零售企业“快闪店”营销方式探讨

发布时间：2018-01-06 04:15

本文关键词：零售企业“快闪店”营销方式探讨　出处：《商业经济研究》2017年21期 　论文类型：期刊论文

更多相关文章： 零售业 快闪店 营销方式 消费结构

【摘要】：随着居民消费结构的变化以及电子商务的快速发展,传统零售业面临严峻挑战。传统零售业以百货超市为主,品牌单一、租赁成本高、消费者聚集能力差等问题突出,使得传统零售业消费人群规模逐渐减少、商场空置率增加,零售业整体发展持续低迷。"快闪店"作为零售业的一种新型业态,通过经营时间短暂、店铺选址灵活、提供个性化服务及产品,顺应了现代零售业发展趋势。但是如何灵活运用和发展"快闪店",是当今各大零售企业与商业空间的重要研究内容。本文主要通过分析零售业发展现状,梳理"快闪店"含义及发展现状,结合案例分析"快闪店"营销关键点,总结了零售企业"快闪店"的营销方式。
[Abstract]:With the change of consumer structure and the rapid development of e-commerce, the traditional retail industry is facing severe challenges. The traditional retail business is dominated by department stores, with a single brand and high rental costs. The problems such as poor gathering ability of consumers make the scale of traditional retail consumers decrease gradually, the vacancy rate of shopping malls increases, and the overall development of retail industry continues to be depressed. "Flash store" as a new type of retail business. Through short operating time, flexible location, personalized service and products, it conforms to the development trend of modern retail industry. But how to flexibly use and develop "flash store". It is an important research content of retail enterprises and commercial space. This paper analyzes the current situation of retail business development, combs the meaning and development of "flash store", and analyzes the key points of "flash store" marketing in combination with a case study. This paper summarizes the marketing methods of "flash store" in retail enterprises.
【作者单位】：郑州成功财经学院;
【分类号】：F274
【正文快照】： 引言零售业是指对消费人群或社会集团提供生活消费品以及相关服务的活动,其主要产品多数是人们的生活资料和服务。由于社会经济的快速发展,零售业实体店铺销售与电商销售的结合已经较为普遍,零售的形式主要包括零售商店、无店铺零售、联合销售以及新型零售业态(例如特许经营、

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