零售业:转型期的发展障碍与营销创新

The Obstacles to Development in Transition Period and Marketing Innovation in Retailing Industry

零售业是微观市场营销与宏观市场营销的统一体。日本半个世纪以来以“大店法”的形式对国内大型零售业宏观调控的经验,以及中国20世纪90年代以来大型零售业发展的失控,从正反两方面说明零售业需要宏观调控。在新形势下,零售业的内部营销在微观营销方面可以从服务产品、市场、经营方法、经营战略四个层次进行创新;而其外部营销即宏观营销方面也可以商业街为主体进行整体营销的创新。

Retailing industry is the unity of micro-marketing and macro-marketing.Japan's experience of macro con-trol of domestic big retailing stores by Big Store Act,and the experience of out of control of China's big stores' develop-ment,indicate from two sides that the retailing industry needs to be regulated and controlled by the government.In the new situation,retailing industry can make internal micro marketing innovation in the fields of service products,market,operation method and strategy.On the macro marketing sides,It can also make overall marketing innovation.