基于店鋪環(huán)境的零售企業(yè)競爭優(yōu)勢研究.doc
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基于店鋪環(huán)境的零售企業(yè)競爭優(yōu)勢研究,79頁共計37098字摘 要早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進(jìn)入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會...
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摘 要
早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進(jìn)入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會。隨著人們生活水平的提高，消費者對購物的需求已不僅是對商品實體的要求，而是對一種愉悅的購物體驗的要求，店鋪環(huán)境是零售企業(yè)與消費者直接接觸的店鋪要素，它的改善可以對消費者起到立竿見影的效果。
本文主要采用了問卷調(diào)查法以及數(shù)據(jù)統(tǒng)計分析等方法。以大連市四家百貨商店為研究對象，對消費者進(jìn)行問卷調(diào)查，利用SPSS、AMOS等統(tǒng)計分析工具對調(diào)查數(shù)據(jù)進(jìn)行描述性統(tǒng)計分析，因子分析，方差檢驗及結(jié)構(gòu)方程模型分析，建立了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的模型。
本文共分為六部分，包括緒論、文獻(xiàn)綜述、理論模型、研究設(shè)計、數(shù)據(jù)分析和結(jié)論建議。本文首先闡述研究的問題及其意義，并總結(jié)了以往研究成果、提出了本文的理論模型，然后選取大連四家百貨商店——百盛長春路店、大連麥凱樂總店、太平洋百貨、千盛百貨和平廣場店作為目標(biāo)調(diào)查商場，采用隨機抽樣的方法，對光臨該商場的消費者進(jìn)行問卷調(diào)查，并結(jié)合相關(guān)數(shù)據(jù)分析技術(shù)，研究了店鋪環(huán)境、體驗價值、顧客信任及零售企業(yè)競爭優(yōu)勢之間的關(guān)系，并對比了所調(diào)查的四家百貨商店在不同維度上的差異，從而為企業(yè)店鋪環(huán)境改善提供參考性意見。
本文認(rèn)為：店鋪環(huán)境是企業(yè)獲得競爭優(yōu)勢的重要來源，它以顧客信任和購物的體驗價值為中介變量，正向的影響著零售企業(yè)的競爭優(yōu)勢。其中，店鋪環(huán)境中的氛圍因子和社會因子正向的影響顧客的體驗價值；氛圍因子、社會因子、設(shè)計因子和體驗價值顯著的正向影響顧客信任；而體驗價值和顧客信任顯著的正向影響著零售企業(yè)的競爭優(yōu)勢。最后筆者結(jié)合本文的研究結(jié)果，對企業(yè)提出了店鋪環(huán)境管理方面的建議，并指出了本文研究存在的局限，即忽視了商品和業(yè)態(tài)的影響。
本文的創(chuàng)新之處在于，本文是基于顧客的視角來研究企業(yè)的競爭優(yōu)勢，并提出了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的研究模型，這在以往的研究中是比較少見的。同時本文以大連市的四家百貨商場為調(diào)查對象進(jìn)行實證研究，增加了文章的針對性和現(xiàn)實意義。
目 錄
1 緒論 1
1.1 研究背景及意義 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 創(chuàng)新之處 3
2 文獻(xiàn)綜述 5
2.1 零售企業(yè)競爭優(yōu)勢的理論總結(jié) 5
2.1.1 競爭優(yōu)勢的來源 5
2.1.2 競爭優(yōu)勢的衡量 9
2.1.3 零售企業(yè)競爭優(yōu)勢的影響因素 10
2.2 店鋪環(huán)境的理論總結(jié) 11
2.2.1 店鋪環(huán)境的內(nèi)涵與構(gòu)成維度 11
