文档介绍：摘要
21世纪以来,国外大型零售企业,纷纷踏入中国这块土地,与此同时,国内零售企业也雨后春笋般的紧跟其后。经过多年来的发展,全球知名零售企业有多家在我国形成了相当的规模,还不断地扩大经营范围。面对激烈的市场竞争环境,由于我国零售企业存在资金来源和投资方向结构较为单一,规模小、网点分布不尽合理,经营管理水平尚处于低层次等缺陷,在激烈的国际竞争中明显处于劣势,我国零售企业将何去何从。显然,选择退却不是办法,只能借鉴外国零售企业的优势,努力克服自身的缺陷,扬长避短,寻找出适合自身的发展之策。在我国零售企业面临国内市场国际化之际,本文通过分析国际零售企业的竞争策略,结合中国零售市场发展的现状和前景,主要介绍了有助于发展我国零售业,提高综合竞争力的几点战略性建议,主要包括第一章所介绍的当前我国零售企业的现状及当前的营销策略,以及随后几章为提高我国零售企业综合竞争力的各种策略,其中第二章介绍了零售企业定价战略,第三章介绍了零售企业全程式服务战略,第四章介绍了零售企业维系顾客忠诚策略,最后一章则介绍了我国传统零售企业基于互联网的营销战略。希望能为我国的零售业在未来的竞争中开辟更为广阔的发展空间做出一点贡献。
关键词:
零售企业;互联网;消费者需求;全程服务;定价策略
ABSTRACT
Since twenty-first Century, foreign large-scale retail enterprises have entered China, the land, at the same time, the domestic retail enterprises are also like bamboo shoots after a spring rain followed by. After years of development, the global well-known retail enterprises have much home in China formed a considerable scale, but also continue to expand the business scope. The face of fierce petition environment, due to China's retail enterprises are sources of funds and investment direction of construction is relatively single, small scale, the unreasonable work, management level is still at a low level and other defects, in the fierce petition is in inferior position apparently, the retail enterprises in our country will decide on what path to follow. Apparently, not the way choice of retreat, can draw lessons from foreign retail business advantages, efforts to e their ings, weaknesses, to find out the suitable development strategy. In the Chinese retail enterprises are facing the domestic market internationalization when, through the analysis of the petition of retail business strategy, combined with China's retail market development present situation and the prospect, mainly introduced the contribute to the development of China's retail industry, improve petitiveness of the several strategic suggestions, including the first chapter introduces the current situation of Chinese retail the current situation of the enterprise