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虽然2002年年底东方集团董事局主席张宏伟抛出了《商业领域过度开放报告》,并四处奔走要求对外资零售业的违规提前进入中国市场进行惩罚,但一直是雷声大雨点小,未见实际成效。尽管离 WTO 协议规定开放零售领域还有1年多的时间,外资零售企业已在地方政府的大力支持下,明显加快了开店速度。2003年春,北京东方家园在青岛遭遇到了百安居、欧倍德和天津家居、好美家的围堵,在近半年的激烈竞争中已渐呈败相。本文将着重介绍从建店选址到开业促销、从营销手段竞争到争夺人才的过程中,东方家园青岛店由先入者的火爆到逐渐萧条的前因后果。全文分两次刊出。
Although Zhang Hongwei, chairman of the board of directors of Dongfang Group, dished out the “over-opening report in the commercial field” at the end of 2002 and ran around demanding that the violation of the foreign-funded retail industry should be punished in advance for entering the Chinese market, it has been a thunderstorm, with no actual Effective. Although there is still more than a year since the opening of the retail area under the WTO agreement, foreign retailers have significantly accelerated the pace of shop opening with the strong support of local governments. In the spring of 2003, Beijing Oriental Homeland encountered a B & Q, OBI and Tianjin home in Qingdao. The siege of a good home was already losing ground in the fierce competition in the past six months. This article will focus on the construction site from the shop to the opening of sales promotion, competition from the marketing tool to compete for talent in the process, the Orient Home Qingdao from pre-popular to gradually depressed cause and effect. Full text published in two separate.