2.2.1 店鋪環(huán)境對消費者購物行為的影響 12
2.2.3 店鋪環(huán)境與零售企業(yè)競爭優(yōu)勢 14
2.3 顧客信任和購物的體驗價值 15
2.3.1 顧客信任 16
2.3.2 購物的體驗價值 17
3 店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機制的理論模型 18
3.1 研究假設(shè) 18
3.1.1 店鋪環(huán)境與體驗價值 18
3.1.2 體驗價值與競爭優(yōu)勢 18
3.1.3 店鋪環(huán)境與顧客信任 19
3.1.4 顧客信任與競爭優(yōu)勢 20
3.1.5 體驗價值和顧客信任 20
3.2 理論模型的建立 21
4 研究設(shè)計 22
4.1 問卷設(shè)計 22
4.1.1 店鋪環(huán)境 22
4.1.2 體驗價值 23
4.1.3 顧客信任 24
4.1.4 競爭優(yōu)勢 24
4.2 抽樣設(shè)計 25
4.3 分析方法 26
4.4 預(yù)測試 27
4.4.1 預(yù)測試的基本特征 28
4.3.2 預(yù)測試的結(jié)構(gòu)效度分析 28
4.3.3 預(yù)測試的信度分析 33
4.5 大樣本數(shù)據(jù)的收集 36
5 數(shù)據(jù)分析 37
5.1 樣本的基本特征及描述性統(tǒng)計 37
5.2 數(shù)據(jù)的信度分析 38
5.3 數(shù)據(jù)的效度分析 39
5.3.1 店鋪環(huán)境量表的因子分析 40
5.3.2 購物體驗價值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 競爭優(yōu)勢量表因子分析 42
5.4 結(jié)構(gòu)方程模型（SEM）分析 43
5.4.1 模型擬合程度分析 44
5.4.2 假設(shè)檢驗 45
5.4.3 實證結(jié)果 47
5.5 百貨商店間比較分析 49
6 結(jié)論和建議 54
6.1 研究結(jié)論 54
6.2 管理建議 55
6.3 研究的局限性及未來研究方向 56
附 錄 58
參考文獻(xiàn) 61
后 記 70
關(guān)鍵詞：店鋪環(huán)境，競爭優(yōu)勢，零售企業(yè)
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摘 要
早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進(jìn)入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會。隨著人們生活水平的提高，消費者對購物的需求已不僅是對商品實體的要求，而是對一種愉悅的購物體驗的要求，店鋪環(huán)境是零售企業(yè)與消費者直接接觸的店鋪要素，它的改善可以對消費者起到立竿見影的效果。
本文主要采用了問卷調(diào)查法以及數(shù)據(jù)統(tǒng)計分析等方法。以大連市四家百貨商店為研究對象，對消費者進(jìn)行問卷調(diào)查，利用SPSS、AMOS等統(tǒng)計分析工具對調(diào)查數(shù)據(jù)進(jìn)行描述性統(tǒng)計分析，因子分析，方差檢驗及結(jié)構(gòu)方程模型分析，建立了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的模型。
本文共分為六部分，包括緒論、文獻(xiàn)綜述、理論模型、研究設(shè)計、數(shù)據(jù)分析和結(jié)論建議。本文首先闡述研究的問題及其意義，并總結(jié)了以往研究成果、提出了本文的理論模型，然后選取大連四家百貨商店——百盛長春路店、大連麥凱樂總店、太平洋百貨、千盛百貨和平廣場店作為目標(biāo)調(diào)查商場，采用隨機抽樣的方法，對光臨該商場的消費者進(jìn)行問卷調(diào)查，并結(jié)合相關(guān)數(shù)據(jù)分析技術(shù)，研究了店鋪環(huán)境、體驗價值、顧客信任及零售企業(yè)競爭優(yōu)勢之間的關(guān)系，并對比了所調(diào)查的四家百貨商店在不同維度上的差異，從而為企業(yè)店鋪環(huán)境改善提供參考性意見。
