摘要
新零售背景下 SF百货营销策略研究
摘要
随着互联网和信息技术的快速发展，我国人们生活和收入水平的快速提高，消费者
的消费理念也在发生着巨大转变，同时消费需求及消费体验都有了更高的要求，单纯的
依靠线上或线下的商品销售模式已经无法满足人们日益增长的对消费体验的新需求。基
于此，一种线上、线下相结合的“新零售”方式悄然兴起，并掀起了一场营销革命，新零
售作为一种零售新业态的诞生来突破新思路，以消费者为中心，打破线上和线下的壁垒，
来升级消费者体验。
快时尚行业在新零售浪潮来临时，更要努力突破之前的运营框架，立足问题和现状，
制订顺应新时代潮流下的营销策略，将消费者的购物体验全面提升。本文以 SF百货为
研究对象，本文首先分析了新零售概念兴起的背景，并对新零售的内涵进行总结界定。
提出新零售是是以消费者需求为核心的消费体验升级，是通过数据的驱动和技术的革
新，以泛零售和全渠道的形态，为消费者提供集购物、娱乐社交多维一体的综合零售业
态。其次，运用波特五力模型对 SF百货公司在新零售时代下所面临的宏观发展环境行
业竞争状况等进行分析并在此基础上总结出 SF百货所面临的现状问题以及自身的问题
所在。
然后，立足于 SF百货在营销策略上出现的问题，分别从目标市场定位、产品策略、
价格策略、渠道策略、促销策略、人员策略、有形展示策略、服务策略七个方面提出
SF百货的营销策略优化方案。产品策略上一方面推广 SPA模式实现客货匹配，另一方
面依据目标对象消费习惯生活方式对差异的美妆女装淘品商品做进一步产品优化；在价
格方面，实现低价渗透策略、捆绑定价策略、灵活价格调整策略三者并存的模式，构建
SF百货定价体系，渠道方面从线上线下两个层面分别提出优化策略，线下重点聚焦购
物中心渠道改善，线上拓展直播短视频渠道、导购分销渠道、社群营销渠道；在促销策
略上线上线下双管齐下，做好线下促销方式的优化创新，同时线上依托大数据进行精准
会员促销；人员方面重点通过提升店长综合能力带动顾客购物体验的提升；通过有形展
示的优化带动进店率、连带率提升，进而提升销售总额；根据 SF百货的卖品特点，线
下门店的服务需要优化为两种类型，一种是自助式服务类型，一种是 AFB服务类型，
从而提升线下的核心竞争力。
新的营销策略优化方案将促使 SF百货销售份额增长，在保持自身竞争优势的同时
提高核心竞争力，最终实现在新零售业态下抢占先机市场占有率稳步提升的目的。也为
其他快时尚连锁企业的新零售营销方案设计提供借鉴思路，富有实践意义。
关键词：新零售；快时尚；营销策略；波特五力模型
I
ABSTRACT
RESEARCH ON MARKETING STRATEGY OF SF
DEPARTMENT STORE UNDER THE BACKGROUND OF
NEW RETAIL
ABSTRACT
With the rapiddevelopment of the Internetand information technology, therapid
improvement of people's living and income levels in my country, the consumption concept of
consumers is also undergoinggreat changes. At the same time,consumer demand and
consumer experience have higher requirements. Online or offline commodity sales models
have been unable to meet people's growing new demands for consumer experience. Based on
this, a "new retail" method that combines online and offline has quietly emerged, and set off a
marketing revolution. New retail, as a new retail format, breaks through new ideas and is
consumer-centric. Break downthe online and offline barriersto upgrade the consumer
experience.
When the new retail wave comes, the fast fashion industry must strive to break through
the previous operating framework, based on the problems and current situation, formulate
marketing strategies that conform to the trend of the new era, and comprehensively improve
the shopping experience of consumers. This paper takes SF Department Store as the research
object. This paper first analyzes the background of the rise of the new retail concept, and
summarizes and defines the connotation of the new retail. It is proposed that new retail is an
upgrade of consumer experience centered on consumer demand. It is driven by data and
technological innovation, in the form of pan-retail and omni-channel, to provide consumers
with acomprehensive retailformat thatintegrates shopping,entertainment andsocial
interaction. . Secondly, using Porter's five forces model to analyze the macro development
environment and industry competition that SF department stores are facing in the new retail
era, and on this basis, summarize the current situation and problems faced by SF department
stores.
Then, based on the problems in the marketing strategy of SF department store, this paper
puts forward the marketing strategy optimization scheme of SF department store from seven
aspects:targetmarketpositioning,productstrategy,pricestrategy,channelstrategy,
promotion strategy, personnel strategy, tangible display strategy and service strategy. In terms
of product strategy, on the one hand, promote spa mode to realize the matching of passengers
and goods, on the other hand, further optimize the products of different beauty women's
clothing products according to the consumption habits and lifestyle of the target objects; In
terms of price, realize the coexistence of low price penetration strategy, bundling pricing
III
华北水利水电大学硕士学位论文
strategy and flexible price adjustment strategy, build the SF department store pricing system,
and put forward optimization strategies from both online and offline channels, focusing on the
improvement of shopping center channels offline, and expanding live short video channels,
shopping guide distribution channelsand community marketing channels online; Inthe
promotion strategy, we will do a good job in optimizing and innovating the offline promotion
methods, and carry out accurate member promotion online relying on big data; In terms of
personnel, the focus is to drive the improvement of customers' shopping experience by
improving the comprehensive ability of store managers; Through the optimization of tangible
display, the rate of store entry and joint rate are improved, so as to increase the total sales;
According to the selling characteristics of SF department store, the services of offline stores
need to be optimized into two types, one is self-service type, and the other is AFB service
type. So as to enhance the offline core competitiveness.
Thenew marketingstrategyoptimizationplanwill promotethegrowthofSF
Department Store's sales share, improve its core competitiveness while maintaining its own
competitive advantage, and ultimately achieve the goal of steadily increasing its market share
in the new retail format. It also provides reference ideas for the design of new retail marketing
schemes of other fast fashion chain enterprises, which is of practical significance.
KEY WORDS: New Retail；Fast Fashion；Marketing Strategy；Porter's Five Forces
Model
IV