本文關(guān)鍵詞： 奧特萊斯 營(yíng)銷模式 品牌組合 業(yè)態(tài)　出處：《山東師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：零售行業(yè)，在一定意義上是人類社會(huì)貿(mào)易的終端形式，也有很多市場(chǎng)營(yíng)銷的研究者，把零售行業(yè)命名為終端銷售行業(yè)。在行業(yè)的發(fā)展上，近些年也在市場(chǎng)的競(jìng)爭(zhēng)壓力下，從傳統(tǒng)的單一賣場(chǎng)零售，轉(zhuǎn)變?yōu)樯虡I(yè)綜合體、城市中心建設(shè)、連鎖以及自建他營(yíng)的合作模式等。而傳統(tǒng)的推銷也變?yōu)殡娨曎?gòu)物、網(wǎng)絡(luò)營(yíng)銷等新媒體方式的推廣和合作。這也是市場(chǎng)經(jīng)濟(jì)環(huán)境刺激下，市場(chǎng)營(yíng)銷方式細(xì)分化的一種表現(xiàn)。 其中一種模式在本文中詳細(xì)提出討論，就是以品牌化、折扣化來進(jìn)行賣場(chǎng)實(shí)體銷售的模式。這種模式在西方稱為OUTLETS。在我國(guó)也稱為折扣店、打折店，或者音譯為奧特萊斯，本文一概統(tǒng)稱為奧特萊斯。從字面我們就可以看到，這一業(yè)態(tài)最初就是完全西化引進(jìn)而來，在我國(guó)也經(jīng)歷了水土不服、全盤否定，而后理性對(duì)待的過程。 本文對(duì)奧特萊斯的討論，目的就是研究這種新型業(yè)態(tài)從最初的水土不服到近幾年的風(fēng)生水起所歷經(jīng)的過程及成敗的因素。哲學(xué)告訴我們?nèi)魏问挛锒家?jīng)歷由衰到勝，再到衰的過程，經(jīng)濟(jì)活動(dòng)這一特點(diǎn)更為明確。所以在這一過程中，我們應(yīng)該做出理性化的分析，通過學(xué)習(xí)到的市場(chǎng)營(yíng)銷的知識(shí)，以及數(shù)據(jù)化模型的建立，對(duì)比國(guó)外先進(jìn)、成熟的運(yùn)營(yíng)模式，來指導(dǎo)行業(yè)的推廣及零售企業(yè)在這種業(yè)態(tài)上的投資運(yùn)營(yíng)方法，讓我們行業(yè)內(nèi)的企業(yè)可以健康有效的發(fā)展。 本論文旨在討論分析奧特萊斯這種基于傳統(tǒng)零售商業(yè)模式下，發(fā)展出的新型業(yè)態(tài)。每種新型業(yè)態(tài)的出現(xiàn)，可以理解為在市場(chǎng)經(jīng)濟(jì)的競(jìng)爭(zhēng)體制下，企業(yè)為了發(fā)展和生存所進(jìn)行的變革。在近代市場(chǎng)營(yíng)銷理論里，這種變革一般被理解為市場(chǎng)化的細(xì)分。當(dāng)整體消費(fèi)能力逐步上升，就使得在整個(gè)行業(yè)領(lǐng)域里開發(fā)某一模塊作為新的行業(yè)變?yōu)榭赡埽⒛塬@得較高的利潤(rùn)。奧特萊斯正是在這種變革中應(yīng)運(yùn)而生的產(chǎn)物。但是我們也同時(shí)關(guān)注到，與傳統(tǒng)商業(yè)理論的細(xì)分不同的是，奧特萊斯的行業(yè)劃分可以分成：最初的業(yè)態(tài)雛形，是以終端零售商因?yàn)楦?jìng)爭(zhēng)壓力或者追求資金回籠所進(jìn)行的銷售手段，即我們看到的斷碼促銷、打折促銷等方式方法。但是這個(gè)時(shí)期的奧特萊斯并不能和傳統(tǒng)零售作為區(qū)分，而仍然依靠傳統(tǒng)單一的零售行業(yè)。也就是說，各種形式的促銷并不是真正意義上的奧特萊斯業(yè)態(tài)。 奧特萊斯的第二次進(jìn)化，同樣是在市場(chǎng)經(jīng)濟(jì)的競(jìng)爭(zhēng)體制下，行業(yè)制造利潤(rùn)被進(jìn)一本減少，制造商為了尋求高利潤(rùn)或者維護(hù)當(dāng)前利潤(rùn)，，不得不直接建立銷售渠道，類似現(xiàn)在我們所謂的格力模式。在這種模式下使得奧特萊斯這種業(yè)態(tài)出現(xiàn)了進(jìn)化，即工廠直營(yíng)店，工廠通過渠道的簡(jiǎn)單化贏得了利潤(rùn)。工廠直營(yíng)店也要和奧特萊斯作為區(qū)別，這種直營(yíng)店，必然消耗掉商品的價(jià)格和產(chǎn)品的多渠道發(fā)展。 在獲得短期的高利潤(rùn)后，品牌的無形資產(chǎn)也急速下降，品牌商和廠家不得不尋求進(jìn)一步方法來緩解這個(gè)矛盾。這就使得奧特萊斯出現(xiàn)的第三次進(jìn)化，即現(xiàn)在的以渠道零售商為主，采取大型商業(yè)綜合體的形式進(jìn)行有序，計(jì)劃性的終端銷售。以多品牌、重折扣的手段，通過降低體驗(yàn)成本等方式控制利潤(rùn)，來脫離傳統(tǒng)的終端銷售，形成了目前市場(chǎng)上的奧特萊斯業(yè)態(tài)。 從理論角度出發(fā)，奧特萊斯的這種業(yè)態(tài)的出現(xiàn)比傳統(tǒng)行業(yè)因?yàn)樽非蟾呃麧?rùn)出發(fā)而細(xì)分的市場(chǎng)是有所不同的。服裝從最初種類單一的長(zhǎng)袍馬褂，需求和市場(chǎng)把它分成了唐裝西服，產(chǎn)生細(xì)分行業(yè)最多動(dòng)力的是利潤(rùn)。又從唐裝西服發(fā)展到目前百家爭(zhēng)鳴的階段，需求和利潤(rùn)同樣是最強(qiáng)的動(dòng)力。舉這個(gè)例子，旨在說明大多數(shù)行業(yè)的細(xì)分，其實(shí)是整個(gè)大行業(yè)的發(fā)展，也是追求更高利潤(rùn)的手段。這些相對(duì)大行業(yè)出現(xiàn)的小行業(yè)，只是在一個(gè)在大的行業(yè)架構(gòu)內(nèi)不停發(fā)展的產(chǎn)物。也就是說大多數(shù)行業(yè)內(nèi)出現(xiàn)細(xì)分，是整個(gè)行業(yè)發(fā)展的一個(gè)標(biāo)記物，更多的是同類產(chǎn)品種類的豐富的表現(xiàn)。 我們談到任何的商業(yè)發(fā)展，無論在生產(chǎn)力角度還是經(jīng)濟(jì)學(xué)角度都不能忽略一個(gè)這個(gè)商業(yè)形態(tài)的時(shí)代背景。就像最原始的以物換物的交易方式，無論是因?yàn)樯a(chǎn)力低下，還是因?yàn)闆]有統(tǒng)一貨幣的出現(xiàn)，都是在當(dāng)時(shí)時(shí)代背景的因素下。所以本文將從真正意義上奧特萊斯出現(xiàn)的時(shí)代背景開始，逐步分析歸納，比較奧特萊斯在國(guó)內(nèi)外市場(chǎng)的發(fā)展及優(yōu)劣勢(shì)分析，總結(jié)出適合山東市場(chǎng)奧特萊斯發(fā)展的營(yíng)銷模式。
[Abstract]:The retail industry, in a certain sense is the terminal form of human society also has many research on trade, marketing, retail industry named terminal sales industry. In the development of the industry in recent years, the competition in the market is also under pressure from the traditional retail stores, into a commercial complex, the center of the city construction. And he built the business chain cooperative mode. While the traditional marketing has become the TV shopping, promotion and cooperation in network marketing and other new media way. This is also the market economic environment under the stimulation of a marketing differentiation.
