RetailManagement零售管理讲课教案

1、Good is good, but better carries it.精益求精，善益求善。RetailManagement零售管理-RetailManagement零售管理Anoverviewofstrategicretailmanagement(=1*GB3*MERGEFORMATintroduction;=2*GB3*MERGEFORMATbuildingandsustainingrelationshipsinretailing)StrategicplanninginretailingAnimportantpresentaionaboutwritingastategicplanWeexp

2、lorethefieldofretailing,establishingandmaintainingrelationships,andthebasicprinciplesofstrageticplanningandthedecisionsmadeinowningormanagingaretailbusiness.=1*GB3*MERGEFORMATIntroductionRetailingisthebusinessactivitiesinvolvedinsellinggoodsandservicestoconsumersforpersonal,familyorhouesholduse.Itis

3、thelaststageindistributionprocess.Retalingincludesallofbusniessandpeopleinvolvedinphysicallymovingandtransferringownershipofgoodsandservicesfromproducertoconsumer.Inadistributionchannel,retailersdofunctionsasthecontactformanufacturers,wholesalersandfinalconsumers.Inthisway,weneedtofigureoutthecomple

4、xrelationshipsinretailing.=2*GB3*MERGEFORMATBuildingandsustainingrelationshipsWelearnedtodescribehowbothconsumerrelationshipsandchannelrelationshipsmybenurturedintodayscompetitivemarketplace.Forrelationshipretailingtowork,enduringrelationshipsareneededwithotherchannelmembers,aswellaswithconsumers.To

5、engageinrelationshipretailingwithconsumers,somefactorsshouldbeconsidered:customerbase-Retailersmustregularlyanalyzetheircustomerbaseintermsofpopulationandlifestyletrends,attitudestowardandreasonsforshopping,thelevelofloyalty.(genderrole,demandmoreetc)customersatisfaction-occurswhenthevalueandcustome

6、rserviceprovidedthrougharetailingexperiencemeetorexceedconsumerexpectaions.Ifnot,customerswillbedissatisfied.Mostconsumersdonotcomplainwhendissatisfied.Theymaythinkthatcomplainingwontworkandnoteasytofindthedepartmentwhichdealwithadvice.Toobtainmorefeedback,retailersmustmakeiteasierforshopperstocompl

7、ain,makesureshopperbelievetheirconcernsarebeingaddressed.loyaltyprograms-rewardaretailersbestcustomers,thosewithwhomitwantslong-lastingrelationships.Theprogramshonorshoppingbehaviorandtherewardareusefulandappealing,andattainableinareasonabletime.Andalso,retailershavetorecognizietherealgoodshoppers,n

8、otallshoppersaregood.Membersofadistributionchanneljointlyrepresentavaluedeliverysystem.Eachonedependsontheothers;andeveryactivitymustbeenmumeratedandresponsiblityassigned.Smallretailersmayhavetousesuppliersoutsidethenormalchanneltogetthesuppliersupport.2.StrategicplanningAretailstrategyistheoverallp

9、lanthatguideafirm.Itconsistsofsituationanalysis,objectives,identificationofacustomermarket,broadstraegy,specificactivites,control,andfeedback.Withoutagoodplan,aretailermaybeunabletoachievesuccess.=1*GB3*MERGEFORMATSituationanalysisSituationanalysisisabouttheopporunitiesandthreatsfacingaretailer.Itse

10、ekstoanswertwoquestions:Whatsthefirmscurrentstatus?Inwhichdirectionshouldwehead?Itconcludesorganizationalmission,ownershipandmanagementoptionsandoutlingthegoodsorservicestobesold.OrganizationalmissionItisacommitmenttoatypeofbusinessandaplaceinthemarket.Anditreflectsthefirmattitudetoconsumers,employe

11、es,suppliers,Competitorsandgovernment.Ittalkedabout(1)whetherbaseabusinessaroundthegoodsorconsumerneeds.(2)whetheraretailerwantstobealeaderorfollowerinmarketplace.(3)marketscope.Bigfirmtotendtoseekabroadconsumers,butitsbetterforsmallretailerstofocusonnarrowerconsumerbase.Ownershipandmanagementoption

