LI鞋店直营连锁经营模式研究.docVIP

PAGE 2 PAGE 1 LI鞋店直营连锁经营模式研究 摘要：本文总结了LI专销品牌连锁鞋店在发展过程中遇到的各种问题，并对问题逐一进行分析，提出相对应的解决方案。根据组织需求设计一套简单适用的管理信息系统，配合管理制度的建立。本文为LI鞋店从普通鞋店到标准化直营连锁鞋店的过渡时期的发展提出了建议和看法，设计了一套可参考的执行方案。 关键词：专销品牌；直营连锁商店；管理信息系统 The LI shoe store establishment the straight camp Chain store s research Abstract :LI brand shoe sales in Lishui region have been operating for many years, has now opened several branches, also known by many people. However, it found to be hard to continue to expand the size of shoes and restricted by the various factors. LI shoe stores find a suitable way for their own development mode of operation under the current situation. That is direct chain, and need to establish a management information system to achieve informational, enhance the management level. This paper summarizes the LI of the chain of brand shoe stores in the process of development problems encountered and analysis problems one by one, corresponding to the solution. According to the needs of the organization, simple and suitable management information systems should be designed, in fit of the establishment of the management system. This article has many proposals and views for the development of LI shoe sales in the transitional period from a general shoe stores to a direct standardization sales, design a set of implementation programme for references. Key Words: The brand sold; Direct chain; Management information systems 随着市场经济体制的不断完善，我国的零售业对外资全面开放，取得了快速的发展。我国在积极引进外资进入零售业的同时，也引入了一种促进零售业发展的新型的经营模式—连锁经营。成功的连锁经营不仅可以扩大企业规模，增大产品覆盖面，而且能够树立良好的品牌形象，形成一定的影响力。对于生产型企业，多数采用直营连锁模式，这样可以有效地控制销售终端，实行统一的营销方案。加盟连锁模式更为零售业及餐饮业的青睐，企业通过加盟连锁得到了更大的发展，而加盟商在企业的指导帮助下能够轻松拥有自己的店，因此这个销售模式越来越收到大众的关注。 连锁经营不仅是一种经营形式的改变，而且是商业制度的创新，是流通产业结构的重大调整。连锁经营的出现是零售革命的必然与结果，业已成为现代流通产业的基本组织方式，甚至改变了城镇居民的现代生活方式。连锁经营的优势是，经营技术开发的专业化，有利于店铺经营水平的提高；集中化的经营与管理，有利于降低企业的经营成本；有利于提高零售商业的地位，有利于指导生产，组织适销对路的商品；有利于减少商业投资风险；标准化的经营，有利于改善服务，扩大销售。 1 相关理论概述 1.1 专销品牌的概念 品牌就是把企业的形象、知名度、良好的信誉等展示给消费者或者顾客从而在顾客和消费者的心目中形成对企业的产品或者服务品牌形象。品牌通过产品、附加值、承诺和识别与消费者建立关系。品牌是一种视觉符号，企业标志和标