【摘要】：隨著我國(guó)深入實(shí)施"互聯(lián)網(wǎng)+流通"行動(dòng)計(jì)劃,我國(guó)已經(jīng)形成商品經(jīng)濟(jì)為主導(dǎo)、市場(chǎng)在經(jīng)濟(jì)建設(shè)中起決定性作用的新發(fā)展階段。隨著我國(guó)制造業(yè)與互聯(lián)網(wǎng)的深度融合,加快"中國(guó)制造"的轉(zhuǎn)型升級(jí),這給我國(guó)的零售行業(yè)帶來(lái)了空前的發(fā)展契機(jī)。從20世紀(jì)的八九十年代起,我國(guó)零售行業(yè)的發(fā)展就已獲得顯著成績(jī),連鎖超市、小賣(mài)部等開(kāi)遍全國(guó),對(duì)我國(guó)國(guó)民經(jīng)濟(jì)的發(fā)展起到了重要的支撐作用,而在我國(guó)經(jīng)濟(jì)發(fā)展不斷轉(zhuǎn)型升級(jí)的新時(shí)期,原有依靠重工業(yè)的經(jīng)濟(jì)發(fā)展模式已經(jīng)轉(zhuǎn)變成依靠第三產(chǎn)業(yè)的發(fā)展推動(dòng),零售行業(yè)與第三產(chǎn)業(yè)息息相關(guān),零售行業(yè)增長(zhǎng)的同時(shí),為第三產(chǎn)業(yè)占據(jù)國(guó)民經(jīng)濟(jì)總產(chǎn)值的主要份額具有重要作用,但就近幾年的情形來(lái)看,我國(guó)零售行業(yè)的總體營(yíng)銷(xiāo)效率已開(kāi)始慢慢降低,隨著總量的減少,我國(guó)零售行業(yè)進(jìn)入了低速發(fā)展時(shí)期,過(guò)去依靠連鎖形式不斷開(kāi)展的規(guī)模效應(yīng)越來(lái)越弱,零售行業(yè)已告別高速增長(zhǎng)模式。因此,本文的宏觀營(yíng)銷(xiāo)效率研究,有利于我國(guó)的零售行業(yè)通過(guò)不斷提高自營(yíng)和自主品牌商品比例,發(fā)展連鎖經(jīng)營(yíng)、采購(gòu)聯(lián)盟等多種組織形式,實(shí)現(xiàn)零售企業(yè)的降本增效和提質(zhì)增效,使零售行業(yè)通過(guò)信息化、網(wǎng)絡(luò)化、智能化實(shí)現(xiàn)轉(zhuǎn)型升級(jí)的能力提升。
[Abstract]:With the implementation of the "Internet Circulation" Action Plan, China has formed a new stage of development in which the commodity economy is dominant and the market plays a decisive role in economic construction. With the deep integration of China's manufacturing industry and the Internet, the transformation and upgrading of "made in China" has brought unprecedented opportunities to the retail industry in China. Since the eighties and nineties of the 20th century, the development of the retail industry in China has achieved remarkable results. Chains of supermarkets, small stores and so on have opened all over the country, which has played an important supporting role in the development of the national economy of our country. In the new period of economic development transformation and upgrading in our country, the economic development model that used to rely on heavy industry has been changed to rely on the development and promotion of the tertiary industry. The retail industry is closely related to the tertiary industry, and the retail industry is growing at the same time. It is important for the tertiary industry to occupy the main share of the gross national economic output value. However, in recent years, the overall marketing efficiency of the retail industry in our country has begun to slow down, with the decrease of the total amount. The retail industry of our country has entered a period of low speed development, and the scale effect that relies on the chain form is becoming weaker and weaker in the past, so the retail industry has bid farewell to the high-speed growth model. Therefore, the research on the macro marketing efficiency of this paper is beneficial to the retail industry in our country by continuously increasing the proportion of self-owned and self-owned brand commodities, developing chain operation, purchasing alliance and other organizational forms. In order to realize the efficiency of reducing the cost and improving the quality of the retail enterprises, the ability of the retail industry to realize the transformation and upgrade can be improved through information, networking and intelligence.
【作者單位】： 陜西工業(yè)職業(yè)技術(shù)學(xué)院;
【分類(lèi)號(hào)】：F724.2;F274

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