欧尚和大润发.ppt

BackgroundofOney CIGNA CMC2011 Dec AuchanbackgroundanalysisAuchanownbrandanalysisAuchanmarketingstrategyanalysis PART1 Auchan PART2 RT MART RT MARTbackgroundanalysis PART1 Auchan Atpresent asoneoftheworldfamouslargesupermarketoperator auchanhasbecomeanannualturnoverof28 1billioneurosintheworld14countrieswith241 supermarket 548home 600houseexampleshop thestaffmorethan135000people isthemainFrenchmultinationalbusinessgroup andalsooneoftheworld stop500companiesintheworld Auchangroupcurrentlyinvolvedinthebusinessincludinglargesupermarket realestate bank tradeande commerce backgroundinformation backgroundinformation In1961 thefirstauchansupermarketinFrancethenortherncityoflillewasborn itwillbethefirsttimeinthebusinessof muchchoose cheap service areallconnected atpresent auchanalreadyisoneoftheworldfamouslargesupermarketoperator In1999 auchanitsfirststoreincentralShanghaiyangpudistrictshopopened itcoversanareaof20000squaremetersandabuildingareaof15000squaremeters thebusinessareafor8000squaremeters isthefirstcompanyinChinaauchanlargesupermarket backgroundinformation backgroundinformation By2011 June24 inChinaalreadyhad41large scalesupermarket backgroundinformation backgroundinformation Storedistribution Storedistribution Fromthechart auchanandrivalcarrefour wal martcompared intheChinaexpansionspeedisslow namelythespeedofthenewstoreopeninginauchanisonlyfive Totradetosee carrefourinopennewstorespeedisdeparts20 25home wal marthasreachedthedigitalhometomorethan40 Accordingtoauchanplan 2015yearswillincrease10 15newstoresinordertostrengthenthedevelopmentinChina inearly2001 theFrenchauchangroupacquiredTaiwanthesecondbiggestretailenterpriseTaiwanembellishhair67 stockshares nowTaiwanhas26embellishlargesupermarket Singlenotlessthan8000squaremeters theclearheightof5 5metersorso from9 9meterscolumn 800 1000kgload squaremetreArticle2hasfourlanesinthemainroad theintersectionof2 5 3kilometersCwithintheresidentpopulationto25 300000 Auchanconcept Toprovidequalityservicesprofessionalbasispoints Auchanstoresmustalsohave thebestofthelowprice providethemostsuitableforthelocaldemandtheproduct forevermodern thebeautyisgenerous consumer backgroundinformation backgroundinformation Auchanconcept Auchanconcept Fortheenterprisestaffstoprovidethegrowthspace givedifferentjobsindifferentresponsibilitystaff nomatterhowthenatureofwork promptinghim she tobecomeprofessionaltalentsandkeepforalongtimetherealprofessionalspirit sharinghis her intheworkforfun Businesswishurgedauchancreatingwealth andhelpforgreaterinvestmentauchan atthesametime createmoreemploymentopportunities employees backgroundinformation backgroundinformation Auchanconcept Auchanconcept Fortheenterprisestaffstoprovidethegrowthspace givedifferentjobsindifferentresponsibilitystaff nomatterhowthenatureofwork promptinghim she tobecomeprofessionaltalentsandkeepforalongtimetherealprofessionalspirit sharinghis her intheworkforfun Businesswishurgedauchancreatingwealth andhelpforgreaterinvestmentauchan atthesametime createmoreemploymentopportunities employees Themodelofbecomepartnerskeepandcooperation mainlyistheagriculturalfieldofsmallandmedium sizedenterprisesandthelarge scaleenterprise sgoodrelations Asthelifeoftheopeningofthepublicenterprise andworkingenvironmentintoonealsoisthemaingoaloftheauchan Valueviewintheserviceideal Keeptheretailindustryleadingposition partners backgroundinformation backgroundinformation Auchangoal Auchangoal Auchanstoresmustalsohave thebestofthelowprice theserviceofthesuperiorquality providethemostsuitableforthelocaldemand Alowprice sellinggoodsatthelowestpossibleprice andachievethehighestunitbusinessareaofturnover themalldesignedtoensurethatmakealargecommoditycirculationrunningfast strictmanagementsystem accordingtotheturnover expenses inventoryandoperatingconditionsandthemanagement Qualityandchoice notonlyonprice andmeetingtheneedsofcustomerscommoditydiversification providingthebestchoice Indomesticbrands regionalbrands auchanbrandproducts chooseanddevelopnewproducts Service thecustomertonotonlycanenjoyshoppingauchanreasonablepriceanddiversifiedchoices andtherewillbemanytocustomersconvenientplace backgroundinformation developmentstrategy developmentstrategy 1 Constructioninvestmentupmarket promoteeconomicenvironmentoptimization 2 Theadvancedideacatchmanagement ownbrandandmarketing3 Payattentiontoemployeetraining andemployeeshareresults4 Warm heartedpublicwelfareactivities forthereemploymentprojectcontributiontomake5 Adheringtothethreebigidea tocustomersinauchanqualityoflife AuchanOwnproductanalysis Ownbrandclassification backgroundinformation Marketingstrategy Activitypromotion lowpricewarbegan Pricingstrategy 541strategy 541 strategy Thatis50 ofthegoodsinthatsupermarketprofits and40 ofthegoodsbalancedorsmallprofit with10 ofthegoodsandsale This10 ofcommodityisthesupermarketusedtoattractconsumersasbait AttracteyeballSalesstrategySurprisedblastingsex salespricesevenlowerenterpriceofgoodsSubtledifference 2centscheaperthancompetitorsFeatureslow makecustomersfeelverycheapAyuanpromotiongoods takeonlyayuancanbuygoods backgroundinformation Marketingstrategy Networkmarketing ThisisauchanE shopping whereyoucanbuyallyouwantlifesupplies backgroundinformation Marketingstrategy Networkmarketing Thewholeoperationflowwithothere commercewebsites convenientandsimple thefollowingisauchaninnovativepoints backgroundinformation Marketingstrategy Networkmarketing backgroundinformation Marketingstrategy Networkmarketing PART2 RT MART backgroundinformation 大潤發流通事業股份有限公司 wasestablishedin1996 andnowalloverTaiwanhasestablished21servicepoints acompleteframeworkforthecustomertheservicenetworkalloverTaiwan Moreonthemainlandin1997establishedthe上海大潤發有限公司 throughthesuccessfulTaiwanexperienceintothemainland RT MARTmuchsiteconcentrationandeasterncoastalareas 关于大润发 backgroundinformation backgroundinformation Storedistribution 大润