摘要
I
摘要
传统百货公司注重“百家百货”，为百姓而服务。因此，百货公司一直以品
种门类齐全而引以为豪。然而，随着消费市场的变化和经营状况的发展，百货
公司不得不对客户群进行重组。百货公司以前面对的是所有类型的消费者，而
现在所需要面对的却是特定组群的消费者，销售的商品特征也从所有类型的商
品逐渐过渡到时尚、特色及定位准确的商品了。单一经营的日常消费品现在已
经不能满足消费者的消费需求，消费者如今更加需要的是享受在购物过程中附
加的文化、艺术、餐饮、健身、娱乐和旅游等体验的。百货公司可以逐渐发展
成购物中心，或者发展特色商店，以满足消费者的特殊需求，或在实体商铺的
发展基础上联合电子商务，打通线上线下渠道，给消费者更加便捷高效的购物
体验。但到目前为止，中国百货公司电子商务的发展仍然十分缓慢，在“触电”
的过程中都遇到了不少瓶颈
本文首先对百货业、电子商务的相关理论以及南昌百货大楼发展概况进行
分析的基础上，分析了南昌百货大楼经营转型的原因，外因主要包括百货业电
子商务发展迅猛、消费者消费心理及需求发生巨变、网络购物朝着实体化方向
发展这三个方面的原因；内因主要包括过度竞争导致盈利能力下降、盲目扩张
门店导致公司整体利益受损、管理技术落后及管理效率低下、商品结构同质化
老化严重、缺乏经营特色这些方面的原因。其次，提出了南昌百货大楼的转型
方案，包括转型指导思想、转型原则及转型经营的具体内容。具体包括为顾客
提供WIFI服务、建设一栋客户端平台、促进商品品类管理信息化、注重消费
体验且提升服务品质。 最后，提出了经营转型方案实施的保障措施：一是组织
保障，即优化组织结构，培育储备干部，增加职能部门等；二是政策保障，即
完善绩效考核政策及建立科学的薪酬激励体系；三是业务保障，积极开展百货
会员业务并大力拓展增值业务；四是管理保障，大力推广目标管理办法以及提
升人力资源管理水平
关键词：百货大楼；电子商务；经营转型
ABSTRACT
II
ABSTRACT
Traditional department stores pay attention toHundred department stores
and serve the people. Therefore, department stores have always been proud of their
variety. However, with the changes in the consumer market and the development of
business conditions, department stores have to reorganize their customer base.
Department stores have faced all types of consumers before, but now they need to
face a specific group of consumers. The characteristics of sales goods also gradually
transition from all types of goods to fashion, features and positioning of accurate
goods. Now. Single-run daily consumer products can no longer satisfy consumer
demand. What consumers now need more is to enjoy additional cultural, artistic,
catering, fitness, entertainment, and travel experiences during the shopping process.
Department stores can gradually develop into shopping malls, or develop specialty
stores to meet the special needs of consumers, or jointly e-commerce based on the
development of physical stores, open up online and offline channels, and give
consumers a more convenient and efficient shopping experience. But so far, the
development of e-commerce in China's department stores is still very slow, and
many bottlenecks have been encountered during the “electric shock”.
This article first analyzes the related theories of department store industry,
e-commerce and the development of Nanchang department store. Based on the
analysis of the reasons for the transformation of Nanchang department store, the
external factors mainly include the rapid development of e-commerce in department
stores, consumer psychology and demand. The reasons for the three changes in the
direction of substantial changes and online shopping toward the substantive
direction; internal causes mainly include excessive competition leading to decreased
profitability, blind expansion of stores leading to the loss of the company’s overall
interests, management technology lagging behind and inefficient management,
homogenization of commodity structure. Serious aging, lack of operating
characteristics of these reasons. Secondly, the transformation plan for Nanchang
ABSTRACT
III
Department Store was proposed, including the guiding ideology of transformation,
the principle of transformation, and the specific content of transformation operations.
Specifically, it includes providing WIFI services for customers, building a client
platform, promoting the information of product category management, focusing on
consumer experience, and improving service quality. Finally, put forward the
safeguard measures for the implementation of the business transformation plan: First,
organizational security, that is, optimize the organizational structure, foster reserve
cadres, increase functional departments, etc. Second, policy guarantees, that is,
improve the performance evaluation policy and establish a scientific compensation
incentive system; It is business protection, actively develops department store
member business and vigorously expands value-added business; Fourth, it is
management guarantee, vigorously promotes target management measures and
enhances the level of human resource management.
Keywords: Department store; E-commerce; Business transformation。