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1、RetailManagement零售管理1.Anoverviewofstrategicretailmanagement(①introduction;②buildingandsustainingrelationshipsinretailing)2.Strategicplanninginretailing3.AnimportantpresentaionaboutwritingastategicplanWeexplorethefieldofretailing,establishingandmaintainingrelationships,andthebasicprinciples
2、ofstrageticplanningandthedecisionsmadeinowningormanagingaretailbusiness.①IntroductionRetailingisthebusinessactivitiesinvolvedinsellinggoodsandservicestoconsumersforpersonal,familyorhouesholduse.Itisthelaststageindistributionprocess.Retalingincludesallofbusniessandpeopleinvolvedinphysically
3、movingandtransferringownershipofgoodsandservicesfromproducertoconsumer.Inadistributionchannel,retailersdofunctionsasthecontactformanufacturers,wholesalersandfinalconsumers.Inthisway,weneedtofigureoutthecomplexrelationshipsinretailing.②BuildingandsustainingrelationshipsWelearnedtodescribeho
4、wbothconsumerrelationshipsandchannelrelationshipsmybenurturedintoday’scompetitivemarketplace.Forrelationshipretailingtowork,enduringrelationshipsareneededwithotherchannelmembers,aswellaswithconsumers.●Toengageinrelationshipretailingwithconsumers,somefactorsshouldbeconsidered:(1)customerbas
5、e--Retailersmustregularlyanalyzetheircustomerbaseintermsofpopulationandlifestyletrends,attitudestowardandreasonsforshopping,thelevelofloyalty.(genderrole,demandmoreetc)(2)customersatisfaction--occurswhenthevalueandcustomerserviceprovidedthrougharetailingexperiencemeetorexceedconsumerexpect
6、aions.Ifnot,customerswillbedissatisfied.Mostconsumersdonotcomplainwhendissatisfied.Theymaythinkthatcomplainingwon’tworkandnoteasytofindthedepartmentwhichdealwithadvice.Toobtainmorefeedback,retailersmustmakeiteasierforshopperstocomplain,makesureshopperbelievetheirconcernsarebeingaddressed.(
7、3)loyaltyprograms--rewardaretailer’sbestcustomers,thosewithwhomitwantslong-lastingrelationships.Theprogramshonorshoppingbehaviorandtherewardareusefulandappealing,andattainableinareasonabletime.Andalso,retailershavetorecognizietherealgoodshoppers,notallshoppers
