本文選題：零售情景 + 價(jià)值方案�。� 參考：《商業(yè)研究》2010年04期

【摘要】：在零售情景下,傳統(tǒng)營(yíng)銷組合范式具有一定的局限性。這是因?yàn)閭鹘y(tǒng)營(yíng)銷組合框架是以制造商為視角構(gòu)建起來(lái)的,而制造商與消費(fèi)者交換的內(nèi)容同零售商與消費(fèi)者交換的內(nèi)容是不同的。制造商向消費(fèi)者提供的是價(jià)值方案,零售商向消費(fèi)者提供的是合格價(jià)值方案的獲取過(guò)程。因此,獲取過(guò)程是零售商與消費(fèi)者交換的基本內(nèi)容。效率、樂(lè)趣、費(fèi)用、溝通是消費(fèi)者與零售商發(fā)生交換的四個(gè)必要條件,即零售營(yíng)銷的四項(xiàng)基本功能。零售營(yíng)銷活動(dòng)的功能性歸屬分別是:定價(jià)屬于費(fèi)用類別,廣告屬于溝通類別,物理環(huán)境的設(shè)計(jì)與管理屬于樂(lè)趣類別,商品組合、選址、商店布局、物流與結(jié)算屬于效率類別。
[Abstract]:In the retail situation, the traditional marketing combination paradigm has some limitations. This is because the traditional marketing combination framework is built in the perspective of the manufacturer, and the content of the exchange between the manufacturer and the consumer is different from the content exchanged between the retailer and the consumer. The acquisition process is the acquisition process of the qualified value scheme. Therefore, the acquisition process is the basic content of the exchange between the retailer and the consumer. Efficiency, pleasure, cost and communication are the four essential conditions for the exchange between consumers and retailers, that is, the four basic functions of retail marketing. The functional attribution of retail sales activities is: Pricing belongs to the fee. By category, advertising belongs to the category of communication. The design and management of physical environment belongs to the fun category. The combination of goods, the location, the layout of the store, the logistics and the settlement belong to the efficiency category.
【作者單位】： 吉林大學(xué)商學(xué)院;
【分類號(hào)】：F274

【共引文獻(xiàn)】

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1 鐘聲;電力銷售市場(chǎng)之客戶關(guān)系策略[J];廣西電力;2003年01期

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1 李曉龍;;零售情景下?tīng)I(yíng)銷組合的基礎(chǔ)與框架探索[J];商業(yè)研究;2010年04期

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本文編號(hào)：1968933