零售管理1ppt课件

1、Chapter 1Introduction to the World of RetailingWhat is Retailing?Retailing a set of business activities that adds value to the products and services sold to consumers for their personal or family use.A retailer is a business that sells products and/or services to consumers for personal or family use

2、. James Darell/Getty Images2Examples of Retailers Retailers: Kohls, Macys, Wendys, Amazon, Jiffy Lube, AMC Theaters, American Eagle Outfitter, Kroger Firms that are retailers and wholesalers that sell to other business as well as consumers: Office Depot, The Home Depot, United Airlines, Bank of Amer

3、ica, Costco The McGraw-Hill Companies, Inc./Andrew Resek, photographerThe McGraw-Hill Companies, Inc./John Flournoy, photographer 3Retailing is a High Tech IndustrySelling Merchandise over the InternetUsing Internet to manage supply chainsAnalyze POS data to tailor assortments to storesComputer syst

4、ems for merchandise planningRyan McVay/Getty Images4新技术环境下零售商业方式创新的途径 5苏宁云商在新技术环境下的商业方式创新1 2021年2月20日正式改名为“苏宁云商，以“新方式、新组织、新笼统为苏宁的变革方向，以“专衍、云融、开放、引领为开展主题。创新内容： 1.打造线上线下无缝对接的O2O业态方式 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 2021年6月宣布线上线下价钱一致6苏宁云商在新技术环境下的商业方式创新(2)2.构建新型零售生态系统的零售活动(经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

5、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才干 。经过线上线下无缝对接、真假严密结合 ，消费者获得基于客户需求的各类增值效力、内容效力和处理方案打出“免年费、免平台运用费、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，为员工个人才干的开展提供培训效力3.变革配套的治理构造从原有的矩阵式组织转变为事业部组织方式 专业、垂直、开放、交融、扁平、自主 7Nature of Retail Industry is ChangingMom and Pop StoreTo Todays Retailer8Worlds Larg

6、est Retailers9The Distribution Channel10Manufacturing, Wholesaling and RetailingVertical Integration firm performs more than one set of activitiesEx: retailer invests in wholesaling or manufacturingBackward Integration retailer performs some distribution and manufacturing activitiesEx: JCPenney sell

7、s Arizona jeans (Private Label)Forward Integration manufacturers undertake retailing activitiesEx: Ralph Lauren operates its own stores11How Retailers Add ValueBreak Bulk -Buy it in quantities customers wantHold Inventory -Buy it at a convenient place when you want itProvide Assortment -Buy other pr

8、oducts at the same timeOffer Services -See it before you buy, get credit, layawayRyan McVay/Getty Images12How Retailers Add Value The value of the product and service increases as the retailer performs functions.Bicycle is developed at manufacturerBicycle is developed in several stylesBicycle is off

9、ered in convenient locations in quantities of oneBicycle is featured on floor displayBicycle can be bought on credit or put on layaway13Social and Economic Significance of RetailingCommunity SupportOver $3.4 trillion in annual U.S. sales greater than medical care, housing, recreation combinedEmploys

10、 27 million people 21% of non-agricultural US workforceManagement training opportunitiesEntrepreneurial opportunities14Retailing is Big Part of EconomyServices (45.8%)Manufacturing (11.2%)Retail (21.8%)Government (16.6%)Other 5.6%15Comparison of Distribution Channels Across the Globe16Retail MixReta

11、il StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display17Macys Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display18Macys Retail MixEnclosed MallsCustomer ServiceMerchandiseAssortmentPri

12、cingCommunication MixStore DisplayAnd DesignLocation Strategy19Macys Retail MixLocationPricingCommunication MixStore Design and DisplayCustomer ServiceMany Items in Apparel and Soft HomeAssortment Strategy20Macys Retail MixLocationCommunication MixStore Design and DisplayCustomer ServiceMerchandise

13、AssortmentModerate with Frequent SalesPricing Strategy21Macys Retail MixCommunication MixTV, Newspaper Ads andSpecial EventsStore DesignAnd DisplayMerchandise AssortmentPricingCustomer ServiceLocation22Macys Retail MixStore Design and DisplayRacetrack with DisplaysCustomer ServiceLocationMerchandise

14、 AssortmentsPricingCommunication Mix23Macys Retail MixCustomer ServiceModestLocationMerchandise AssortmentPricingCommunication MixStore Design and Display24Targets Retail MixRetail StrategyCustomer ServiceLocationMerchandiseAssortmentPricingCommunication MixStore Designand Display25Targets Retail Mi

15、xFree-standing StoresCustomer ServiceMerchandiseAssortmentPricingCommunication MixStore DisplayAnd DesignLocation Strategy26Targets Retail MixLocationPricingCommunication MixStore Design and DisplayCustomer ServiceLarge Number of CategoriesPrivate Labels Few Items in Each CategoryAssortment Strategy

16、27Targets Retail MixLocationCommunication MixStore Design and DisplayCustomer ServiceMerchandise AssortmentLow to ModestPricing Strategy28Targets Retail MixCommunication MixTV and Newspaper Insert AdsStore DesignAnd DisplayCustomer ServiceLocationMerchandise AssortmentPricing29Targets Retail MixStor

17、e Design and DisplayColorful, wide aisles displaysfor products with a grid layoutCustomer ServiceLocationMerchandise AssortmentsPricingCommunication Mix30Targets Retail MixCustomer ServiceLimitedLocationMerchandise AssortmentPricingCommunication MixStore Design and Display31JCPenneys Strategic Evolu

18、tionMain Street private label soft goods retailerChanges in environment - increased disposable income, growth of suburbs, interstate highway programEmulate Sears in enclosed suburban mallsFocus on soft goods - drop automotive, sporting goods, hardwareDevelop catalog, develop electronic retailingStan

19、d alone storesCentralized checkout 32Organic and natural foods supermarket chainAssortment beyond organic/natural foodsPrivate labels - Whole Food, 360 Day ValueLove, trust, and employee empowermentAlways innovation: Candy Island Lamar Street Greens Fifth Street Seafood In-store Massage TherapistWho

20、le Foods Implementation33Ethical Situations for a Retail ManagerShould a retailer sell merchandise that is suspects was made using child labor?Should it advertise that its prices are lowest in area even though some items are not?Should a buyer accept an expensive gift from a vendor?Should salespeople use high-pressure sales when they know the product is not the best f