中国零售业盈利模式演进及发展趋势

Evolution and Developing Trend of Profit Models in Chinese Retailing

从顾客、零售商和厂商三者利益关系视角，构建包括顾客价值层和零售企业利润层的盈利模式分析框架。对中国零售业盈利模式的分析表明，1990年以前中国零售业的盈利模式是通过销售产品产生的购销差价盈利．1990年至今则是通过展示商品收取渠道（媒体）费用盈利。未来中国零售业的理想盈利模式应是建立顾客、零售商和厂商共赢关系，通过优化“厂商-零售商-顾客”的价值链，从购销差价、降低成本和商品展示三方面盈利。

From the perspective of relationship among customers, retailers and manufacturers, the authors established a framework about retailer＇s profit models including the level of customer value and enterprise＇s profit. On the basis of this framework, profit models in Chinese retailing have been analyzed in detail, We found that profit models in Chinese retailing mainly focused on price difference of purchase and sales before 1990, while focused on charging channel fees by displaying merchandise from 1990 to present, But in the future, ideal profit models in Chinese retailing should be the win-win relationship among customers, retailers and manufacturers, This kind of profit model could be realized through optimizing value chain of manufacturerretailer- customer, and earned from price difference of purchase and sales, cost cuts as well as merchandise display.