I
摘要
本文以内蒙古天元商厦为例对实体零售业的经营现状及其战略转型进行研
究。本文通过SWOT分析法对经营现状进行分析，并在PEST宏观环境分析法
的基础上进行商业零售板块分析、对标分析、商圈分析与竞争者分析，旨在对
天元商厦及其所处行业与竞争环境有更加清晰的认识，并进一步在归纳总结国
内外新零售环境及主流模式的基础上，提出了天元商厦转型升级的三种可能路
径：一是向购物中心转型，二是打通线上线下全渠道，三是打造智能商圈O2O
运营平台，针对转型升级目标，我们进一步明确了“奥特莱斯”+“美食广场”
的短期目标，并与新零售模式结合，提出了实现商业模式新突破、完成新零售
模式切换的跨越式发展的中长期目标，同时结合转型升级战略目标又规划了战
略转型升级的措施与具体实施保障体系，从组织保障、运营保障、商业环境保
障、财务保障等七个方面，重点围绕组织变革、丰富业态、营造良好的购物环
境、升级购物体验、融合新零售技术等诸多方面展开升级转型工作，以期获得
转型升级成功。本文主要为实体零售商场在新零售模式下融合与生存提供指导，
希望能够对他们的战略转型升级提供可兹借鉴的案例与方法
关键词：战略转型；新零售；SWOT分析；PEST分析
II
Abstract
This paper takes the Tianyuan commercial building in Inner Mongolia as an
example to study the current situation of the retail business and its strategic
transformation. This article mainly uses the SWOT analysis method to carry on the
analysis to the management present situation, and carries on the plate analysis and
the benchmarking analysis on the basis of the PEST macroscopic environmental
analysis method, aims to have a clearer understanding to the Tianyuan commercial
building and its industry, further summarizes the domestic The new retail
environment and mainstream models, and pointed out that the Tianyuan commercial
building can learn from. Finally, this article proposes three strategic transformation
concepts for Tianyuan Commercial Building, one is to transform the shopping center,
the other is to open up the online and offline channels, and the third is to create an
O2O operating platform for the smart commercial circle. We have further defined the
direction of transformation and upgrading. The short-term goal of Outlets + Food
Court is to combine with the new retail model, achieve new breakthroughs in
business models, and achieve mid-term and long-term goals for leap-forward
development. Combining the transformation direction and goals This paper plans six
ways and seven specific measures for strategic transformation and upgrading,
focusing on the development of rich formats, creating a good shopping environment,
and upgrading shopping experiences. This article mainly provides guidance for the
integration and survival of physical retail malls in the new retail model, and has
important reference value for their strategic transformation.
Key words:Strategic Transformation;New retail;SWOT analysis;PEST analysis
III
目录
第一章绪论 ... 1
1.1研究背景及意义 ....... 1
1.1.1研究背景 ......... 1
1.1.2研究意义 ......... 3
1.2相关基础理论 ........... 3
1.2.1SWOT分析法 . 3
1.2.2PEST分析法 ... 4
1.2.3竞争战略理论 . 4
1.3研究方法 ....... 6
1.3.1调查研究方法 . 6
1.3.2案例研究法 ..... 6
第二章天元商厦现状分析 ... 7
2.1天元商厦简介及位置坐标 ... 7
2.2基于SWOT分析 ...... 8
2.2.1自身优势分析 . 8
2.2.2竞争劣势分析 . 9
2.2.3外部机遇分析 ........... 10
2.2.4外部威胁分析 ........... 11
2.3PEST分析 ... 14
2.3.1政治环境分析 ........... 14
2.3.2经济环境分析 ........... 17
2.3.3社会环境分析 ........... 18
2.3.4技术环境分析 ........... 20
2.4百货及购物中心板块分析 . 22
2.4.1综合分析 ....... 22
2.4.2上市公司分析 ........... 24
2.4.3行业并购事件分析 ... 27。