零售管理课件

Chapter1,IntroductiontotheWorldofRetailing,1-2,WhatisRetailing?,Retailingasetofbusinessactivitiesthataddsvaluetotheproductsandservicessoldtoconsumersfortheirpersonalorfamilyuse.,Aretailerisabusinessthatsellsproductsand/orservicestoconsumersforpersonalorfamilyuse.,JamesDarell/GettyImages,1-3,ExamplesofRetailers,Retailers:Kohls,Macys,Wendys,A,JiffyLube,AMCTheaters,AmericanEagleOutfitter,KrogerFirmsthatareretailersandwholesalersthatselltootherbusinessaswellasconsumers:OfficeDepot,TheHomeDepot,UnitedAirlines,BankofAmerica,Costco,TheMcGraw-HillCompanies,Inc./AndrewResek,photographer,TheMcGraw-HillCompanies,Inc./JohnFlournoy,photographer,1-4,RetailingisaHighTechIndustry,SellingMerchandiseovertheInternetUsingInternettomanagesupplychainsAnalyzePOSdatatotailorassortmentstostoresComputersystemsformerchandiseplanning,RyanMcVay/GettyImages,1-5,新技术环境下零售商业模式创新的路径,1-6,苏宁云商在新技术环境下的商业模式创新（1）,2013年2月20日正式改名为“苏宁云商”，以“新模式、新组织、新形象”为苏宁的变革方向，以“专衍、云融、开放、引领”为发展主题。创新内容：1.打造线上线下无缝对接的O2O业态模式Expo超级店将是苏宁未来的主力型门店苏宁易购的“超电器化”2013年6月宣布线上线下价格统一,1-7,苏宁云商在新技术环境下的商业模式创新(2),2.构建新型零售生态系统的零售活动(通过云技术苏宁整合供应链、大数据、开放物流和金融四大平台，与供应商、消费者、中小零售商和雇员等建立新型共生关系，重塑全新的零售生态系统。)针对供应商，苏宁公开产品技术的后台管理能力。通过线上线下无缝对接、虚实紧密结合，消费者获得基于客户需求的各类增值服务、内容服务和解决方案打出“免年费、免平台使用费、免保证金”的“三免”政策吸引百货类卖家入驻苏宁运用管理云，为员工个人能力的发展提供培训服务3.变革配套的治理结构（从原有的矩阵式组织转变为事业部组织模式专业、垂直、开放、融合、扁平、自主,1-8,NatureofRetailIndustryisChanging,MomandPopStore,ToTodaysRetailer,1-9,WorldsLargestRetailers,1-10,TheDistributionChannel,1-11,Manufacturing,WholesalingandRetailing,VerticalIntegrationfirmperformsmorethanonesetofactivitiesEx:retailerinvestsinwholesalingormanufacturingBackwardIntegrationretailerperformssomedistributionandmanufacturingactivitiesEx:JCPenneysellsArizonajeans(PrivateLabel)ForwardIntegrationmanufacturersundertakeretailingactivitiesEx:RalphLaurenoperatesitsownstores,1-12,HowRetailersAddValue,BreakBulk-BuyitinquantitiescustomerswantHoldInventory-BuyitataconvenientplacewhenyouwantitProvideAssortment-BuyotherproductsatthesametimeOfferServices-Seeitbeforeyoubuy,getcredit,layaway,RyanMcVay/GettyImages,1-13,HowRetailersAddValue,Thevalueoftheproductandserviceincreasesastheretailerperformsfunctions.,Bicycleisdevelopedatmanufacturer,Bicycleisdevelopedinseveralstyles,Bicycleisofferedinconvenientlocationsinquantitiesofone,Bicycleisfeaturedonfloordisplay,Bicyclecanbeboughtoncreditorputonlayaway,1-14,SocialandEconomicSignificanceofRetailing,CommunitySupportOver$3.4trillioninannualU.S.salesgreaterthanmedicalcare,housing,recreationcombinedEmploys27millionpeople21%ofnon-agriculturalUSworkforceManagementtrainingopportunitiesEntrepreneurialopportunities,1-15,RetailingisBigPartofEconomy,Services(45.8%),Manufacturing(11.2%),Retail(21.8%),Government(16.6%),Other5.6%,1-16,ComparisonofDistributionChannelsAcrosstheGlobe,1-17,RetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,1-18,MacysRetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,1-19,MacysRetailMix,EnclosedMalls,LocationStrategy,1-20,MacysRetailMix,Location,Pricing,CommunicationMix,StoreDesignandDisplay,CustomerService,ManyItemsinApparelandSoftHome,AssortmentStrategy,1-21,MacysRetailMix,Location,CommunicationMix,StoreDesignandDisplay,CustomerService,MerchandiseAssortment,ModeratewithFrequentSales,PricingStrategy,1-22,MacysRetailMix,CommunicationMix,TV,NewspaperAdsandSpecialEvents,StoreDesignAndDisplay,MerchandiseAssortment,Pricing,CustomerService,Location,1-23,MacysRetailMix,StoreDesignandDisplay,RacetrackwithDisplays,CustomerService,Location,MerchandiseAssortments,Pricing,CommunicationMix,1-24,MacysRetailMix,CustomerService,Modest,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,1-25,TargetsRetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,1-26,TargetsRetailMix,Free-standingStores,LocationStrategy,1-27,TargetsRetailMix,Location,Pricing,CommunicationMix,StoreDesignandDisplay,CustomerService,LargeNumberofCategoriesPrivateLabelsFewItemsinEachCategory,AssortmentStrategy,1-28,TargetsRetailMix,Location,CommunicationMix,StoreDesignandDisplay,CustomerService,MerchandiseAssortment,LowtoModest,PricingStrategy,1-29,TargetsRetailMix,CommunicationMix,TVandNewspaperInsertAds,StoreDesignAndDisplay,CustomerService,Location,MerchandiseAssortment,Pricing,1-30,TargetsRetailMix,StoreDesignandDisplay,Colorful,wideaislesdisplaysforproductswithagridlayout,CustomerService,Location,MerchandiseAssortments,Pricing,CommunicationMix,1-31,TargetsRetailMix,CustomerService,Limited,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,1-32,JCPenneysStrategicEvolution,MainStreetprivatelabelsoftgoodsretailerChangesinenvironment-increaseddisposableincome,growthofsuburbs,interstatehighwayprogramEmulateSearsinenclosedsuburbanmallsFocusonsoftgoods-dropautomotive,sportinggoods,hardwareDevelopcatalog,developelectronicretailingStandalonestoresCentralizedcheckout,1-33,OrganicandnaturalfoodssupermarketchainAssortmentbeyondorganic/naturalfoodsPrivatelabels-WholeFood,360DayValueLove,trust,andemployeeempowermentAlwaysinnovation:CandyIslandLamarStreetGreensFifthStreetSeafoodIn-storeMassageTherapist,WholeFoodsImplementation,1-34,EthicalSituationsforaRetailManager,Shouldaretailersellmerchandisethatissuspectswasmadeusingchildlabor?Shoulditadvertisethatitspricesarelowestinareaeventhoughsomeitemsarenot?Shouldabuyeracceptanexpensivegiftfromavendor?Shouldsalespeopleusehigh-pressuresaleswhentheyknowtheproductisnotthe