中国零售业的现代化上海百货连锁店的不同定位策略

上海交通大学硕士学位论文中国零售业的现代化:上海百货连锁店的不同定位策略姓名：竹文峥申请学位级别：硕士专业：管理科学与工程指导教师：田澎20040628IV:VABSTRACTRetailindustryisgenerallythelaststepinthewholesupply-chainwhichprovidesthelastchannelforcommoditiestobedistributedtocustomers.TheturnovergeneratedbythisindustryishugeanditsvaluerepresentsaconsiderableportionoftheGDPofacountry.Themodernhistoryofretailcouldbedatedtothemiddleof19thcentury,whenthefirstdepartmentstoresemergedinFrance.Chinesemodernretailhascomparativelyashorterhistory.Duringtheperiodof1950-1978,theretailindustryinaPlannedEconomywasstructuredforasupply-driveneconomy.Thebasicconsequencescausedbysuchastructureincludethelackofsupply/demandruleandalowvarietyofproducts,whichaimedatonlysatisfyingthebasicneedsofthepopulationonly.Alltheplayersoftheindustrywerestate-ownedcompanies(exceptforagriculturalproductsduringsomeshortperiodsofincreasedflexibilitytowardsfarmers).After1978,sometraditionalformsofretailreappeared:street/wetmarkets,proximitystores,departmentstores;andnewretailformsprogressivelywereintroducedintoChina:supermarkets,specialtystores,shoppingmalls,franchise,mailorder,internetsale…Chineseretailindustryhasundergoneduringthefewpastdecadesimportantchangesthatresultedintheemergenceofnewretailformatsandchain-organizedstores.Thepurposeofthisstudyistoprovehowinthisindustrydifferentretailformatsarelikelytoevolve;andtoproveforaspecificretailformat-thedepartmentstore-howthemajorplayersareadoptingdifferentpositioningstrategies.ThisstudyproposesamethodforforecastingfuturetrendsofChinaretailstructure–especiallychain-organizedretailformats-basedoncomparisonwithotherretailmarketslikeFrance,JapanandUSA.Inadditionastatisticinferencemethodisusedforanalyzingconsumers’differentperceptionsofdepartmentstoresresultingfromtheirdifferentpositioning.TheconclusionofthisstudyshowthatChineseretailindustryisundergoinganin-depthmodernization:arapidgrowthofchain-organizedretailindustryinChinathathasalreadystartedandislikelytolastaswellaskeyplayersadoptingdifferentpositioningstrategyinordertosecuretheirmarketshares.VIKEYWORDS:retailformat,storeimage,chain-storeretail,departmentstore,MANOVAI2004628II1200292004621950–19781978101001000196019651970197519801985199019952000(100=1980)25221981-20027.3%1974-19882.7%1-11960-2002)Figure1-1ComparisonofsalesvolumebetweenChina,France,JapanandUSAover1960-2002(logarithmicscale)31971-1994231%3.3%1-110FrenchNationalInstituteofStatisticsandEconomicStudies1962AristideBoucicaut191962Carrefour11-1([14]Benoun–Héliès-Hassid,2003)“Grandcommerce”Grandcommerce1.2.2.119801980Lawson301004()%1=3=5=1=3=5=(CVS)/2503342(SMKT)40025006644(GMS)4002500336654(HMKT)250033543001000661125010025(DS)2500055-0245-0245no033no0--24C-storeShanghaiBuddiesQuikKedi([13]LeslieChang2003)1.2.2.2//1981319822080([10]Goldman2000)198691-1Table1Retailformatsdefinition5907004000-5000(1000-12006000-7000)1995WalmartMetroPriceSmartAuchanLotusHymall401.2.2.3/Dia200310100300-4001.2.2.460%(1997)6500-8001001500300-400([10])198070%3001.2.2.520171907198019781992SogoYaohan2000200320000100000ParksonPacificHongKongNewWorld7Isetan1.2.2.6209010000DIYOBIB&QIKEAHomemart2090GiordanoEsprit300100500Decathlon20031.2.2.73SuissesTVSNTVSN1.2.2.81998AvonAmway19982003105001.2.2.91.2.2.10Plaza668([3]Luk&al.1998)([10]Goldman2000)([22]Bucklin,1972,[23]Messinger&Narasimhan,1997)([16]Ghosh,1994)([2]Goldman,2001)“Conceptsincomparativeincomparativeretailing”[15],Cundiff,1965EdwardW.Cundiff1965JournalofMarketingW.Cundiff([15],Cundiff,1965)CundiffCundiff1920302131.3.3.1NAICS4451INSEE101)2(1980100)GDP,PPP,2)13GDP,PPP,22196220021.3.3.2GDPGDP1975-19881975197419852002GDPXX331-2XGDPYGDPSPSS1-20.7990.4730.0350.05112GDP0.519802002301-2GDPFigure1-2RetailsalegrowthinfunctionofGDPGrowth121.3.3.320021970212002GDP4000401-31-4220.72.210.92000351-2Table1-2LinearRegressionresults131001000100001000001975198019851990199520000204060801962196719721977198219871992199720021-31-3GDP,PPP,()Figure1-3GDP,PPP,internationaldollarspercapita(Logarithmicscale)1-4Figure1-4Percentageoffoodsalesoftotalretailsales142000200121.82710.311.916.82055.713.516.2*thesedataareestimation*:1-319951-51962-200110.020.030.040.050.060.01962196719721977198219871992199720021-3Table1-3Percentageofchainretailsalesoftotalretailsales1-5Figure1-5PercentagesofchainstoresalesoftotalretailsalesinCHINA,FRANCEANDUSA15200419991.620035820021-6196020000.72001210151-62002Figure1-6Percentageofeach5formatssalesoftotalretailsalesin2002(Chinesecitiescomparedtosamplecountries)16310200212001-20021-41970172000-200119621970GDPPPP39361962-1970--60.11962-38.4GrandCommerce-10.316.60.6402.276.52.72.901.02000-200119621970GDPPPP39361962-1970--60.1--GrandCommerce-------------2000-200119621970GDPPPP39361962-1970--60.1--GrandCommerce-------------1212121197019801970-19802001197020021-4197019801-4Table1-4Calibration18199125.3200120021970-19901970-19801319701970198020010.040.030.200.080.040.340.060.68-0.02-0.030.290.0831-5197019801-5I[2;11]GDPGDP1996RaffarinLaw731-5Table1-5Comparisonofprimaryandsecondaryfactorsgrowth1952001X12GDPPPP3456785X2000-20