红都百货竞争战略分析

[摘 要]红都百货突破了价格竞争的思维，定位于中高档，走出一条新的发展路径。然而要想在市场瞬息变化、激烈的竞争中生存下去，红都百货必须调查分析其内外部环境，从而作出相应的战略反应。本文从现状入手，运用五种力量分析模型、SWOT分析等方法对行业发展前景，行业内竞争对手的情况与本企业现在所拥有的资源和战略能力进行了综合分析与评价，从而确定了企业今后的发展方向，调整现有品牌结构，增加渠道建设有限的中高档精品的比重，缩减有自己专卖店的中高档次商品的比重，避免与竞争对手打价格战，提高百货自身的话语权，从而使企业可以获得持续的竞争优势。
[关键词] 红都百货；   外部竞争力分析；  内部竞争力分析；    竞争战略  

Competitive Strategy Analysis Of HongDu Department Store
 
Abstract：Hongdu Department Store ,a media and high brand ,goes ahead of price competition ,and walks out of a new development path. However,Hongdu must analyse its external environment and internal environment ,then make corresponding strategic responses .From the present situation ,this paper applies the model of five forces and SWOT to analyse the development prospect ,competitor , the resources and the strategic capacity  that Hongdu owned now ,as a result ,Hongdu can ascertain its future development direction,adjust the brand structure ,increase  the proportion of the limited media and high brand in channels construction ,reduce the proportion of the media and high brand which own its speciality shop ,avoid competing in price ,raise their own voice and then obtain continuous competition advantages  .
Keywords ：HongDu Department Store ;   external competitive analysis;     internal competitive analysis;  competitive  strategy 

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