零售企业一体化战略分析

An Analysis on the Gleichschaltung Strategy of the Retail Enterprises

随着市场经济环境的变化,我国零售企业面临的竞争形势日趋严峻,尤其是在经济全球化、竞争全球化、国内市场国际化、国内竞争国际化的形势下,中国零售企业将面临与实力雄厚的跨国公司、国内零售企业之间同台竞技的局面。中国的零售企业要在这激烈竞争中生存和发展,必须实行一体化战略,即把商店地址的确定、商品计划和价格策略的确定、购物环境与服务和促销有机结合起来,以实现企业目标。

With the change of market economic environment, the retail enterprises are facing increasingly drastic competition. Especially in the situation of economic and competitive globalization, internationalization of the domestic market and competition, the retail enterprises will definitely face the competition with the powerful multi-national companies and their domestic counterparts. In order to survive the drastic competition and achieve their goals, these enterprises must stick to the Gleichschaltung strategy, i.e. the combination of the confirming the address of the shops, plans of products and their prices and shopping environment with the service and sales promotion.