国内外OUTLETS比较及对策思考

The Current Situation of Outlets in China & Its Development Measures

针对杭州和国内主要城市的OUTLETS进行调研分析,与国外OUTLETS的成功原因比较并找出差距,提出相应对策和展望。研究认为其对策包括:政府扶持;发挥行业协会的宣传引导作用;OUTLETS折扣店自身应加强货源及物流;提高管理水平、员工素质,实行信息化;从服务、购物环境、选址等方面提升营销能力。

This article made an investigation into the market situation of the new retailing mode Outlets in Hangzhou and other main cities in China. It compares the current problems with the reason of success in developed countries, and thus proposes some measures and its prospect. Such as： The government should give some support. The apparel retailing association should carry out some promotion and publicity. The Outlets store itself should strengthen the supplying sources and logistics, improve the management level, the qualification of staff, and the information system. It should also better the merchandising ability from aspects of service, shopping environment and choosing site.