零售业的商品开发与营运模式——基于名创优品和生鲜传奇的案例研究

The Pattern of Product Development and Operation in Retail

零售的本质是提供以商品为基础的服务,在互联网时代,商品开发与营运已成为零售的一项核心能力。本文阐述了商品开发的六要素,即品牌、产品、市场规模、物流、IT资讯化系统、商业合作模式,以及商品营运的六定原理,即定位、定数、定品、定价、定区、定架。

Thecore of the retail is to provide the services on the basis of the commodity.In the new era of Internet where content matters most,product development and operations has become a core competence of new retail mode.This article explains the six elements of product development including brand,product,market scale,logistics,IT information systems and business cooperation pattern,as well as the 6 principle of product operation,which is positioning,numbering,product determining,pricing,area determining and frameworkdetermining.