摘要
摘要
我国实体百货公司经过几十年的发展至今，伴随着近年来国内经济增长速
度放缓、经济增长方式的升级、房地产政策调控、购物中心的扩张发展、电子商
务的冲击以及实体百货行业竞争者之间同质化竞争加剧，传统实体百货公司的
经营业绩受到了极大的冲击。
本文研究对象W百货公司作为新中国第一批成立的大型实体零售百货企业，
曾经是W市的百货零售领军企业，并于1994年在中国证券交易所主板上市。在
经历长达半个多世纪的发展过程中沉淀了一定的发展优势，其在 W市伴随着几
代人的成长。因受近年来线上购物的冲击，消费者消费习惯的改变，同行业竞争
加剧，购物中心的冲击，新零售模式的发展，城市化率不断提升，加上2020年
“新冠”疫情的席卷，加剧了消费者消费方式和渠道的改变速度，在此多重因素
影响下，W百货公司原有的资源优势、业务布局已不再适应急剧变化的市场环境，
原有的发展战略已不再符合发展需要，W百货公司未来的发展面临极大的挑战，
要使W百货公司能够健康、持续、稳定发展，制定新的发展战略成为W百货公司
当前的重要任务，其发展战略的调整势在必行。
本文通过回顾、梳理发展战略的相关理论，运用PEST分析模型、波特五
力模型分析W百货公司内外部发展环境；运用SWOT分析模型，分析W百货公
司的优势和劣势、机会和威胁，从而分析研究W百货公司的发展战略，提出W
百货公司的发展战略选择及发展战略实施要素，在论文最后，从组织保障、制
度保障、人才保障、文化保障四个维度提出要实施好W百货公司发展战略必须
具备的战略实施保障。
关键字：W百货公司；传统实体百货；发展战略
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Abstract
Abstract
Entity department stores in China after decades of development, with the domestic
economic growth slowed in recent years, the upgrading of economic growth, real estate
policy regulation, the expansion of the shopping center development, the impact of
electronic commerce, as well as the entity homogenized competition between
department store industry competition intensifies, the traditional entity department
store's business performance is heavily influenced by the impact.
The research object of this paper is W Department Store, as one of the first large
physical retail department stores established in New China, which used to be the
leading department store in W City and was listed on the main board of China Stock
Exchange in 1994. It has accumulated certain development advantages in the
development process of more than half a century, and has grown up with several
generations in W City. Due to the impact of online shopping in recent years, consumer
spending habits change, the same industry competition intensifies, the impact of the
shopping center, the development of new retail model, the urbanization rate is rising,
plus the 2020 outbreak of the "new champions" sweeping, increased consumer
spending ways and channels to change speed, under the multiple factors, W department
stores the original resource advantage, business layout is no longer adapt to the rapid
change of market environment, the original development strategy was no longer in
development needs, W facing a great challenge for the future development of
department store, department store to make W to healthy, sustainable and stable
development, to develop new development strategy has become an important task W
department store the current, The adjustment of its development strategy is imperative.
Through reviewing and sorting out the relevant theories of development strategy,
this paper analyzes the internal and external development environment of W
Department Store by using PEST analysis model and Porter's Five Forces model. The
SWOT analysis model is used to analyze the strengths and weaknesses, opportunities
and threats of W Department Store, so as to analyze and study the development strategy
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Abstract
of W Department Store, and put forward the choice of development strategy and
implementation factors of development strategy of W Department Store. At the end of
the paper, From the four dimensions of organization guarantee, system guarantee, talent
guarantee and culture guarantee, this paper puts forward the strategic implementation
guarantee that W department Store must have to implement its development strategy
well.
Key words: W Department Store; Traditional physical department stores;
Development strategy
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