过度竞争下大型百货店的促销行为分析  

Large Department Stores' Promotion Behavior under Excessive Competition

作　　者：侯旻[1,2] 王晓彦[3] 

机构地区：[1]大连工业大学管理学院,辽宁大连116000 [2]北京清华大学经济管理学院,北京100000 [3]中国人民大学商学院,北京100000

出　　处：《河北工业大学学报（社会科学版）》2011年第3期24-28,共5页Journal of Hebei University of Technology：Social Sciences Edition

基　　金：辽宁省社会科学规划基金项目(L08DJL027);辽宁省社会科学规划基金项目(L09BJY041)

摘　　要：在零售业过度竞争的状态下,大型百货店在竞争中表现出了许多过度促销的特征。在现有文献的基础上,分析总结大型百货店过度促销的表现,指出了过度促销的原因,初步探寻了过度竞争与过度促销的关系,并提出了在过度竞争状态下,企业解决过度促销的方式。With the excessive competition of retail industry,large department stores present characteristics of ex-cessive promotion in the process of competition.Based on the existing publications,this paper analyzes and sum-marizes the excessive promotion phenomena of large department stores,points out its contributing factors and ex-plores the relationship between excessive competition and excessive promotion.In the end,some counterstrategies are put forward.

关 键 词：促销 过度促销 百货店 过度竞争 

分 类 号：C04[社会学]