贸城现状展开分
析，发现该商贸城目前面临线上对线下激烈的竞争、发展定位不清晰、过于重
视国内而忽略国际市场、业态布局不合理、各期建设没有形成差异化、商户和
消费者体验感差以及消费体验场景和服务模式有待提升等困境。结合目前的困
境，首先，对螺蛳湾商贸城的内外部环境进行 SWOT分析。其次，基于波特五
力行业环境理论，研究了商贸城转型升级的目标和路径。最后，对提升和完善
昆明螺蛳湾国贸城功能方面提出几点实施建议：借鉴“义乌第六代”并重构战
略定位，立足国内外市场并强化市场集散功能，合理布局业态分布并打造亮点
产业，全力推动经营环境建设以及提升消费体验场景和服务模式等。
关键词：战略转型；螺蛳湾国际商贸城；SWOT分析；行业竞争环境分析；
价值链分析
I

Abstract
Research on the strategic transformation of Kunming luosiwan
International Trade City
[Name]
[Major]
Directed by [
]
ABSTRACT
With the development of economy, enterprises should be very clear about the
opportunities and challenges in the external environment and their own advantages
and
disadvantages,
and
can
accurately
find
their
own
competitive
advantages.Kunming Luosiwan International Trade City is affected by the economic
downturn, consumption contraction, channel diversion speed, continuous increase in
cost and other factors, the department store sales amount and core business income
declined significantly. In addition, customer demand, consumption ability and habits
are also constantly changing. The consumer market has the situation of paying
attention to cost-effective foothold and realistic consumption and personalized,
growth and experience consumption upgrading at the same time. In this environment,
transformation and innovation have become the key for Kunming Luosiwan
International Trade City to deal with the impact of e-commerce, the decline of
passenger flow, the reduction of interest rates and other problems.
Based on the theories of strategic transformation and enterprise development
strategy, this paper analyzes the internal and external environment and strategic
choice of Kunming Luosiwan international trade city. Combined with the current
difficulties, firstly, SWOT analysis is made on the internal and external environment
of Luosiwan Trade City. Secondly, based on porter's five Forces industry environment
theory, the paper studies the target and path of transformation and upgrading of the
II

Abstract
trade city. Spiral lions bay, in the end, to improve and perfect the kunming
international trade city, puts forward some Suggestions for implementing function
aspects: reference to "sixth generation" yiwu and reconstructing strategic positioning,
based on the domestic and foreign markets and strengthen market distribution
function, distribution of reasonable layout forms and create bright spot in industry, to
promote the construction of business environment and improving consumer
experience scenarios and service mode, etc.
Key Words: Strategic transformation; Snail Bay International Trade City;
SWOT analysis; Analysis of industry competitive environment; Value chain analysis
III
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