One of the modes are discussed in detail in this paper, with the brand, discount to marketplace entity sales pattern. This pattern in the West called the OUTLETS. in China is also known as discount stores, discount stores, or, as Les Ott, this paper are collectively referred to as the outlet. Literally we can see. This format is initially introduced to completely westernized, in China experienced a complete negation, and then The climate does not suit one., rational treatment.
This paper discusses on Oteri J, process and factor to the success of the purpose is to study the new format from the first to the last few years The climate does not suit one. fast. After the philosophy tells us everything experienced by the failure to win, and then to decline, the characteristics of the economic activities are more clear. So in this process and we should make a rational analysis, by learning to marketing knowledge, and establish a data model, comparing with foreign advanced and mature mode of operation, to promote and guide the industry of retail enterprises in this format on the investment and operation method, let us industry enterprises can develop healthy and effective.
This paper aims to discuss the analysis of the traditional retail outlets based on the business model, the development of new formats. The emergence of every new format, can be understood as the competition in the market economy system, enterprises in order to survival and development of the change. In the modern marketing theory, this change is generally considered as the market the subdivision. When the overall consumption rose gradually, makes the development of a new industry module as possible in the whole industry, and can obtain higher profits. The outlet is used in this transformation and the product. But we also pay attention to, different from the traditional theory of business segments is Oteri J, the industry division can be divided into: the original format is to form terminal retailers because of competitive pressures or the pursuit of capital returns of sales means that we see The way of breaking codes, promotions, discounts, promotions, etc., but at this time, orter can't distinguish from traditional retail, but still rely on traditional single retailing industry. That is to say, all kinds of promotions are not the real outlets in the true sense.
The second time evolution of outlets, is also in the competition of market economy system, manufacturing industry into a profit is reduced, manufacturers in order to seek high profits or maintain the current profit, to establish direct sales channels, similar is now called GREE mode. In this mode the outlets of this format evolved, i.e. factory outlets, the factory has won the profits through simple channels. Factory outlets and outlets to be identified such outlets, will consume the prices of commodities and products of multi channel development.
In the short term gain high profits, brand intangible assets also declined rapidly, brands and manufacturers have to seek further ways to alleviate this contradiction. This makes the third time evolution outlets appear, which is now the main channel to retailers, take a large commercial complex in the form of an orderly, terminal sales plan. A multi brand, heavy discount means to control profit by reducing the cost of experience etc., from the traditional terminal sales, the formation of current market outlets.
浠庣悊璁鴻搴﹀嚭鍙

本文編號(hào)：1455803