2006年第6期 中英文摘要
国际商业技术 INTERNATIONAL BUSINESS & TECHNOLOGY
2006年-2007年 中国商业十大热点点评 ....8
Comments on the Top 10 Commercial Hotspots of China from 2006 to 2007
摘要：对今年预测的中国商业十大热点，分别评析其重要意义、主要内涵和把握要点，有助于了解当前中国商业的大趋势、新动态。
Abstract: The author analyzes the top ten commercial hotspots of China predicated this year in terms of the significancy, main content and essentials, which is helpful to the readers to understand the latest commercial trend of China.
关键词：中国 商业热点 点评
Keywords: China, commercial hotspots, comments
中国零售企业品牌的 竞争格局与对策....13
The Competition Situation and Countermeasure of China's Retail Enterprise Brand
摘要:中国零售企业品牌的竞争处于过度状态。从总体上看，本土零售企业品牌虽则暂时居于竞争的主导地位，但是，外资零售企业品牌扩张速度快，在大卖场等业态占绝对优势，并将越来越多地采取并购的方式扩张。在此现实基础上，提出了本土零售商业企业培育与提升品牌竞争力的对策建议。
Abstract: The Chinese retail enterprise brands are in an excessively competing situation. On the whole, although the local retails enterprise brands temporarily occupy the competition dominant position, the foreign ones expand more quickly, dominating in malls and other formats. Moreover, purchase will increasingly be their expanding way. Based on these , the auther proposes the measures to cultivating and exalting the local retail brands?competitiveness.
关键词：零售企业品牌 竞争格局 对策
Key words: retail enterprise brand, competition situation, countermeasure
2007年上海扩大消费的对策措施 ....18
The Countermeasure and the Solution for Shanghai to Expand Consumption in 2007
摘要: 以大量数据分析了今年上海消费品市场的运作情况与特点，对明年消费品市场的发展背景作了预测，并提出了扩大消费的对策建议和工作措施。
Abstract: On the basis of the abounding data, the author analyzes the operation and the features of Shanghai抯 consumable market this year and forecasts the development background of the next year as well, accordingly bringing forth the countermeasure and the solution for Shanghai to expand consumption.
关键词：市场分析 扩大消费 对策 措施
Keywords: market analysis, expanding consumption, countermeasure, solution
零售企业的人力资源管理....22
The HR Management of Retail Corporation
摘要：联系百安居的实践经验，分析了连锁零售企业人力资源管理战略与业务战略的关系，提出了人力资源管理战略的基本原则以及在几个主要环节贯彻实施的具体要求和做法。对大型连锁零售企业做好人力资源管理将有不少启示。
Abstract: On the basis of the practice in B&Q, the author analyzes the relationship between the HR management strate-gy and the business strategy in a retail chain corporation, thus bringing forth the basic principle of the HR management strategy and the specific demands and means in the main sections. The large retail chains will be inspired from it in practising the HR management.
关键词：连锁零售企业 人力资源管理 百安居经验
Keywords: retail chain corporation, HR management, B&Q's experience
现代港口物流产业链的重建....26
The Rebuilding of the Modern Port Logistics Industry Chain
摘要：随着全球经济一体化进程的加快，港口逐步演变为货物流、贸易流、信息流、资金流与人才流一体化复合型据点。港口的物流职能愈来愈趋向系统化、综合化。构建以港口物流为中心的产业链应侧重于加强价值链、物流链、信息链、交易链和组织链的管理。
Abstract: As the acceleration of the global economic integratation, the port has become a complex converged by the flows of cargo, trade, information, capital and talents. The logistic function of the port has been increasingly syste-mized and comprehensivized. To build an industry chain with the port logistics as a core should foucus on strengthen-ing the management on the chains of value, logistics, information, trade and organization.
关键词：港口物流 产业集群 产业链 重构
Keywords: port logistics, industrial convergency, industry chain, rebuilding
企业家如何打造个人品牌 (下)....30
How Could Enterpriser Create Personal Brand II
摘要：综合国外、国内的若干实例，提出了企业家营销的七大要领，以及要防止陷入的七大误区。
Abstract: Based on the cases from home and abroad, the article lists seven principles of enterpriser marketing and the means to prevent the seven major traps.