本文認(rèn)為：店鋪環(huán)境是企業(yè)獲得競爭優(yōu)勢的重要來源，它以顧客信任和購物的體驗價值為中介變量，正向的影響著零售企業(yè)的競爭優(yōu)勢。其中，店鋪環(huán)境中的氛圍因子和社會因子正向的影響顧客的體驗價值；氛圍因子、社會因子、設(shè)計因子和體驗價值顯著的正向影響顧客信任；而體驗價值和顧客信任顯著的正向影響著零售企業(yè)的競爭優(yōu)勢。最后筆者結(jié)合本文的研究結(jié)果，對企業(yè)提出了店鋪環(huán)境管理方面的建議，并指出了本文研究存在的局限，即忽視了商品和業(yè)態(tài)的影響。
本文的創(chuàng)新之處在于，本文是基于顧客的視角來研究企業(yè)的競爭優(yōu)勢，并提出了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的研究模型，這在以往的研究中是比較少見的。同時本文以大連市的四家百貨商場為調(diào)查對象進(jìn)行實證研究，增加了文章的針對性和現(xiàn)實意義。
目 錄
1 緒論 1
1.1 研究背景及意義 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 創(chuàng)新之處 3
2 文獻(xiàn)綜述 5
2.1 零售企業(yè)競爭優(yōu)勢的理論總結(jié) 5
2.1.1 競爭優(yōu)勢的來源 5
2.1.2 競爭優(yōu)勢的衡量 9
2.1.3 零售企業(yè)競爭優(yōu)勢的影響因素 10
2.2 店鋪環(huán)境的理論總結(jié) 11
2.2.1 店鋪環(huán)境的內(nèi)涵與構(gòu)成維度 11
2.2.1 店鋪環(huán)境對消費者購物行為的影響 12
2.2.3 店鋪環(huán)境與零售企業(yè)競爭優(yōu)勢 14
2.3 顧客信任和購物的體驗價值 15
2.3.1 顧客信任 16
2.3.2 購物的體驗價值 17
3 店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機制的理論模型 18
3.1 研究假設(shè) 18
3.1.1 店鋪環(huán)境與體驗價值 18
3.1.2 體驗價值與競爭優(yōu)勢 18
3.1.3 店鋪環(huán)境與顧客信任 19
3.1.4 顧客信任與競爭優(yōu)勢 20
3.1.5 體驗價值和顧客信任 20
3.2 理論模型的建立 21
4 研究設(shè)計 22
4.1 問卷設(shè)計 22
4.1.1 店鋪環(huán)境 22
4.1.2 體驗價值 23
4.1.3 顧客信任 24
4.1.4 競爭優(yōu)勢 24
4.2 抽樣設(shè)計 25
4.3 分析方法 26
4.4 預(yù)測試 27
4.4.1 預(yù)測試的基本特征 28
4.3.2 預(yù)測試的結(jié)構(gòu)效度分析 28
4.3.3 預(yù)測試的信度分析 33
4.5 大樣本數(shù)據(jù)的收集 36
5 數(shù)據(jù)分析 37
5.1 樣本的基本特征及描述性統(tǒng)計 37
5.2 數(shù)據(jù)的信度分析 38
5.3 數(shù)據(jù)的效度分析 39
5.3.1 店鋪環(huán)境量表的因子分析 40
5.3.2 購物體驗價值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 競爭優(yōu)勢量表因子分析 42
5.4 結(jié)構(gòu)方程模型（SEM）分析 43
5.4.1 模型擬合程度分析 44
5.4.2 假設(shè)檢驗 45
5.4.3 實證結(jié)果 47
5.5 百貨商店間比較分析 49
6 結(jié)論和建議 54
6.1 研究結(jié)論 54
6.2 管理建議 55
6.3 研究的局限性及未來研究方向 56
附 錄 58
參考文獻(xiàn) 61
后 記 70
關(guān)鍵詞：店鋪環(huán)境，競爭優(yōu)勢，零售企業(yè)
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