导　　师： 王先庆

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 广东财经大学

摘　　要： 随着我国零售业市场竞争的日趋激烈，传统百货积极寻找市场发展的突破口和利润的增长点，Outlets折扣店也就在这一竞争环境下应运而生。国家商务部于２００４年开始实施新国家标准《零售业态分类》，将零售业态明确划分为１７种，作为新型业态的厂家直销中心名列其中。本文从国内外Outlets发展的情况开始，运用市场营销中的市场细分、目标市场和消费者行为和战略管理中的行业环境分析理论，并以北京燕莎、上海青浦、广东天河城百货、宁波江北奥特莱斯店为案例，对目前国内奥特莱斯的发展优势、现状、特点、发展和影响因素进行了分析。通过理论与实际相结合，探讨探讨国内奥特莱斯经营的成功之处和存在问题，同时结合OULETS这一新兴的零售业态的发展趋势，笔者提出了自己的一些建议。 With the competition in the field of retailing becoming fiercer, traditional departmentstore is seeking chances to break through the bottleneck as well as new profit niche.Outlets, a typical discount store, came into being in such a competitive atmosphere.Since2004, China’s Commercial Ministry has begun to implement new nationalstandard: Retail Industry Category, which specifically divides the industry into17types, to which factory direct sales center belongs. Starting from discussing thedevelopmental situation of Outlets in and out of China, the use of marketing in themarket segmentation, target market and consumer behavior and strategic managementin the industry environment analysis theory, featuring cases including Peking YanshaOutlets, Shanghai Qingpu Outlets, Guangdong Teemall outlets and Ningbo JiangbeiOutlets. Combining theory and practices, this essay deals with the successful practicesand existing problems of Outlets discount stores in China. Meanwhile, the authoroffers several suggestions as to the development trend of Outlets, a new type of theretailing industry.

关 键 词： 奥特莱斯 品牌 折扣机制 影响因素 发展对策

分 类 号： [F724.2]

领　　域： [经济管理]