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评定一个零售商场优劣的标准是销售,具体的说是营业额高下;零售店的市场定位,需要进行周密、详实的市场调研和准确的市场预测。其市场定位如何,将直接影响到销售;形象、行销和广告,必须紧紧围绕其市场定位展开,它们是一个有机的整体。让我们从美国沃尔玛(1996年8月12日在中国深圳开设沃尔玛购物广场和山姆会员商店)和荷兰万客隆(1996年9月29日在中国广州开设正大万客隆)说起。作为家族企业的沃尔玛,1995年的销售额达940亿美元,相当于
The criteria for assessing the pros and cons of a retail store are sales, specifically turnover; retail market positioning requires careful and detailed market research and accurate market forecasting. Their market positioning, will have a direct impact on sales; image, marketing and advertising, must be closely around its market positioning, they are an organic whole. Let’s start with Wal-Mart in the United States (Wal-Mart Stores and Sam’s Clubs, opened in Shenzhen, China, on August 12, 1996) and Vyckin-Long, Netherlands (Opened in the Chinese city of Guangzhou, China on September 29, 1996). Wal-Mart, a family-owned company, had sales of 94 billion U.S. dollars in 1995, equivalent to