关键词：企业家 营销 法则 陷阱
Keywords: enterpriser, marketing, principle, preventing traps
二、三线城市零售企业 如何面对外资对手的竞争....34
How can the 2nd and the 3rd City-Based Retail Corporations Confront with the Foreign Competitors
摘要：通过国际、国内的一系列实例说明：打造“企业家品牌”对于提升企业、产品品牌有着密切的关联和积极的促进作用。在我国，当人们真正认识到企业家形象包装是企业整合营销的需要，企业家品牌营销就可能在中国开创一个全新的局面。
Abstract: By illustrating a series of international and domestic examples, the
article illuminates that there is the close relationship between creating the
brand of enterpriser and promoting the brand of enterprise and products. In
China, only people realize that the enterpriser's image is crucial to marketing intergration, could the marketing of enterpriser brand see a new landscape.
关键词：企业家品牌 企业品牌 互动作用
Keywords: brand of enterpriser, brand of enterprise, effect of interaction
“我们要的不只是低价”
—从沃尔玛撤出韩国看到的 ....38
We Want more than Low Prices
- Learning from Wal-Mart's Departure from Korea
摘要:
简要介绍了法国两部规范商业设施建设的法律的主要内容和实施举措。由此可以看出，以法制化管理促进商业有序发展的途径和实践经验。
Abstract:This article introduces the major contents and the implementary
measures of two French laws of construction of commercial establishments. Thus
it provides some approaches and practise experiences on promoting regular
commercial development through law-based management.
关键词：法国 《鲁瓦耶法》 《拉法兰法》 商业设施建设 法制化管理
Keywords: France, Royer Law, Raffarin Law, construction of commercial
establishments, law-based management
“神化原型”品牌理论：对常规理论的颠覆？....40
'Apotheosized Prototype' Branding Theory: Does It Overthrow the General Theory?
摘要：“神化原型”品牌理论是目前品牌塑造和管理方面尚未被广泛运用的一个全新理论，将复杂的产品特质整合为统一的品牌意义，以此激发原型及其背后的神化故事，培养消费者对品牌的认同和忠诚。英国独立音乐品牌4AD的发展表现了对常规品牌理论的颠覆，体现出原型理论的作用。在为原型理论作出实证的同时，梳理出该理论树立品牌的一个完整过程。
Abstract: It is a brand new theory of the 'apotheosized prototype' branding theory that has not been applied abroad yet currently in brand building and managing. The theory integrates the complicated product features into a uniform brand meaning so as to inspire the apotheosized story of the prototype, cultivating the customer's identification and loyalty to the brand. The development of 4AD, a British independent music brand, overthrew the general branding theory, representing the effect of the prototype theory. As the meantime of confirming the prototype theory, the author details the complete process of brand building.
关键词：品牌 神化原型 独立音乐品牌 4AD
Keywords: brand, apotheosized prototype, independent music brand, 4AD
通向中国高端市场之路....44
The High-End Road to China
摘要: 国际知名奢侈品零售商纷纷进驻中国，国际房地产开发商也瞄准中国，开发建造购物中心。尽管有一定风险，但国际零售商对中国高端市场的前景看好。
Abstract: It is the fact that more and more prestigious international luxury
retailers are finding a fertile market in China; the international real estate
developers are favoring China, developing and constructing shopping centers.
Regardless of the risk, the international retailers are optimistic to China抯
high-end market.
关键词：中国 奢侈品 零售商 开发商 购物中心
Keywords: China, luxury product, retailer, developer, shopping center
购物中心停车场：业主心中的寸金地....46
Mall Parking Lots: Too Valuable for Landlords
摘要:
城市土地日益稀缺，为避免高昂的土地成本，充分利用资源，购物中心业主有的在原来露天停车场的地块上盖起办公楼、公寓、酒店等，有的则将购物中心打造成城镇中心，赋予其新的功能，以提高竞争力。
Abstract: The urban land has been increasingly rare. In order to avoid high cost
of land while taking full advantage of the land, mall owners are drawing up
plans to rip up their parking lots and replace them with office towers,
apartment buildings, hotels, etc. And some of the malls are transformed to be
town centers with new functions, being more competitive.
关键词：购物中心 停车场 土地 成本 城镇中心
Keywords: malls, parking lots, land, cost, town center
不容错过的中东购物之旅—迪拜、沙迦主要购物目的地介绍 ....48
The Mid East Shopping Trip, Never to be Missed- Briefs of the Major Shopping Destinations in Dubai and Sharjah
摘要:
介绍迪拜、沙迦的几大购物目的地，有的以面积大、功能全为特色，有的以异国风情的建筑特色为亮点，有的以汇聚国际一线品牌而著称，还有的是融购物与休闲为一体的度假胜地。它们使中东地区成为全球购物地图上不容错过的重要站点。
Abstract: The article introduces the major shopping destinations in Dubai and
Sharjah, some of which boast the large shopping space and comprehensive
functions while others feature with the exotic architecture; some assemble the
world class brands, others are the resorts integrating shopping and
entertaining. All the above set Mid East to be major shopping destination, not
to be missed, on the global shopping map.
