零售情景下营销组合的基础与框架探索

Research on Foundation and Framework of the Marketing Mix in Retail Settings

在零售情景下,传统营销组合范式具有一定的局限性。这是因为传统营销组合框架是以制造商为视角构建起来的,而制造商与消费者交换的内容同零售商与消费者交换的内容是不同的。制造商向消费者提供的是价值方案,零售商向消费者提供的是合格价值方案的获取过程。因此,获取过程是零售商与消费者交换的基本内容。效率、乐趣、费用、沟通是消费者与零售商发生交换的四个必要条件,即零售营销的四项基本功能。零售营销活动的功能性归属分别是:定价属于费用类别,广告属于沟通类别,物理环境的设计与管理属于乐趣类别,商品组合、选址、商店布局、物流与结算属于效率类别。

The conventional marketing mix ＇4P＇ paradigm has limitations in retail settings because the marketing mix framework was developed from the point of view of manufacturers and the content of exchange between retailers and consumers are different from that of exchange between manufacturers and consumers. Retailers serve consumers by delivering quality value propositions made by manufacturers. Therefore, the acquisition process is the fundamental unit of exchange. Efficiency, pleasure, expense and communication are the four necessary conditions for the exchange between retailers and consumers to take place, namely, the four retail marketing functions. Pricing belongs to the category of expense. Advertising belongs to the category of communication. Physical environment belongs to the category of pleasure. Merchandise assortment, location, store layout, and logistic and transaction terms are retail marketing activities that belong to the category of efficiency.