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目 录 摘要···································································································································· III 内容来自www.paper51.com
Abstract······························································································································· IV 内容来自www.paper51.com
一、中国零售业发展概述·································································································· 1 paper51.com （一）零售业的定义及其分类··················································································· 1 paper51.com （二）中国零售业的生存现状··················································································· 1 内容来自www.paper51.com 1、新旧业态并存发展·························································································· 1 内容来自www.paper51.com 2、零售业现代化水平提高·················································································· 2 paper51.com 3、外资大举进入·································································································· 2 http://www.paper51.com （三）外商对我国零售业的挑战··············································································· 2 paper51.com 1、外资零售业流通规模大，资本运作能力强·················································· 3 内容来自论文无忧网 www.paper51.com 2、外资零售业经营理念先进·············································································· 3 内容来自www.paper51.com 3、外资零售业适应能力强·················································································· 3 内容来自www.paper51.com 二、成功个案分析：进化中的零售业——屈臣氏·························································· 4 内容来自论文无忧网 www.paper51.com （一）屈臣氏零售业概述··························································································· 4 http://www.paper51.com （二）屈臣氏零售业成功的原因··············································································· 4 内容来自www.paper51.com 1、准确的市场定位······························································································ 4 http://www.paper51.com 2、独特的店铺营销模式······················································································ 7 内容来自www.paper51.com 3、合理的管理模式······························································································ 8 paper51.com 三、由屈臣氏想到的关于中国零售业的思考·································································· 9 内容来自论文无忧网 www.paper51.com （一）提供特色化服务······························································································· 9 copyright paper51.com （二）零售业不应局限于价格竞争··········································································· 9 内容来自www.paper51.com （三）注重专业化、个性化的发展········································································· 10 http://www.paper51.com （四）完善自有品牌战略:························································································ 10 http://www.paper51.com 四、加快发展我国零售业的思路···················································································· 11 copyright paper51.com （一）准确定位，实行本土化战略········································································· 11 copyright paper51.com （二）创新独特的店铺营销理念············································································· 12 内容来自www.paper51.com （三）兼顾自主品牌与大众品牌············································································· 13 http://www.paper51.com （四）转变经营理念································································································· 13 内容来自www.paper51.com
（五）加大技术投资，经营管理网络化、智能化················································· 14 copyright paper51.com （六）走规模化经营道路························································································· 14 copyright paper51.com 结语···································································································································· 14 http://www.paper51.com 参考文献···························································································································· 16 内容来自论文无忧网 www.paper51.com 致谢···································································································································· 17 内容来自www.paper51.com 内容来自论文无忧网 www.paper51.com 一、中国零售业发展概述 paper51.com （一）零售业的定义及其分类 内容来自www.paper51.com
零售业是指通过买卖形式将工农业生产者生产的产品直接售给居民作为生活消费用或售给社会集团供公共消费用的商品销售行业。零售作为一种商务活动，就是向消费者销售用于个人、家庭消费所需商品和服务的过程，它是商品和服务分销过程的最终环节。 内容来自www.paper51.com
零售业的分类。按零售业制可将零售业划分为单体和连锁店；根据零售店铺的结构特点、经营方式、商品结构、服务功能以及选址、商圈、规模、店堂设施、目标顾客和有无固定营业场所等因素可将零售业分为食杂店、便利店、折扣店、超市、大型超市、仓储会员店、百货店、专业店、专卖店、家居建材店、购物中心、厂家直销中心、电视购物、邮购、网上商店等17种业态。 copyright paper51.com （二）中国零售业的生存现状 http://www.paper51.com 我国零售业市场全面开放，使得外资零售企业大量进入我国，这直接影响着中国零售企业积极引进、吸收发达国家先进的管理方法和经营理念，使中国零售业的现代化水平不断提高。但同时也使国内超市面临着能否继续生存下去的威胁。中国零售业主要有以下几个特点： 内容来自论文无忧网 www.paper51.com 1、新旧业态并存发展 copyright paper51.com
对外开放以来，随着消费者需求的变化和零售市场竞争的加剧，大型综合超市、超级市场、便利店、专卖店、家居中心等新型零售业态得到快速发展，成为中国零售业规模扩大的主要动力。尽管受到新型零售业态的巨大冲击，百货商店并没有消失，而是进入了一个调整和转型期，继续保持着中国零售市场的主要业态地位。百货店将原有中低档商品和五金家电等商品分流出去，专注做精品化、品牌化、高毛利、低周转的百货，体现百货公司的层次感、时尚感，引领着时尚变化的潮流。百货零售企业占全社会消费品零售总额的比重仍在稳步增加，其发展的绝对速度仍然维持在较高水平。 http://www.paper51.com 2、零售业现代化水平提高 内容来自论文无忧网 www.paper51.com 近年来，中国零售业现代化水平显著提高。除了现代流通方式和新型零售业态发展较快外，最重要是先进流通经营与管理技术得到了快速的推广。零售商场建立了销售时点管理系统（POS），50％以上大中型商场应用了条形码技术，一大批零售企业建立了管理信息系统（MIS），积极应用电子数据交换系统（EDI）和互联网（INTERNET）等现代搞科技信息技术，推进企业信息化建设和电子商务，极大地提高了管理水平，降低了流通费用。 copyright paper51.com |