上海服装市场零售新业态的比较研究

Compare and Study on New Fashion Types of Retailer Appeared in Shanghai

面对当前国内服装产业的发展变化,革新零售业态、控制零售终端已十分重要,而企业只有采取恰当的销售方式才能形成核心竞争力。为此采取抽样调查与全数调查相结合的研究方法,对上海零售市场进行调研,明确总结出四种新出现的服装零售业态:顶级服装百货店、销品茂、大卖场、旗舰店。同时对这四种零售新业态的典型零售店进行了比较分析,归纳了新零售业态营销特征,提出错位发展与竞争的策略。

Facing the development of apparel industry, to innovate type of retailer and control retail terminal has become very important. Apparel companies have to choose proper retail channels to be more competitive. Applying the methods of spot test and whole test to research apparel retail market in Shanghai, this research concluded the existing four models of apparel type of retailer, which are Super Department Store, Shopping Mall, Hypermarket and Flagship Store. At the same time, through comparing and analyzing the typical retail stores respectively, this paper summarized their marketing characteristics and put forward the strategies about competition and supplementary development among the four new retail business models.