零售管理课件1

1、Chapter 1 Introduction to the World of Retailing What 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

2、 use. James Darell/Getty Images 2 Examples of Retailers Retailers: Kohls, Macys, Wendys, A, 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 Ame

3、rica, Costco The McGraw-Hill Companies, Inc./Andrew Resek, photographer The McGraw-Hill Companies, Inc./John Flournoy, photographer 3 Retailing is a High Tech Industry Selling Merchandise over the Internet Using Internet to manage supply chains Analyze POS data to tailor assortments to stores Comput

4、er systems for merchandise planning Ryan McVay/Getty Images 4 新技术环境下零售商业模式创新的路径新技术环境下零售商业模式创新的路径 5 苏宁云商在新技术环境下的商业模式创新苏宁云商在新技术环境下的商业模式创新 （1） 2013年年2月月20日正式改名为日正式改名为“苏宁云商苏宁云商”，以，以“新模新模 式、新组织、新形象式、新组织、新形象”为苏宁的变革方向，以为苏宁的变革方向，以“专专 衍、云融、开放、引领衍、云融、开放、引领”为发展主题。创新内容：为发展主题。创新内容： 1.打造线上线下无缝对接的打造线上线下无缝对接的O2O业态模

5、式业态模式 Expo超级店将是苏宁未来的主力型门店超级店将是苏宁未来的主力型门店 苏宁易购的苏宁易购的“超电器化超电器化” 2013年年6月宣布线上线下价格统一月宣布线上线下价格统一 6 苏宁云商在新技术环境下的商业模式创新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。的

6、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、虚实紧密结合通过线上线下无缝对接、虚实紧密结合 ，消费者获得，消费者获得基基 于客户需求的各类增值服务、内容服务和解决方案于客户需求的各类增值服务、内容服务和解决方案 打出打出“免年费、免平台使用费、免保证金免年费、免平台使用费、免保证金”的的“三免三免” 政策吸引百货类卖家入驻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变革配套的治

7、理结构（从原有的矩阵式组织转变为事业部 组织模式组织模式 专专业、垂直、开放、融合、扁平、自主业、垂直、开放、融合、扁平、自主 7 Nature of Retail Industry is Changing Mom and Pop Store To Todays Retailer 8 Worlds Largest Retailers 9 The Distribution Channel 10 Manufacturing, Wholesaling and Retailing Vertical Integration firm performs more than one set of activ

8、ities Ex: retailer invests in wholesaling or manufacturing Backward Integration retailer performs some distribution and manufacturing activities Ex: JCPenney sells Arizona jeans (Private Label) Forward Integration manufacturers undertake retailing activities Ex: Ralph Lauren operates its own stores

9、11 How Retailers Add Value Break Bulk -Buy it in quantities customers want Hold Inventory -Buy it at a convenient place when you want it Provide Assortment -Buy other products at the same time Offer Services -See it before you buy, get credit, layaway Ryan McVay/Getty Images 12 How Retailers Add Val

10、ue The value of the product and service increases as the retailer performs functions. Bicycle is developed at manufacturer Bicycle is developed in several styles Bicycle is offered in convenient locations in quantities of one Bicycle is featured on floor display Bicycle can be bought on credit or pu

11、t on layaway 13 Social and Economic Significance of Retailing Community Support Over $3.4 trillion in annual U.S. sales greater than medical care, housing, recreation combined Employs 27 million people 21% of non-agricultural US workforce Management training opportunities Entrepreneurial opportuniti

12、es 14 Retailing is Big Part of Economy Services (45.8%) Manufacturing (11.2%) Retail (21.8%) Government (16.6%) Other 5.6% 15 Comparison of Distribution Channels Across the Globe 16 Retail Mix Retail Strategy Customer ServiceLocation Merchandise Assortment Pricing Communication Mix Store Design and

13、Display 17 Macys Retail Mix Retail Strategy Customer ServiceLocation Merchandise Assortment Pricing Communication Mix Store Design and Display 18 Macys Retail Mix Enclosed Malls Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design Location Strategy 19 Macys Reta

14、il Mix Location Pricing Communication Mix Store Design and Display Customer Service Many Items in Apparel and Soft Home Assortment Strategy 20 Macys Retail Mix Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Moderate with Frequent Sales Pricing Strategy 21

15、 Macys Retail Mix Communication Mix TV, Newspaper Ads and Special Events Store Design And Display Merchandise Assortment Pricing Customer Service Location 22 Macys Retail Mix Store Design and Display Racetrack with Displays Customer ServiceLocation Merchandise Assortments PricingCommunication Mix 23

16、 Macys Retail Mix Customer Service Modest Location Merchandise Assortment Pricing Communication Mix Store Design and Display 24 Targets Retail Mix Retail Strategy Customer ServiceLocation Merchandise Assortment Pricing Communication Mix Store Design and Display 25 Targets Retail Mix Free-standing St

17、ores Customer Service Merchandise Assortment Pricing Communication Mix Store Display And Design Location Strategy 26 Targets Retail Mix Location Pricing Communication Mix Store Design and Display Customer Service Large Number of Categories Private Labels Few Items in Each Category Assortment Strateg

18、y 27 Targets Retail Mix Location Communication Mix Store Design and Display Customer Service Merchandise Assortment Low to Modest Pricing Strategy 28 Targets Retail Mix Communication Mix TV and Newspaper Insert Ads Store Design And Display Customer Service Location Merchandise Assortment Pricing 29

19、Targets Retail Mix Store Design and Display Colorful, wide aisles displays for products with a grid layout Customer ServiceLocation Merchandise Assortments PricingCommunication Mix 30 Targets Retail Mix Customer Service Limited Location Merchandise Assortment Pricing Communication Mix Store Design a

20、nd Display 31 JCPenneys Strategic Evolution Main Street private label soft goods retailer Changes in environment - increased disposable income, growth of suburbs, interstate highway program Emulate Sears in enclosed suburban malls Focus on soft goods - drop automotive, sporting goods, hardware Devel

21、op catalog, develop electronic retailing Stand alone stores Centralized checkout 32 Organic and natural foods supermarket chain Assortment beyond organic/natural foods Private labels - Whole Food, 360 Day Value Love, trust, and employee empowerment Always innovation: Candy Island Lamar Street Greens

22、 Fifth Street Seafood In-store Massage Therapist Whole Foods Implementation 33 Ethical Situations for a Retail Manager Should 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 w