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本文就广州市3家大型百货商店(南方大厦集团有限公司、新大新公司、广州友谊商店〕的经营行为进行了访谈研究.目的是了解在零售环境发生巨大变化的今天,国内百货业如何发挥优势,调整经营战略.使自己处于有利竞争地位;同时,在这调整过程中,百货业如何结合国情向现代化迈进.目前还存在哪些差距.基本概况1. 企业规模南大:始创于1918年,前身为大新公司,1954年正式更名为南方大厦,1988年组建为南大集团.现由18家企业组成.集团总人员为5000人.其主店南方大厦营业面积22000平方米,商品品种达8万多,1994年销售额超过8亿元,在国内零售企业百名排行榜中名列第14位.友谊:始建于1978年,共有5家分公司,人员2400人.其主店营业面积15000平方米,1994年营业额超过6亿元,在国内零售业中名列第23位.新大新:1990年2月开业,共有1900人,无分店,设有18个部门,营业场地共10层(国内最高),营业面积18000平方米,1994年营业额超过7亿元,国内零售业排名第20位.2.目标顾客南大:为中等收入水平、中档消费层次的广大消
This article conducted interviews and research on the operation behavior of three large department stores (South Building Group Co., Ltd., Xindaxin Co., Ltd., and Guangzhou Friendship Store) in Guangzhou. The purpose is to understand how the domestic department store industry is playing a role in today’s dramatic changes in the retail environment. Advantages, adjustments in business strategies, and positioning themselves in a favorable competitive position; at the same time, in this adjustment process, the department store industry is moving toward modernization in the light of national conditions. There are still gaps. Basic overview 1. Enterprise scale Nanda: founded in 1918, Its predecessor was Daxin Corporation. It was officially renamed as Nanfang Mansion in 1954 and Nanda Group in 1988. It is now composed of 18 companies. The group has 5,000 employees. Its main store South Building has a business area of 22,000 square meters, and its product variety reaches 8 Wan Duo, sales of more than 800 million yuan in 1994, ranked 14th in the list of domestic retail companies 100. Friendship: was founded in 1978, a total of 5 branch offices, 2400 people. Its main store business area 15000 Square meters, with a turnover of over 600 million yuan in 1994, ranked 23rd in the domestic retail industry. New Daxin: opened in February 1990, a total of 1900 people, no branches, 18 departments, a total of 10 business sites Layer (most domestic Gao), with a business area of 18,000 square meters, with a turnover of more than 700 million yuan in 1994, ranking the 20th in the domestic retail industry. 2. Target customers Nanda: the general elimination of middle-income levels and mid-tier consumption levels