摘要
改革开放以来,大型零售企业特别是大型百货商场发展速度很快,全社会消费品零
售总额年均持续较快的增长,形成了多种零售业态和多种经营模式并存的繁荣发展态势
和激烈竞争的市场局面。但是在快速发展的同时,也存在很大问题。本文主要对西安开
元商城商业模式的优化研究,对幵元商城所在西安市场的分析,制定出完整可行的商业
模式,使其能够充分发挥优势,并弥补它的劣势,使企业在激烈的竞争中不断发展壮大。

幵元商城是西安百货业的龙头企业,要继续保持其在市场中的地位,就必须对商业模式
进行优化。本文通过对开元商城的内部和外部环境进行分析,总结出开元商城在商业模
式中的优势,劣势,机会和威胁,进一步分析出开元商城商业模式的现状,存在的问题
及其成因。并由此提出了一系列包括市场定位差异化、营销战略选择、人才培养机制、
创建品牌效应、利用信息技术、构建网上商城在内的一系列优化方案。进一步提出了实
施优化的方案的标准化体系的建立。通过对开元商城商业模式的分析,可以看出在经济
高速发展的今天,传统的百货公司必须对商业模式进行优化和调整才能在激烈的竞争中
处于不败的地位。

【关键词】零售业商业模式优化标准化体系
【研究类型】应用研究
Abstract
Since the reform and opening up, the large-scale retail enterprises,
particularly the large department stores has developed soon,the average annual
total retail sales of social consumer goods continues to grow at a relative rapid
rate,formed a market situation of prosperous development and intensive
competition that a variety of retail business modes' and various business model
exist at the same time,but in the rapid development, there are also many
problem which has existed. This thesis mainly studies the Xi'an Kaiyuan Mall's
business model optimization research, and also doing the market research to
develop a complete and viable business model strategy, so it can give full play
to its advantages, and compensate for its disadvantages,to develop and expand
in the fierce competition.Kaiyuan Mall is the industry leading enterprises in
Xi'an department store, it is necessary to optimize the business model to
maintain its position in the market. This paper through the analysis of the
internal and external environment of the Kaiyuan Mall,sums up the advantages
and disadvantages,opportunities and threats in business model research, and
further analyze the current situation of business model and the existence of the
problem and its causes of Kaiyuan Mall. And then put forward a series of
optimization scheme,including differentiated market positioning,marketing
...