零售管理课程论文

《国际零售管理》课程论文

Consumer's purchasing process, retail management strategic challenges, and the comparison of retail locations

1.Discuss the processes by which consumers choose retail stores and merchandise.

There are five steps when consumers choose retail stores ,they are demand cognitive，find a retailer information，evaluation retailers，select retailers , going shopping website or consult the catalog,and there are six steps when consumers choose product demand cognitive, find the product you are looking for information, evaluation commodity, choice of goods, purchase of goods after purchase evaluation. Stages in the Buying Process：

People should know what need Recognition is, and everyone has different types of needs. Generally speaking, there are two kinds of needs. Functional Needs （Rational）–satisfied when purchases accomplish a specific task. Shopping needs to be easy

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and effortless like Sam’s or a grocery store.Psychological needs (Emotional)– satisfied when purchases accomplish a need for entertainment, emotional and recreational experience as in department stores or specialty stores.People’s need recognition stimulation usually has the following factors: suggestions by Sales Associates, advertising and direct mail, visual merchandise in store, special events in the Store, signage and displays.

Information search and the sources of Information: internal past experiences memory.External consumer reports, advertising and word of mouth. Factors Influencing the Buying Decision Process:

2.Discuss the strategic challenge of retail management.

Challenge of Retail Management: the overall Goal is create value for customers

and profit for firm, marketing Objective is create differential advantage.And tasks are Analyze changing environment Select target market Coordinate elements of retail mix.

Retail Management can take the following four strategic challenges, to meet retail competition.

Cost leadership strategy

Cost leading strategy is often a powerful weapon in the emerging retail thus, a strategy that covers all the commodity purchase, stock, pin on the cost and cost control, only lower purchase price of commodity costs and logistics costs, reduce the operation and management of commodity costs, to achieve the whole process of commodity circulation cost control.

First of all, the procurement cost control. Purchasing cost is the key of the enterprise cost control, especially retail enterprise cost control key. To achieve low purchasing cost, we must implement the centralized purchasing, to reduce the number of suppliers, it should also be buying direct from the factory, shortened supply chains, change the way of trading, used in a variety of advanced technology for supply chain management. Secondly, the logistics cost control. It is an important symbol of measuring retail

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enterprise management level, is also the important factors that affect retail enterprises operating results. Including establishing logistics center, unified distribution; Use the third party logistics; Used in a variety of advanced logistics technology, etc. Quick information feedback and efficient logistics management system, can make the goods stock is greatly reduced, speed of capital turnover, enterprise cost lower nature.

And operating cost control, reflect on any tiny link. Including the use of the means of category management, simplify the store operation process, improve the efficiency of store operations, reduce the operating personnel, using various advanced retail operation technology, etc. Customer satisfaction strategy

Although the \"customer satisfaction\" is widely spread, but so far most of the business is only as a kind of \"idea\" or \"ideas\management strategy\" to the application. In fact, \"customer satisfaction\" as a kind of management technology, emphasizes the \"customer demand as the goal\" of business process management and control, at the same time, through the scientific evaluation and testing enterprise effectively for the quality and effectiveness of management, continuous improvement, it is more of an emphasis on \"customers\". \"Customer satisfaction\" is the management, quality and economy of the most popular topic, because it represents the initiative is to control the market operation, management, thinking mode, is a kind of better assist enterprises to achieve business objectives define \"quality standard\economic analysis and prediction.

Products focus on demand. Enterprise must first in the field of customer focus on the requirements of \"priority\" doing your best, secondly understand customer's perceptions of the service content and evaluation point of view. This is a valid way to improve customer satisfaction. Customer requirements or comments from many respects, so the enterprise should first focus on the customer focus on the requirements of \"priority\much lower than the performance of the customer requirements, including complete \"product\" biggest contrast with customer requirements. In fact enterprise is not really complete \"product\" problems, mainly is the logistics, distribution, inventory management, and other reasons caused the customer mistake cognition \"products not complete\". Visible, enterprises to improve customer satisfaction evaluation, must on the management to a higher level, others include \"product quality\ Service to reflect subtle. \"After sales\" and \"service staff\" is closely related to the \"service\" two content, customer demand for the two content is the most direct. \"Customer service personnel service timeliness\" gave high evaluation, but the service attitude need to increase obviously, especially in the \"for customers respected feeling\" and \"service\" from two aspects. After-sales service is an important content, regardless of the retail enterprise how to define \"after-sales service\for customer service means: give me the guarantee of return; Delivery time to arrange reasonable; Faster delivery.

