CAJ | 학술논문

差异化行为是百货企业高速成长的必要条件。百货企业要实现高速成长,必须实施差异化战略,包括差异化定位以及在定位基础上的零售经营要素差异化;必须至少在某一经营要素上为顾客带来竞争对手不能提供或提供较少的突出利益,且这些利益也为顾客所关注和接受;必须注重有效了解顾客需求、制定正确的战略、提高企业的执行力等。但是,差异化并不必然带来企业的高速成长。
차이화행위시백화기업고속성장적필요조건。백화기업요실현고속성장,필수실시차이화전략,포괄차이화정위이급재정위기출상적령수경영요소차이화;필수지소재모일경영요소상위고객대래경쟁대수불능제공혹제공교소적돌출이익,차저사이익야위고객소관주화접수;필수주중유효료해고객수구、제정정학적전략、제고기업적집행력등。단시,차이화병불필연대래기업적고속성장。
The authors argue that differentiation is a necessary condition for the high-growth of department store companies.Most of the high-growth department store companies adopt the strategy of differentiation in terms of positioning and the factors of retailing operation.All of them have their own specific advantages for profit gaining that are very outstanding or leading within a region and can provide the customers with some special benefit.The high-growth department store companies need the help of differentiation strategy.But this does not mean that differentiation will definitely lead to high-growth for the companies.