百货业经营模式的个性化创新——记杭州大厦购物中心的主题化品牌经营

Characteristic Innovation in General Merchandise's Operating Style--Hangzhou Building Shopping Hall's Topical Brand Operating

2004年底,我国零售业市场全面放开,百货业在国内外超市、便利店等多业态夹击中将如何生存?找准市场定位,实现主题化经营将是百货业走出雷同定位、突破经营困境的一个理智选择,也是未来百货业的一个发展方向.文章试图通过对杭州大厦购物中心十多年的商品品牌、服务品牌、企业品牌三步走的主题化品牌经营管理经验的调查和研究,为百货业向个性化发展指明一个方向和提供一个借鉴.同时认为,在未来百货业的竞争中,没有主题的百货商场,将是下一轮竞争的淘汰对象.

Retailing markets in China have opened to the world at the end of 2004, how to survive for general merchandise is a problem in the competition with supermarkets , convinent shops. For general merchandise, orienting the market and complementing topical operating is a wise choice to step out the same market’s orientation and operating puzzledom, is also a general merchandise’s developmental orientation in the future. By researching the topical brand operating and management experiences with three steps: commodity brand, service brand, enterprise brand of Hangzhou Building Shopping Hall, this article provides an advice for the general merchandise’s characteristic development in the future and insists shopping halls will be defeated without topic in the next competition.