关键词：迪拜 沙迦 购物中心 购物 娱乐 休闲
Keywords: Dubai, Sharjah, shopping center, shopping, entertainment, leisure
外资零售企业在中国市场的 竞争优势分析 ....52
The Analysis on the Competition Advantage of the Foreign Retail Corportations in China
摘要：进入中国市场十多年来的实践表明，外资零售企业与中国企业相比，在采购成本、经营能力、资金掌控和品牌资产上具有相当强的竞争优势。中国零售企业必须充分认识存在的差距，努力创建自己的核心竞争力。
Abstract: As entering China for more than a decade, the foreign retail
corporations are more advantageous than the Chinese congeners in term of
purchase cost, operation ability, capital control and brand assets. Therefore,
the Chinese retailers must fully realize the existing gap so as to create
China's own core competitive ability.
关键词：外资 零售企业 竞争优势
Keywords: foreign capital, retailers, competitive advantage
中国 商业地产金融的科学发展路径： 以信托为主线的多元化与国际化 ....58
The Scientific Development Road of China's Commercial Real Estate Finance: Diversification and Globalization with Trust as the Core
摘要：多元化和国际化是中国商业地产金融的大趋势，信托将成为商业地产金融进化的逻辑主线，并论析了它的4个逻辑层次。
Abstract: It is the main trend of China's commercial real estate finance to be
increasingly diversified and international. Since trust will become the main
logic flow of the evolution of commercial real estate, the author analyzes the
four logic levels accordingly.
关键词：商业地产 金融改革 信托 逻辑层次
Keywords: commercial real estate, finance reform, trust, logic level
也谈商业地产 ....60
Views on Commercial Real Estate
摘要：对商业地产的含义、实质作了概括，对销售型商业地产带来的问题以及转向“只租不卖”长期经营过程中碰到的问题作了分析，并相应地提出了提升价值、成功经营、多方融资的思路。
Abstract: The author summarizes the meaning and the essential of commercial real
estate, then analyzing the problems on it and the puzzles in long-term operated
憆ent only?commercial real estate. Further, the article puts forth the ideas on
promoting the value, operating successfully and financing by various parties.
关键词：商业地产 商业定位 经营 融资
Keywords: commercial real estate, commercial orientation, operation, financing
如何打造商业地产差异化....64
How to Create the Differentia of the Commercial Real Estate
摘要：商业地产项目具有差异化至关重要。差异化包括初级的来自市场意义的差异化，以及深层次的体现专业化、主题化的差异化。必须对所在区域的消费环境、市场环境、竞争环境有清晰的了解，据此准确地择定体现差异化的定位。
Abstract: It is important for the commercial real estate to be differentia,which
means not only from the perspective of market, but also based on reflecting
specialization and thematicalization. In order to orient exactly, we must well
understand the environment of consuption, market, competition in the very
region.
关键词：商业地产 差异化 项目定位
Keywords: commercial real estate, differentia, project orientation
Hershey的故事： 巧克力品牌与巧克力城市....70
The Story of Hershey: A Chocolate Brand and a Chocolate City
摘要：通过介绍Hershey巧克力品牌的创始人Milton
Hershey艰辛创业以及两度建设Hershey新城市的故事，说明一个著名品牌的形成与历久不衰，不只是产品的本身，而且取决于企业家的行为。
Abstract: By introducing Milton Hershey, the founder of Hershey, a chocolate
brand, the hardship of foundation and the story of building the new Hershey city
twice, the author illustrates the fact that only the enterpriser's act could
creat a famous brand and keep it prosperous forever, but not the brand itself.
关键词：Hershey 品牌故事
Key words: Hershey, brand story
ZARA 来自西班牙的时尚征服者....70
ZARA, the Spanish Conqueror on the Fashion Stage
摘要: 西班牙服装连锁品牌ZARA的诀窍是效率 — 一种带有流行判断力的工作流程。ZARA快速的库存周转吸引了购物者，但其全球扩张却可能让公司不胜重负。
Abstract: The key to the Spanish clothing chain is efficiency - with a side
order of fashion sense. ZARA's quick turnover lures shoppers, but global
expansion could be a strain.
关键词：ZARA 西班牙 服装品牌
Keywords: ZARA, Spain, clothing brand
《国际商业技术》理事会
Members of the Journal Council