关于零售业营业环境对销售的影响

论文编号:GS109  字数:21309,页数:29，有外文翻译
 
摘  要
 自从我国改革开放以来，特别是我国加入了WT0，我国零售商业飞速发展，走过了国外许多国家几十年才走过的路。各种零售业态竞相推出，极大地满足了广大消费者的需求，取得了很大的成绩。同时，我们也应清楚地认识到：我国零售业发展是不平衡的，前进的道路上还有不少困难，特别是要对付国内外同行的竞争上，需要做出巨大的努力。
 本文第一部分通过对零售业近年来不断扩大的规模、增长的销售总额和稳步增加的零售企业门面以及我国零售业自身的缺陷、我国零售业面临的压力和外资对我国零售业的冲击说明了我国零售业的现状。第二部分则对零售业的营业环境的种类、功能和作用进行了分析，通过这些分析说明了营业环境对零售业销售的影响，说明我们设计好零售业的营业环境是重要性。第三部分则以正佳广场为实例，说明营业环境设计应该坚持的原则和方法。
本文首先通过数据和实例分析了零售业的现状，然后运用消费者心理学、卖场陈列和市场营销等知识，从零售业的营业环境进行切入，说明了营业环境对零售业的重要性，然后对营业环境的品类进行说明，再针对现在零售业的营业环境的不足，进而提出了现在营业环境设计的策略。

关键词： 零售业，营销环境，消费者心理，卖场陈列，市场营销

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

目   录
摘要………………………………………….……………………………………….I
Abstract……………………………...………………………………………………II
1 绪论........................................................1
  1.1 项目背景及目的……………………….……………………………………..1
  1.2 国内外研究状况……………………….……………………………………..1
  1.3 题目研究方法……………………….………………………………………..2
  1.4 论文构成及研究内容……………….………………………………………..2
  1.5 本文的创新之处………………………….…………………………………..2
2 我国零售业的现状及存在问题……………….…...……………………………..3
 2.1 零售企业的现状……………………………………………………………...3
     2.1.1 零售企业的规模在扩大………………………….…………………...3
     2.1.2 零售业经营方式不断改善……………………….…………………...4
     2.1.3 零售业的市场份额不断增加…………………….…………………...4
 2.2 我国零售业存在的问题……………………………………………………...5
     2.2.1 百货商店失去优势………………………………..…………………..5
     2.2.2 传统业态定位不够准确…………………………..…………………..5
     2.2.3 布局不合理……………………………………….…………………...6
     2.2.4 成本投入大…………………………………….……………………...6
     2.2.5 市场类型转变………………………………….……………………...6
     2.2.6 消费方式的转变……………………………….……………………...7
     2.2.7 同行业的竞争加剧…………………………….……………………...7
     2.2.8 外资大量涌入………………………………….……………………...8
3 对零售业营业环境的分析………………………………………………………..9
  3.1 营业环境概述………………………………………….……………………..9
 3.1.1 营业环境的概念…………………………………..…………………..9
 3.1.2 营业环境的分类……………………………….……………………..10
  3.2 营业环境的功能……………………………………………………………..13
 3.2.1 销售…………………………………………….…...………………..13
 3.2.2 说服…………………………………………….…...………………..14
 3.2.3 展现…………………………………………………………………..14
 3.2.4 告知................................................14
 3.2.5 情趣…………………………………………………………………..14
  3.3 营业环境的作用………………………………………...………………15
 3.3.1 突出中心……………………………………………………………..15
 3.3.2 激发兴趣……………………………………………………………..15
 3.3.3 启发理解……………………………………………………………..15
 3.3.4 引导体验……………………………………………………………..16
4 发展零售业营业环境的策略……………………………………......….17
  4.1 做好营业环境的设计………………………………………......…17
 4.1.1 塑造品牌形象………………………………………………………..17
 4.1.2 组合设计要素………………………………………………………..18
  4.2 优化空间布局………………………………………………...……19
 4.2.1 给顾客一个直观的感受……………………………………………..20
 4.2.2 通过营业环境体现服务功能………………………………………..21
 4.3 陈列商品…………………………………………………...……….24
 4.3.1 第一磁石点…………………………………………………………..24
 4.3.2 第二磁石点…………………………………………………………..25
 4.3.3 第三磁石点…………………………………………………………..25
 4.3.4 第四磁石点…………………………………………………………..25
结论……………………………………………………………………..………26
参考文献…………………………………………………………………..……27
致谢…………………………………………………………………………...29

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