摘要
文章以浙江新华书店集团为例,分别从内涵式和外延式两方面探析传统新华书店成长的六个路径。内涵式成长,新华书店可以用整合经营流程与资源和创新经营策略两个路径,实现经营效率和店面吸引力的提高;外延式成长,则可用连锁经营、实施差异化营销战略、进军电商以及多元化经营四个路径实现经营地域、细分市场、经营业态和经营商品范围的扩张。
Taking Zhejiang Xinhua Bookstore Group as an example, this paper analyzes six paths of the growth of traditional Xinhua Bookstore from two aspects of connotation and extension respectively. Connotation growth, Xinhua Bookstore can integrate business processes and resources and innovative business strategies in two ways, to achieve operational efficiency and store attractiveness; epitaxial growth, you can use chain management, the implementation of differentiated marketing strategy, into the e-commerce and Diversification of the four paths to achieve business areas, market segments, business formats and the expansion of the scope of business products.
出处
《江苏商论》
2018年第1期12-16,共5页
Jiangsu Commercial Forum
基金
教育部人文社科研究规划基金项目"零售企业实体店铺与网络零售协同经营研究"(13YJA630128)
山东省社科基金"山东省公共服务供给侧改革与民生保障机制研究"(16CCXJ08)的支持
关键词
新华书店
成长路径
浙江新华书店
内涵式成长
外延式成长
Xinhua Bookstore
growth path
Zhejiang Xinhua Bookstore
connotation growth
epitaxial growth
作者简介
张琳（1971- ）,女,山东龙口人,山东工商学院副教授,硕士,研究方向：营销管理、零售管理。
