零售管理课件1.pptx
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零售管理课件1.pptx
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Chapter1,IntroductiontotheWorldofRetailing,WhatisRetailing?
Retailingasetofbusinessactivitiesthataddsvaluetotheproductsandservicessoldtoconsumersfortheirpersonalorfamilyuse.,Aretailerisabusinessthatsellsproductsand/orservicestoconsumersforpersonalorfamilyuse.,JamesDarell/GettyImages,2,ExamplesofRetailers,Retailers:
Kohls,Macys,Wendys,A,JiffyLube,AMCTheaters,AmericanEagleOutfitter,KrogerFirmsthatareretailersandwholesalersthatselltootherbusinessaswellasconsumers:
OfficeDepot,TheHomeDepot,UnitedAirlines,BankofAmerica,Costco,TheMcGraw-HillCompanies,Inc./AndrewResek,photographer,TheMcGraw-HillCompanies,Inc./JohnFlournoy,photographer,3,RetailingisaHighTechIndustry,SellingMerchandiseovertheInternetUsingInternettomanagesupplychainsAnalyzePOSdatatotailorassortmentstostoresComputersystemsformerchandiseplanning,RyanMcVay/GettyImages,4,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
(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一,6,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,7,NatureofRetailIndustryisChanging,MomandPopStore,ToTodaysRetailer,8,WorldsLargestRetailers,9,TheDistributionChannel,10,Manufacturing,WholesalingandRetailing,VerticalIntegrationfirmperformsmorethanonesetofactivitiesEx:
retailerinvestsinwholesalingormanufacturingBackwardIntegrationretailerperformssomedistributionandmanufacturingactivitiesEx:
JCPenneysellsArizonajeans(PrivateLabel)ForwardIntegrationmanufacturersundertakeretailingactivitiesEx:
RalphLaurenoperatesitsownstores,11,HowRetailersAddValue,BreakBulk-BuyitinquantitiescustomerswantHoldInventory-BuyitataconvenientplacewhenyouwantitProvideAssortment-BuyotherproductsatthesametimeOfferServices-Seeitbeforeyoubuy,getcredit,layaway,RyanMcVay/GettyImages,12,HowRetailersAddValue,Thevalueoftheproductandserviceincreasesastheretailerperformsfunctions.,Bicycleisdevelopedatmanufacturer,Bicycleisdevelopedinseveralstyles,Bicycleisofferedinconvenientlocationsinquantitiesofone,Bicycleisfeaturedonfloordisplay,Bicyclecanbeboughtoncreditorputonlayaway,13,SocialandEconomicSignificanceofRetailing,CommunitySupportOver$3.4trillioninannualU.S.salesgreaterthanmedicalcare,housing,recreationcombinedEmploys27millionpeople21%ofnon-agriculturalUSworkforceManagementtrainingopportunitiesEntrepreneurialopportunities,14,RetailingisBigPartofEconomy,Services(45.8%),Manufacturing(11.2%),Retail(21.8%),Government(16.6%),Other5.6%,15,ComparisonofDistributionChannelsAcrosstheGlobe,16,RetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,17,MacysRetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,18,MacysRetailMix,EnclosedMalls,LocationStrategy,19,MacysRetailMix,Location,Pricing,CommunicationMix,StoreDesignandDisplay,CustomerService,ManyItemsinApparelandSoftHome,AssortmentStrategy,20,MacysRetailMix,Location,CommunicationMix,StoreDesignandDisplay,CustomerService,MerchandiseAssortment,ModeratewithFrequentSales,PricingStrategy,21,MacysRetailMix,CommunicationMix,TV,NewspaperAdsandSpecialEvents,StoreDesignAndDisplay,MerchandiseAssortment,Pricing,CustomerService,Location,22,MacysRetailMix,StoreDesignandDisplay,RacetrackwithDisplays,CustomerService,Location,MerchandiseAssortments,Pricing,CommunicationMix,23,MacysRetailMix,CustomerService,Modest,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,24,TargetsRetailMix,RetailStrategy,CustomerService,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,25,TargetsRetailMix,Free-standingStores,LocationStrategy,26,TargetsRetailMix,Location,Pricing,CommunicationMix,StoreDesignandDisplay,CustomerService,LargeNumberofCategoriesPrivateLabelsFewItemsinEachCategory,AssortmentStrategy,27,TargetsRetailMix,Location,CommunicationMix,StoreDesignandDisplay,CustomerService,MerchandiseAssortment,LowtoModest,PricingStrategy,28,TargetsRetailMix,CommunicationMix,TVandNewspaperInsertAds,StoreDesignAndDisplay,CustomerService,Location,MerchandiseAssortment,Pricing,29,TargetsRetailMix,StoreDesignandDisplay,Colorful,wideaislesdisplaysforproductswithagridlayout,CustomerService,Location,MerchandiseAssortments,Pricing,CommunicationMix,30,TargetsRetailMix,CustomerService,Limited,Location,MerchandiseAssortment,Pricing,CommunicationMix,StoreDesignandDisplay,31,JCPenneysStrategicEvolution,MainStreetprivatelabelsoftgoodsretailerChangesinenvironment-increaseddisposableincome,growthofsuburbs,interstatehighwayprogramEmulateSearsinenclosedsuburbanmallsFocusonsoftgoods-dropautomotive,sportinggoods,hardwareDevelopcatalog,developelectronicretailingStandalonestoresCentralizedcheckout,32,OrganicandnaturalfoodssupermarketchainAssortmentbeyondorganic/naturalfoodsPrivatelabels-WholeFood,360DayValueLove,trust,andemployeeempowermentAlwaysinnovation:
CandyIslandLamarStreetGreensFifthStreetSeafoodIn-storeMassageTherapist,WholeFoodsImplementation,33,EthicalSituationsforaRetailManager,Shouldaretailersellmerchandisethatissuspectswasmadeusingchildlabor?
Shoulditadvertisethatitspricesarelowestinareaeventhoughsomeitemsarenot?
Shouldabuyeracceptanexpensivegiftfromavendor?
Shouldsalespeopleusehigh-pressuresaleswhentheyknowtheproductisnotthebestforthecustomersneeds?
Shouldaretailergivepreferencetominoritieswhenmakingapromotiondecision?
Shouldaretailertreatsomecustomersbetterthanothers?
34,MisconceptionsAboutCareersinRetailing,DontneedcollegeLowpayLonghoursBoringDead-endjobNobenefitsEveryoneispart-timeUnstableenvironmentNoopportunityforwomenandminorities,TheMcGraw-HillCompanies,Inc./AndrewResek,photographer,35,TypesofJobsinRetailing,Mostentryleveljobsareinstoremanagementorbuying,buttheres-accountingandfinance-realestate-humanresourcemanagement-supplychainmanagement-advertising-publicaffairs-informationsystems-lossprevention-visualmerchandising,36,
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