零售营销策略组合及零售业态多样化

Retail Marketing Tactics-Mixture and Diversification of Retail Format

现代零售业的一个种重要特征就是业态的多样化 ,各种新业态层出不穷。而不同业态的主要区别 ,在于其营销策略的组合方式。本文在总结前人关于零售业态演变理论的基础上 ,提出消费者偏好理论 ,指出消费者对零售服务需求的差异性 ,决定了零售经营形态的多样性 ,而消费者需求偏好的改变 ,导致了零售经营形式的改变 ,推动了零售业态的演化和发展。

One of the most important features of modern retailing is diversification of format. Different format has emerged constantly. The major distinction between different formats is the mode of Marketing Tactics-Mixture. This paper advances a theory of consumer favoritism on the basis of summarizing existing theories of retail format evolution, illustrates that the diversity of consumers' needs of retail services determines the diversification of retail format, and that the shift of consumer favoritism leads to the change of retailing operation and promotes the evolution and development of retail format.