發(fā)布時間：2018-01-01 21:06

  本文關(guān)鍵詞：GRN（上海）公司零售店坪效提升策略研究　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 零售店 坪效 客單價 客單量

【摘要】：國產(chǎn)運動服飾品牌在經(jīng)歷了2000年開始的黃金十年的快速發(fā)展,成就了諸如李寧、安踏、361、特步、匹克、鴻星爾克、GRN等規(guī)模體量大、發(fā)展態(tài)勢良好的品牌,截至2010年年底,李寧店數(shù)約8000家,安踏約7500家,361度和匹克都約7000家,特步也達(dá)到6500家,其中鴻星爾克和GRN也維持在5000家的體量。然而從2011年開始,整個行業(yè)面臨渠道飽和、租金成本上漲、產(chǎn)品同質(zhì)化、及過度競爭等現(xiàn)象,國產(chǎn)各運動品牌進(jìn)入了大規(guī)�？s減渠道數(shù)量,大力度的降解庫存,同時銷售規(guī)模、利潤也開始下滑,在這種情況下,過去十年中的“黃金時代”已經(jīng)悄然離去。 面臨激烈的競爭,那么國產(chǎn)運動品牌如何才能夠在殘酷的行業(yè)洗牌中得以生存,在渠道規(guī)�？s減的情況下,只有從單店效益著手進(jìn)行提升,這是國產(chǎn)運動服飾品牌要進(jìn)行經(jīng)營思路上的一大轉(zhuǎn)變,那就是從粗放型經(jīng)營,向精細(xì)化運作轉(zhuǎn)變,通過單店運營能力的提升,從而提升店鋪的坪效。 提升銷售額就是提升坪效,銷售額主要由客單價和客單量兩部分組成,本文從影響這兩個版塊的因素出發(fā),以GRN(上海)公司作為分析案例,重點分析渠道優(yōu)化、形象提升、促銷調(diào)整、數(shù)據(jù)化營銷等提升策略,并通過組織架構(gòu)、物流效率、激勵制度等后臺支持系統(tǒng)的優(yōu)化來間接推動單店業(yè)績的提升,希望在推動該企業(yè)零售店坪效提高,盈利能力改善方面提供一些幫助。
[Abstract]:Domestic sportswear brands in experienced rapid development began in 2000 ten years of achievements, such as Lining, Anta, XTEP, PEAK 361, GRN, Erke, large body size, good momentum of development of the brand, by the end of 2010, the Lining store number about 8000, about 7500 of Anta, 361 and Pikedouyue 7000 home, XTEP has reached 6500, of which GRN and Erke has remained at 5000 volumes. However, from the beginning of 2011, the whole industry is facing the channel saturation, the rental costs, product homogeneity, and the phenomenon of excessive competition, the domestic sports brand has entered a number scale to reduce channel inventory degradation of great strength, at the same time the scale of sales, profits began to decline, in this case, in the past ten years "golden age" has quietly left.
Facing the fierce competition, the domestic sports brand how to survive in the fierce industry reshuffle, in the channel to reduce the size of the case, only from a single store to enhance efficiency, this is the domestic sportswear brands to make a big change in business ideas, that is from extensive management to fine change through the operation, single store operation capabilities, so as to enhance the store floor effect.
Sales promotion is to enhance the efficiency floor, mainly by the sales price and single passenger volume of two parts, the influence factors of the two sections of the GRN (Shanghai) Company as the case analysis, focuses on the analysis of channel optimization, image promotion, promotion adjustment, data marketing promotion strategy, and through the organization logistics efficiency, incentive system, optimize the support system to indirectly promote the store performance improvement, in the hope to promote the enterprises to improve the efficiency of retail shop ping, profitability improvement to provide some help.

【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F721

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 黃海;;我國零售業(yè)對外開放的現(xiàn)狀與趨勢研究[J];北京工商大學(xué)學(xué)報(社會科學(xué)版);2006年03期

2 舒一航;;丁志忠 帶領(lǐng)安踏走世界路[J];東方企業(yè)文化;2009年09期

3 夏帆;;男裝設(shè)計鏈?zhǔn)窖h(huán)工作模式研究[J];紡織學(xué)報;2011年01期

4 周杰;;價格戰(zhàn)與產(chǎn)品差異化——以麥當(dāng)勞、肯德基為例[J];沿海企業(yè)與科技;2008年07期

5 張志成;;我國運動品牌體育營銷組合策略分析[J];中國商貿(mào);2011年35期

6 楊大筠;;快時尚:SPA盈利模式的未來價值[J];中國制衣;2010年12期

7 萬紅;;361°：開創(chuàng)體育營銷“三合一”新模式[J];現(xiàn)代營銷(學(xué)苑版);2007年01期

，

本文編號：1366196