關于零售業營業環境對銷售的影響

工商管理論文編號:GS109  字數:21309,頁數:29，有外文翻譯
 
目   錄
摘要………………………………………….……………………………………….I
Abstract……………………………...………………………………………………II
1 緒論........................................................1
  1.1 項目背景及目的……………………….……………………………………..1
  1.2 國內外研究狀況……………………….……………………………………..1
  1.3 題目研究方法……………………….………………………………………..2
  1.4 論文構成及研究內容……………….………………………………………..2
  1.5 本文的創新之處………………………….…………………………………..2
2 我國零售業的現狀及存在問題……………….…...……………………………..3
 2.1 零售企業的現狀……………………………………………………………...3
     2.1.1 零售企業的規模在擴大………………………….…………………...3
     2.1.2 零售業經營方式不斷改善……………………….…………………...4
     2.1.3 零售業的市場份額不斷增加…………………….…………………...4
 2.2 我國零售業存在的問題……………………………………………………...5
     2.2.1 百貨商店失去優勢………………………………..…………………..5
     2.2.2 傳統業態定位不夠準確…………………………..…………………..5
     2.2.3 布局不合理……………………………………….…………………...6
     2.2.4 成本投入大…………………………………….……………………...6
     2.2.5 市場類型轉變………………………………….……………………...6
     2.2.6 消費方式的轉變……………………………….……………………...7
     2.2.7 同行業的競爭加劇…………………………….……………………...7
     2.2.8 外資大量涌入………………………………….……………………...8
3 對零售業營業環境的分析………………………………………………………..9
  3.1 營業環境概述………………………………………….……………………..9
 3.1.1 營業環境的概念…………………………………..…………………..9
 3.1.2 營業環境的分類……………………………….……………………..10
  3.2 營業環境的功能……………………………………………………………..13
 3.2.1 銷售…………………………………………….…...………………..13
 3.2.2 說服…………………………………………….…...………………..14
 3.2.3 展現…………………………………………………………………..14
 3.2.4 告知................................................14
 3.2.5 情趣…………………………………………………………………..14
  3.3 營業環境的作用………………………………………...………………15
 3.3.1 突出中心……………………………………………………………..15
 3.3.2 激發興趣……………………………………………………………..15
 3.3.3 啟發理解……………………………………………………………..15
 3.3.4 引導體驗……………………………………………………………..16
4 發展零售業營業環境的策略……………………………………......….17
  4.1 做好營業環境的設計………………………………………......…17
 4.1.1 塑造品牌形象………………………………………………………..17
 4.1.2 組合設計要素………………………………………………………..18
  4.2 優化空間布局………………………………………………...……19
 4.2.1 給顧客一個直觀的感受……………………………………………..20
 4.2.2 通過營業環境體現服務功能………………………………………..21
 4.3 陳列商品…………………………………………………...……….24
 4.3.1 第一磁石點…………………………………………………………..24
 4.3.2 第二磁石點…………………………………………………………..25
 4.3.3 第三磁石點…………………………………………………………..25
 4.3.4 第四磁石點…………………………………………………………..25
結論……………………………………………………………………..………26
參考文獻…………………………………………………………………..……27
致謝…………………………………………………………………………...29

摘  要
 自從我國改革開放以來，特別是我國加入了WT0，我國零售商業飛速發展，走過了國外許多國家幾十年才走過的路。各種零售業態競相推出，極大地滿足了廣大消費者的需求，取得了很大的成績。同時，我們也應清楚地認識到：我國零售業發展是不平衡的，前進的道路上還有不少困難，特別是要對付國內外同行的競爭上，需要做出巨大的努力。
 本文第一部分通過對零售業近年來不斷擴大的規模、增長的銷售總額和穩步增加的零售企業門面以及我國零售業自身的缺陷、我國零售業面臨的壓力和外資對我國零售業的沖擊說明了我國零售業的現狀。第二部分則對零售業的營業環境的種類、功能和作用進行了分析，通過這些分析說明了營業環境對零售業銷售的影響，說明我們設計好零售業的營業環境是重要性。第三部分則以正佳廣場為實例，說明營業環境設計應該堅持的原則和方法。
本文首先通過數據和實例分析了零售業的現狀，然后運用消費者心理學、賣場陳列和市場營銷等知識，從零售業的營業環境進行切入，說明了營業環境對零售業的重要性，然后對營業環境的品類進行說明，再針對現在零售業的營業環境的不足，進而提出了現在營業環境設計的策略。

關鍵詞： 零售業，營銷環境，消費者心理，賣場陳列，市場營銷

Abstract
 Since the reform and opening up, especially after China joined into the WTO, the retail business develops rapidly. China has gone through many ways that the foreign countries have walked for several decades before the road has been taken. Each kinds of retail trade condition are competed to promote, and met the general consumers' need enormously, which has obtained very big result. At the same time, we also should clearly realize: the unbalanced of retail business’ development, the difficulties on the roads ahead, especially the competitions between the domestic and foreign colleagues. It needs to make a huge endeavor.
 In this paper, the first part has expanded the scale, growth in total sales and a steady increase in retail enterprise and our retail’s own shortcomings in recent years. At the same time, China is facing pressure from retail and foreign investors to China's retail sector, which shows the impact of China's retail current situation. The second part has analyzed the types of the retail business environments, functions and roles, then shows that business environment makes a great impact on retail sales. It’s concludes that the well design of the retail business environment is important. The third part takes the GRANDVIEW MALL as an example to explain the principles and methods that business environment should be taken.
 This paper firstly analyzed the retail trade current situations through the data and the examples, then using the consumer psychology, store display and marketing knowledge from the retail business environment for startups. It has noted that the business environment on the importance of the retail industry, then the right type of business environment, and the inadequate description of retail business environment, and makes a strategy of current business environment.
 
Key words: The Retail Trade, The Marketing Environment, The Consumer Psychology, Sells the Field Exhibition, The Market Marketing