RetailManagement零售管理..docVIP

Retail Management 零售管理 An overview of strategic retail management(①introduction;②building and sustaining relationships in retailing) Strategic planning in retailing An important presentaion about writing a stategic plan We explore the field of retailing,establishing and maintaining relationships,and the basic principles of stragetic planning and the decisions made in owning or managing a retail business. ①Introduction Retailing is the business activities involved in selling goods and services to consumers for personal,family or houeshold use.It is the last stage in distribution process. Retaling includes all of busniess and people involved in physically moving and transferring ownership of goods and services from producer to consumer.In a distribution channel,retailers do functions as the contact for manufacturers,wholesalers and final consumers.In this way,we need to figure out the complex relationships in retailing. ②Building and sustaining relationships We learned to describe how both consumer relationships and channel relationships my be nurtured in today’s competitive marketplace.For relationship retailing to work,enduring relationships are needed with other channel members,as well as with consumers. ●To engage in relationship retailing with consumers,some factors should be considered: customer base--Retailers must regularly analyze their customer base in terms of population and lifestyle trends,attitudes toward and reasons for shopping,the level of loyalty.(gender role,demand more etc) customer satisfaction--occurs when the value and customer service provided through a retailing experience meet or exceed consumer expectaions.If not,customers will be dissatisfied.Most consumers do not complain when dissatisfied.They may think that complaining won’t work and not easy to find the department which deal with advice.To obtain more feedback,retailers must make it easier for shoppers to complain,make sure shopper believe their concerns are being addressed. loy