摘 要：传统百货商场之间的竞争日益激烈，许多昔日的国营老字号商场生产维艰，究其原因主要是这些习惯于传统营销模式的商场，在新的市场环境中没有能够及时调整其市场定位。本文通过对南京市新街口区域中央商场、新街口百货、大洋百货和东方商城四家大型百货商场在经营理念、目标市场、商品结构、特色服务四个方面进行分析与比较，找出南京中央商场与其竞争对手的差异，并从产品组合、顾客服务、营销人员、企业形象四方面为中央商场的市场定位提供建议。
关键词：南京中央商场，市场定位，目标市场，百货商场
Abstract：Increasing competition between traditional department stores, production difficulties of many former State-run old shopping centre, the reason is mainly used in the traditional marketing model of the shopping centre, in the new market environment in which failure to promptly adjust its positioning in the market. This article for Nanjing xinjiekou regional Central Mall, and xinjiekou department store, and ocean department store and Oriental Mall four home large department store Mall in business concept, and target market, and merchandise structure, and features service four a area for analysis and comparison, find Nanjing Central Mall with competition opponents of differences, and from products combination, and customer service, and marketing personnel, and enterprise image four area for Central Mall of market positioning provides recommendations.
Keywords：market orientation; target market; department store
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