12、sItncludessoleproprietorship,partnership,orcorporation;startingabusiness.Managementoptionsincludeownermanagementorprofessionalmanagement;andbeingcentralizedordecentralized.Soleproprietorship:isaretailfirmownedbyoneperson.Allbenefits,profits,risksandcostsaccruetothatperson.(simpleandflexible)Partners

13、hip:isanretailfirmownedbytwoormorepersons.Partnersharesbenefits,profits,risksandcosts.(divideresponsibilityandrisks,increasecapabilitytoraisefundetc)Corporation:isaretailfirmthatisformallyincorporatedunderstatelaw.Thefirmisalegalentityapartfromindividualofficersorstockholdersandshouldbelong-termrunn

14、ing.Thefundiscollectedfromstockholdersandownershiptranferiseasy.Goods/ServicecategoryAfirmselectgoods/servicecategory-thelineofbusiness.Itdependonthefirmspersonalability,financeandtimeavailability.=2*GB3*MERGEFORMATObjectivesAftersituationanalysis,aretailersetobjectives,thelong-runandshort-runperfor

15、mancetargetsithopestoattain.Thishelpsmoldastrategyandtranslatestheorganizationalmissionintoaction.Afirmcanpursuegoalsrelatedtooneormoreoftheseareas:sales(growth,stabilityandmarketshare);profit(level,returnoninvestmentandefficiency);satisfactionofpulic(stockholders,consumers).=3*GB3*MERGEFORMATTarget

16、ingcustomersThecustomergroupsoughtbyaretaileriscalledtargetmarket.Therearethreetechniques:massmarketing,sellinggoodsorservicestoabroadconsumers;concentratedmarketing,zeroinginonespecificgroup;ordifferentiatedmarketing,aimingattwoormoredistinctconsumergroups,withdifferentretailingapprochesforeveryone

17、.=4*GB3*MERGEFORMATBroadstrategyAboroadstrategyistheninformed.Itinvolvescontrollablevariablesanduncontrollablevariables.Controllablevariables:storelocation,managingbusniess.Thecompanycandirectlyeffectthosefactors.Uncontrollablevariables:consumers,economicconditions,legalrestricitons.Mostofthemaresom

18、eenvironmentalfactorswhichyoucannotchangebuthavetoadapttothem.=5*GB3*MERGEFORMATSpecificactivitiesAfteragerneralstrategyisset,afirmmakesshort-rundecisions(tactics)foreachcontrollablepartandresponsestoenvirnment.=6*GB3*MERGEFORMATControlInthisstage,retailersneedtoanalyzietheperformance.Thegoodpartwil

19、lbecontinuedandthosethathavegonepoorlyarerevised.=7*GB3*MERGEFORMATFeedbackAnalertfirmseeksoutsignalsorcues,knownasfeedback,thatindicatethelevelofpreformanceateachstepintheplan.PS:StorelocationThestorelocationchoiceisimportantbecauesthecomplexdecisionmaking,thehighcosts,thelackofflexibilityoncesitei

20、schosen.Agoodlocationmayhelparetailersucceed.Theselectionofastorelocationincludes:Evaluatingalternativetradingareas:Atradingareaisthegeographicalareafromwhichconsumersaredrawn.Whenshoppinglocalesarenearby,theymayhavetrading-areaoverlap.Therearethreefactorsintradinganalysis:population,economicbase(Ar

21、etailershouldlookatthelaborforce,trafficnetwork,bankingfacilitiesandpotentialchangeofecnomicofthisarea)andnaturalcompetitionandthelevelofsaturation.(understored,overstored)DeterminingthebesttypeoflocationIsolatedstore(freestanding,nocompetition,lowrent,flexible,lackoftrafiic,nosharedcosts)Unplannedbusinessdistrict(kindsofgoods,neartoc