基于顾客让渡价值的上海实体百货业竞争力提升策略探讨  

Customer Delivered Value:A Way to Improve Competitiveness for Shanghai Brick-and-Mortar Department Stores

作　　者：康海燕[1] 

机构地区：[1]上海商学院管理学院,中国上海201400

出　　处：《上海商学院学报》2015年第3期23-27,共5页Business Economic Review

基　　金：上海市高校教师产学研践习项目;上海商学院科研启明星项目(A-0201-00-050-111)

摘　　要：近年来,上海实体百货销售业绩大幅下滑。上海实体百货面临电商的冲击、海外代购的消费者分流,已经由早些年的快速增长转向低速甚至负增长期,转型已势不可挡。本文基于菲利普·科特勒的顾客让渡价值理论,分析了上海实体百货相较于电商、海外代购竞争对手的竞争优势和劣势,提出为顾客提供更多的让渡价值以提升上海实体百货业的竞争力,赢回失去的顾客。In recent years,the sales of Shanghai brick-and-mortar department stores have declined quickly.Due to fierce competition from E-commerce and overseas purchase agencies,these stores are changing from high-speed growth to low-speed and even negative-speed growth.It is inevitable for these businesses to transform.Based on customer delivered value put forward by Philip Kotler,we analyze the comparative advantage and disadvantage among E-commerce,overseas purchasing and brick-and-mortar stores.The conclusion is that to improve the competitiveness of these stores,more customer delivered value should be provided for customers.

关 键 词：实体百货 服务创新 顾客让渡价值 竞争力 

分 类 号：F727[经济管理—产业经济]