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1996年10月31日,一个大型的货仓式超市——麦德龙(METRO)在上海西北角悄悄开业。自此每天从凌晨到深夜,川流不息的顾客进出麦德龙的巨大卖场,成箱成包地购走各种商品,平均每天销售额高达200万元。这与市内其他大部分区域的行情形成鲜明的反差。麦德龙以其传奇般的经营方式和“一炮打响”的辉煌业绩,引起了社会各界的广泛关注。麦德龙采取的是一种什么样的营销模式?它有哪些经营特色?它对
On October 31, 1996, a large warehouse supermarket, METRO, quietly opened in the northwest corner of Shanghai. Since then, every morning from early morning until late in the evening, endless stream of customers have entered and sold out of METRO’s huge shopping malls. They have purchased various goods in boxes and packages, with an average daily sales of up to 2 million yuan. This is in stark contrast to the market conditions in most other areas of the city. Metro’s legendary operation and brilliant performance have attracted widespread attention from all walks of life. What kind of marketing model does Metro use and what are its operating characteristics?