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Optimize the commodity structure strategy

In the face of changing goods, how to deal with the upgrading of sell goods is especially important. Optimize the commodity structure, improving the commodity turnover, improve profitability, speed up the turnover of funds, promote domestic retail expansion ability is particularly important.

Measure one: pay close attention to the commodity sales rankings. Now most of the sales and inventory systems are connected to the Internet. Background computer system to be able to sort out its daily, weekly, monthly sales list, you can find that each kind of commodity sales, investigating the cause of the the goods unsold. Measure 2: pay close attention to commodities contribution. Single from the list of goods to choose goods is not enough, should also see the contribution of goods. High sales, high turnover of goods does not necessarily high gross margin, and low turnover of goods are not necessarily lower profits. See commodities contribution aims to find out the stores commodities contribution rate high, the sales and make it better.

List three measures: pay close attention to consumption. This measure will directly affect the contribution margin of goods. For example: day match the gross margin while higher commodity, but because of its large risk and a lot of loss, may earn not to compensate. For loss of goods is generally less order, shall be borne by the supplier at the same time some reasonable wear and tear.

Measure 4: pay close attention to turnover. Goods turnover is also optimize the commodity structure of one of the indicators, who all don't want a product backlog liquidity, so the low turnover of goods cannot be stuck too much.

Measure 5: pay close attention to new product update rate. Store periodically increase the variety of goods, supply market of fresh blood, to stabilize their own fixed customer groups. Update rate of the general goods should be controlled under 10%, the best is around 5%.

The combination of collaborative competition strategy

In the face of strong competitors and market pressures at home and abroad, the domestic retail enterprises in the development of vertical integration ability troubled at the same time, the best level of integration of collaborative competition strategy countermeasure is taken. Small retail enterprises should take the way of merger or affiliated to rapidly expand the scale effect, to find the right partner at the same time, with the method of combining to form a unified value chain network, to form a Shared core competitive advantages.

Strain between the domestic large-scale retail enterprises competition as a partner, and asset restructuring, merger, joint, attract banking, real estate industry to join at the same time, the concentrated enterprise, strengths and advantages of assets and money, find a way of collectivized scale operation. As no longer, business folded, competing with each other, weaken the strength, then who can rapid development. Retailers use the strategic alliance management, and thus make the enterprise concentrate resources, continuously compensate and improve their core competitiveness.

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3.Discuss three advantages and three disadvantages of the following retail locations:downtown (CBD), regional shopping center, freestanding.

Everything has two sides. Different retail locations also have their own advantages and disadvantages.First of all, we are going to discuss is CBD. CBD’s advantages are the following:

1.traffic developed, to facilitate travel.

2.the population is concentrated, residential senior.

3 the downtown business district, commercial center, shopping convenience.

4.the city is the region's political, economic, cultural center, the degree of development of all aspects of the area around the relatively high.draws people into areas during business hours

The disadvantages are: high security required, shoplifting, parking is poor, evenings and weekends are slow.

For example,Of the world's most successful CBD is often with a strong industrial agglomeration effect, the ground of attracting numerous financial, insurance, accounting and other service industry of world famous enterprises. CBD core in Manhattan's financial district, Wall Street, just focus on dozens of Banks,

insurance companies, exchange and hundreds of big company headquarters. Manhattan CBD become the catalyst of the development of the city, international and transnational trade organizations in New York City high concentration,. the second retail location is regional shopping center. Its advantages are having many different types of stores ,many different assortments available,never worry about the weather,comfortable surrounding to shop,uniform hours of operation and so on.

Disadvantages :Occupancy costs are high Tenants may not like mall management control of operations Competition can be intense

The third retail location is freestanding sites.Here are its advantages: 1.With their own top-level domain, top-level domain features: easy to remember, easy to promote, let users in the consumption of your goods, can quickly and accurately find your site.

2. Create own brand, has a larger pattern. Independent online store on yourself, have their own online shop signs, store LOGO LOGO, can better show the business culture of enterprise and individual store, your efforts also can let you online stores, effectively improve brand image.

3.The expansion of network market. With their own website, still can make network market expansion at the same time, through independent website system supplier custom agents, distributors, such as platform function, enrich and expand the network market, expand the scope of sales, produce better benefits

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Disadvantages: Compared with baobab , general online shopping people still like to go to website to choose some big purchase, the freestanding Sites’customers may not be too much, then there is some web sites to provide you with the online optimization, if so also take their own optimization, optimization must find a professional person to do it. Not to say that learning to learn, and, in the short term will not have the too big gains.

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