我国零售业营销环境变化趋势分析与对策

An Analysis Of the Marketing Environment Of China's Retailing and Countermeasuring Strategy

随着世界经济一体化进程的加快和我国市场经济体制的逐步完善 ,加入国内零售业的竞争对手不断增加 ,经营方式、经营业态日趋多样化 ,消费者的需求也日益个性化、短暂化 ,加上营销人才短缺 ,企业经营将更艰难。为此 ,我国的零售企业必须客观地分析本企业所处的特定营销环境 ,采用新的经营理念、经营思路、营销管理方式。

Great changes have taken place in the marketing environment of retailing in China as time progresses into the 21 Century.These changes focus on:with the acceleration of the globalization and the progressive improvement of the market economy system in China, the number of competitors in China's domestic market has been increased steadily,their operating methods tend to be diversified,customers' demands personalized and subject to change in short time,marketing personnels are in short supply,and the business operation is confronted with many difficulties.Thus,the retailing bodies must objectively analyze their specific marketing environment and react to the changed marketing environment and the challenge from foreign business by means of new operational idea,ways of thinking,management,strategy and business scale.