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在我国经济渡过了产品严重短缺、生产成为经济发展“瓶颈”的年代之后，流通又成了制约经济发展的新的“瓶颈”。于是一场轰轰烈烈的以改革老商店、新建大商厦为特征的流通领域的“商厦运动”，将我国的百货零售业推向了巅峰。
这些新建商厦在相继开业之后，仅火爆了短短几年，百货零售业便迅速进入阶段性下降通道。大型商厦的过度建设，超市、大卖场、专卖店等新兴商业的迅速崛起，造成了消费分流和消费者购买方式的改变，加之日益加剧的通货紧缩等诸多因素，使我国百货商厦面临前所未有的困境。
然而，面对种种困难我们不应丧失信心。目前，百货商厦依然是我国零售业最具实力的业态之一，就国内大部分主要城市而言，百货也仍然占据社会商品零售总额的半壁江山，问题的关键是如何改革其传统的经营方式。正是有鉴于此，笔者试从几个方面谈谈看法。
一、百货商厦的发展初期，是以综合经营廉价型商场面目出现在消费者面前的。但随着新一轮零售业的大变革，百货商厦将综合化、廉价型的面目被迫交给了新型的超市、大卖场等连锁集约经营的业态，而自己则减少商品大类，把经营的重点放在挑选性强，适应消费者追求品质的商品上，如化妆品、食品、礼品、赠品、服装、鞋帽、高档家具用品等，改综合化经营为专业化、特色化经营。
二、是开设品牌专卖厅，必须选择具备一定实力和规模的、有一整套完善的售后服务的、具有知名或著名品牌的厂商；在同类商品中要选择多个品牌厂商，已造成场内竞争的态势。
三、百货商厦的经营方式要向自我经营、买段经营靠拢，逐步形成集中统一采购和购销分离的经营模式，有条件的话，还要导入连锁经营。
四、发展百货商厦自己的定牌产品。零售业要强化自己的经营特色，最终还是需要自己的定牌产品。特别是穿着用品，当它已成为百货商厦绝对的主力商品时，更有必要开拓自己的定牌产品，这是与其要成为专卖综合店的发展要求相吻合的。百货公司的经营最终要实现定牌、定单、代理，定牌产品开发成功了，定单与代理经营就会顺利的多。
On the Need for Department Stores to Change their Business
Department stores in China are having a hard time, their very existence being threatened by supermarkets, chain stores and outlets of famous brand products that have been mushrooming across the country. To extricate themselves from the predicament, department stores should spare no effort in changing their business pattern.
In the initial phase of development, department stores in China counted on a price edge in striving to win customers. Now that people‘s buying habit has changed and supermarkets and chain stores are taking an increasingly large share of the market for inexpensive goods, department stores should shift the focus of their business onto highly selective goods such as cosmetics, food, gifts, garments, shoes, high-class furniture, etc. In other words, department stores should shift the focus of their business onto goods with distinct characteristics, goods catering to individual tastes.
Sections serving as outlets for famous brand goods should be set up in department stores, for goods from manufacturers that are reputed for post-sale services as well. Department stores should take steps to adopt a business pattern in which procurement and sales are separated and, when conditions permit, should get involved in chain operations.
这些新建商厦在相继开业之后，仅火爆了短短几年，百货零售业便迅速进入阶段性下降通道。大型商厦的过度建设，超市、大卖场、专卖店等新兴商业的迅速崛起，造成了消费分流和消费者购买方式的改变，加之日益加剧的通货紧缩等诸多因素，使我国百货商厦面临前所未有的困境。
然而，面对种种困难我们不应丧失信心。目前，百货商厦依然是我国零售业最具实力的业态之一，就国内大部分主要城市而言，百货也仍然占据社会商品零售总额的半壁江山，问题的关键是如何改革其传统的经营方式。正是有鉴于此，笔者试从几个方面谈谈看法。
一、百货商厦的发展初期，是以综合经营廉价型商场面目出现在消费者面前的。但随着新一轮零售业的大变革，百货商厦将综合化、廉价型的面目被迫交给了新型的超市、大卖场等连锁集约经营的业态，而自己则减少商品大类，把经营的重点放在挑选性强，适应消费者追求品质的商品上，如化妆品、食品、礼品、赠品、服装、鞋帽、高档家具用品等，改综合化经营为专业化、特色化经营。
二、是开设品牌专卖厅，必须选择具备一定实力和规模的、有一整套完善的售后服务的、具有知名或著名品牌的厂商；在同类商品中要选择多个品牌厂商，已造成场内竞争的态势。
三、百货商厦的经营方式要向自我经营、买段经营靠拢，逐步形成集中统一采购和购销分离的经营模式，有条件的话，还要导入连锁经营。
四、发展百货商厦自己的定牌产品。零售业要强化自己的经营特色，最终还是需要自己的定牌产品。特别是穿着用品，当它已成为百货商厦绝对的主力商品时，更有必要开拓自己的定牌产品，这是与其要成为专卖综合店的发展要求相吻合的。百货公司的经营最终要实现定牌、定单、代理，定牌产品开发成功了，定单与代理经营就会顺利的多。
On the Need for Department Stores to Change their Business
Department stores in China are having a hard time, their very existence being threatened by supermarkets, chain stores and outlets of famous brand products that have been mushrooming across the country. To extricate themselves from the predicament, department stores should spare no effort in changing their business pattern.
In the initial phase of development, department stores in China counted on a price edge in striving to win customers. Now that people‘s buying habit has changed and supermarkets and chain stores are taking an increasingly large share of the market for inexpensive goods, department stores should shift the focus of their business onto highly selective goods such as cosmetics, food, gifts, garments, shoes, high-class furniture, etc. In other words, department stores should shift the focus of their business onto goods with distinct characteristics, goods catering to individual tastes.
Sections serving as outlets for famous brand goods should be set up in department stores, for goods from manufacturers that are reputed for post-sale services as well. Department stores should take steps to adopt a business pattern in which procurement and sales are separated and, when conditions permit, should get involved in chain operations.