零售企业竞争战略制定的误区解析

Removing Misunderstanding of Crafting CompetitiveStrategies in Retailing Companies

在激烈的市场竞争中,零售企业只重商品和服务的提供而置顾客需求于不顾的"营销近视症"已较为少见,了解顾客需求实际上并未得到顾客认可的"新营销近视症"却屡见不鲜。同时,改革开放以来我国商业营销模式发生了根本性转变,网商与传统零售业的竞争日趋激烈,科学制定零售企业竞争战略尤为重要。因此,从相关理论和实证研究解析零售企业在制定竞争战略中易陷入的两大误区,有助于提高零售企业竞争战略制定的有效性。研究认为,零售企业需要识别出顾客期望价值中的保健因素和激励因素,并加以区别对待;还要充分认识自身资源能力条件在顾客价值定位点中的的支撑作用。

In the fierce competitive market, retailing companies are more and more focusing on providing goods and services and satisfying customers＇ needs. Nevertheless, understanding customers＇ needs but failing to satisfy customers is very common. Meanwhile, after the opening to outside world, China＇s business mar- keting modes have undergone fundamental changes. The competition between E- business and traditional re- taihng business is more intense than ever before, and thus scientifically crafting competitive swategies of re- tailing businesses is of paramount importance. So analyzing the two mistmderstandings of crafting competitive strategies in retailing businesses will improve their effectiveness of competitive strategies. The findings show that retailing businesses must identify the hygiene factors and motivating factors in customer expectation val- ues, treat them distinctively, and fully consider the supporting role of personal resource ability conditions in customer value position.