摘要
2006 年大商集团收购哈一百，从此揭开了进驻哈尔滨的序幕。之后短
短几年间，麦凯乐、千盛两家店又相继开业，集团在哈尔滨的经营格局初步
形成。短期内在哈尔滨的密集开店彰显了大商集团的开发实力，但是经营中
日益严重的管理问题也需要正视，大商集团最初制定的发展战略越来越难以
在激烈的市场竞争中取得优势，因此研究大商集团在哈尔滨发展战略的改善
和调整显得十分必要。本文正是基于这样一个目的，使用 PEST、波特五力
模型、VRIO 框架、SWOT 矩阵等管理学方法，结合个人在大商集团的工作经
历，分析集团在哈尔滨的外部机会和威胁，自身具有的长处和短处，提出一
些完善集团发展战略的建议。

论文阐述了国内和国外研究现状，并从大商集团在哈尔滨的布局和运营
状态谈起，着重分析了集团在哈尔滨的发展模式，通过对大商集团在哈尔滨
市的外部环境和内部资源分析，获得集团存在的优势、劣势、机会和威胁，
并以此结论为研究依据，为大商集团在哈尔滨市的发展战略进行定位调整和
重新规划，制定战略的具体实施细节，对发展战略的保障体制、机制，战略
的控制、修正进行了论述。

本文重点对大商集团的现行发展战略进行了分析，研究并阐述内部资
源和外部环境对集团的影响。随着城市的发展零售业也面临着巨大的挑战，
零售企业的成长和发展依赖于自身的经营能力，也依赖于有效的管理方法，
依赖于正确的发展战略。本文以大商集团为研究对象，对集团在哈尔滨的未
来发展给出了方法，指明了道路，也为零售企业的发展战略研究提供了一个
范本。

关键词 发展战略；SWOT 分析；大商集团

Abstract
Dashang Group purchased Harbin NO.1 Department Store in 2006 , which was
the start of entering and being stationed there. After just a few years, Mykal Store
and Kingsons Store opened one by one successively, which made its management
pattern preliminary form in Harbin, and it showed the group’s development of
strength. Meanwhile, more and more serious management problems need to be
faced in these years. Moreover, Dashang Group’s development strategy that was
originally formulated cannot have its advantages in the fierce market competition,
so the research of improving and adjusting the development strategy is necessary.
Because of this, this paper analyses the group’s external opportunities and threats,
as well as its own advantages and disadvantages, and also puts forward some
suggestions to improve the group's development strategy with personal
experience in Dashang Group and some methods of management, such as PEST,
Potter's five forces model, VRIO framework, and SWOT matrix management.
The paper, to state the research situation at home and abroad on this issue, to
focus on the analysis of the group’s development mode in Harbin, including the
expansion mode and profit mode from the layout and the operation,according to
the analysis of SWOT matrix in Harbin, to revise the strategy guiding ideology,
and to formulate the overall strategic goals and phased strategic objective,on the
base of realizing the development strategy in Harbin, to discuss the specific
details of the implementation strategy,the security system, mechanism, strategy
control and correction of the development strategy are discussed.
This paper analyzed the current development strategy of Dashang Group,
researched and elaborated the influence on the internal resources and external
environment of the group. With the development of the city, the retail industry is
facing the huge challenge, the growth and development of which depend on its
own management ability, the effective management method and the correct
development strategy. This paper gave some methods in the future development,
pointing out the way and providing a template for the development strategy of
retail enterprises in Harbin for the group that is as the research object.
Keywords Development strategy,SWOT analysis,Dashang Group