零售管理课件1

Chapter1IntroductiontotheWorldofRetailing1-2WhatisRetailing?•Retailing–asetofbusinessactivitiesthataddsvaluetotheproductsandservicessoldtoconsumersfortheirpersonalorfamilyuse.Aretailerisabusinessthatsellsproductsand/orservicestoconsumersforpersonalorfamilyuse.JamesDarell/GettyImages1-3ExamplesofRetailersRetailers:Kohl’s,Macy’s,Wendy’s,Amazon.com,JiffyLube,AMCTheaters,AmericanEagleOutfitter,KrogerFirmsthatareretailersandwholesalersthatselltootherbusinessaswellasconsumers:OfficeDepot,TheHomeDepot,UnitedAirlines,BankofAmerica,CostcoTheMcGraw-HillCompanies,Inc./AndrewResek,photographerTheMcGraw-HillCompanies,Inc./JohnFlournoy,photographer1-4RetailingisaHighTechIndustry•SellingMerchandiseovertheInternet•UsingInternettomanagesupplychains•AnalyzePOSdatatotailorassortmentstostores•ComputersystemsformerchandiseplanningRyanMcVay/GettyImages1-5新技术环境下零售商业模式创新的路径1-6苏宁云商在新技术环境下的商业模式创新（1）2013年2月20日正式改名为“苏宁云商”，以“新模式、新组织、新形象”为苏宁的变革方向，以“专衍、云融、开放、引领”为发展主题。创新内容：1.打造线上线下无缝对接的O2O业态模式——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”——2013年6月宣布线上线下价格统一1-7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(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能力。——通过线上线下无缝对接、虚实紧密结合，消费者获得基于客户需求的各类增值服务、内容服务和解决方案——打出“免年费、免平台使用费、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组织模式——专业、垂直、开放、融合、扁平、自主1-8NatureofRetailIndustryisChangingMomandPopStoreToToday’sRetailer1-9World’sLargestRetailers1-10TheDistributionChannelDistributionChannelPPT1-41-11Manufacturing,WholesalingandRetailingVerticalIntegration–firmperformsmorethanonesetofactivitiesEx:retailerinvestsinwholesalingormanufacturingBackwardIntegration–retailerperformssomedistributionandmanufacturingactivitiesEx:JCPenneysellsArizonajeans(PrivateLabel)ForwardIntegration–manufacturersundertakeretailingactivitiesEx:RalphLaurenoperatesitsownstores1-12HowRetailersAddValue•BreakBulk-Buyitinquantitiescustomerswant•HoldInventory-Buyitataconvenientplacewhenyouwantit•ProvideAssortment-Buyotherproductsatthesametime•OfferServices-Seeitbeforeyoubuy,getcredit,layawayRyanMcVay/GettyImages1-13HowRetailersAddValueThevalueoftheproductandserviceincreasesastheretailerperformsfunctions.BicycleisdevelopedatmanufacturerBicycleisdevelopedinseveralstylesBicycleisofferedinconvenientlocationsinquantitiesofoneBicycleisfeaturedonfloordisplayBicyclecanbeboughtoncreditorputonlayaway1-14SocialandEconomicSignificanceofRetailing•CommunitySupport•Over$3.4trillioninannualU.S.salesgreaterthanmedicalcare,housing,recreationcombined•Employs27millionpeople21%ofnon-agriculturalUSworkforce•Managementtrainingopportunities•Entrepreneurialopportunities1-15RetailingisBigPartofEconomyServices(45.8%)Manufacturing(11.2%)Retail(21.8%)Government(16.6%)Other5.6%1-16ComparisonofDistributionChannelsAcrosstheGlobe1-17RetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay1-18Macy’sRetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay1-19Macy’sRetailMixEnclosedMallsCustomerServiceMerchandiseAssortmentPricingCommunicationMixStoreDisplayAndDesignLocationStrategy1-20Macy’sRetailMixLocationPricingCommunicationMixStoreDesignandDisplayCustomerServiceManyItemsinApparelandSoftHomeAssortmentStrategy1-21Macy’sRetailMixLocationCommunicationMixStoreDesignandDisplayCustomerServiceMerchandiseAssortmentModeratewithFrequentSalesPricingStrategy1-22Macy’sRetailMixCommunicationMixTV,NewspaperAdsandSpecialEventsStoreDesignAndDisplayMerchandiseAssortmentPricingCustomerServiceLocation1-23Macy’sRetailMixStoreDesignandDisplayRacetrackwithDisplaysCustomerServiceLocationMerchandiseAssortmentsPricingCommunicationMix1-24Macy’sRetailMixCustomerServiceModestLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay1-25Target’sRetailMixRetailStrategyCustomerServiceLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay1-26Target’sRetailMixFree-standingStoresCustomerServiceMerchandiseAssortmentPricingCommunicationMixStoreDisplayAndDesignLocationStrategy1-27Target’sRetailMixLocationPricingCommunicationMixStoreDesignandDisplayCustomerServiceLargeNumberofCategoriesPrivateLabelsFewItemsinEachCategoryAssortmentStrategy1-28Target’sRetailMixLocationCommunicationMixStoreDesignandDisplayCustomerServiceMerchandiseAssortmentLowtoModestPricingStrategy1-29Target’sRetailMixCommunicationMixTVandNewspaperInsertAds1-30Target’sRetailMixStoreDesignandDisplayColorful,wideaislesdisplaysforproductswithagridlayoutCustomerServiceLocationMerchandiseAssortmentsPricingCommunicationMix1-31Target’sRetailMixCustomerServiceLimitedLocationMerchandiseAssortmentPricingCommunicationMixStoreDesignandDisplay1-32JCPenney’sStrategicEvolution•MainStreetprivatelabelsoftgoodsretailer•Changesinenvironment--increaseddisposableincome,growthofsuburbs,interstatehighwayprogram•EmulateSearsinenclosedsuburbanmalls•Focusonsoftgoods--dropautomotive,sportinggoods,hardware•Developcatalog,developelectronicretailing•Standalonestores•Centralizedcheckout