上海六百競(jìng)爭(zhēng)戰(zhàn)略分析.pdf

1、上海交通大學(xué)碩士學(xué)位論文上海六百競(jìng)爭(zhēng)戰(zhàn)略分析姓名：劉建國(guó)申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：仲健心20060115上海交通大學(xué) MBA 學(xué)位論文 上海六百競(jìng)爭(zhēng)戰(zhàn)略分析 2 THE COMPETITIVE STRATEGY OF NO.6 th DEPARTMENT STORE OF SHANGHAI ABSTRACT No.6t

2、h department store of Shanghai, which came into existence in 1956, was the representative of number-denominating department store in the planned-economy time. The store locates in Xujiahui commercial cycle, one of the g

3、reatest business area in Shanghai, and bears history of 50 years .Under the background of fluctuation of the general-merchandise industry, still the No.6th department store of Shanghai is undergoing a progress from boom

4、 to decline. My paper follows as that : first, it analyses the developing status quo of domestic retailing and general merchandise industry, and make a contrast between domestic retailing and overseas retailing. Then, e

5、xpounds the status of the No.6th department store of Shanghai and the problems which the No.6th department store of Shanghai is being confronted with, analyzing the outside surroundings and advantage &disadvantage of

6、 the No.6th department store of Shanghai. In the end, according to the reality of the No.6th department store of Shanghai, pertinently we make three competitive strategies which are otherness-competitory strategy, steadi

7、ly- expanding strategy and customer-differing marketing strategy, in addition, I also make specific excutive tactics for the three big strategies. KEY WORDS: retail, department store, the No.6th department store of shan