零售营销的困惑与出路

Perplexity with and Way-out for Retail Marketing

本文在《变革前夜:我国零售业发展过程分析》一文表述基础上,进一步提出了我国零售企业面临的五大困惑:业态转型、成本上涨、进退两难、人才老化、优化系统,这也是我国零售进一步发展的五个基本问题。同时提出了走出困惑的三个方向及具体对策,包括:战略上要重新定义发展目标;组织上要重点调整人才结构;营销上要把握零售本质。

A sequel of An Analysis on the Development of China＇s Retail Industry, this article points out that China＇s retail industry is confronted with five perplexities, namely, format transition, increasing costs, development dilemma, aging of business personnel and system optimization.These are also basic problems hindering further development of China＇s retail industry. The article also presents directions and specific measures to tackle these problems, which include strategic redefinition of development goals, organizational readjustment of business personnel structure, and a good understanding of the essence of retail marketing.