中国零售业结构性调整分析——2014年中国零售业关店报告

发布时间：2018-04-02 08:56

本文选题：关店现象　切入点：零售业　出处：《中国流通经济》2015年03期

【摘要】：近几年,随着我国经济、消费高速增长时代的结束,受品牌快速扩张、运营成本快速增长、供需矛盾加剧、市场形势变化以及电子商务快速发展等多方面因素影响,零售企业关店现象频繁出现。零售企业关店是我国零售业结构调整与发展方式转变的一种重要表现,对此要辩证地看待。短期看,关店会导致销售额下降,影响零售企业业绩;但长期看,有利于企业调整战略,提高整体利润率与行业集中度,降低外资零售企业影响力。未来零售业销售渠道将进一步向三四线城市拓展下沉,兼并整合将成为零售业自然规律并促使多业态零售商崛起,价格低廉将不再是网络销售的优势,网络销售必须依靠便捷省时、货品丰富齐全来吸引消费者,实体店将逐步演变为全体验性业态,以更好地适应消费者全体验性消费的需求。在我国零售业调结构转方式的大背景下,零售企业必须适应市场需求,努力提高单店效益,以更好地实现调结构转方式的目标;必须转变商业运作模式,改变营销思路,打造新的营销模式,开展多渠道营销;必须适应市场形势,线上线下相互配合,及时调整发展战略。
[Abstract]:In recent years, with the end of the era of rapid economic and consumption growth in our country, affected by the rapid expansion of brands, the rapid growth of operating costs, the intensification of contradictions between supply and demand, the changing market situation and the rapid development of e-commerce, etc. The phenomenon of retail business closing occurs frequently. The closure of retail enterprises is an important manifestation of the adjustment of retail structure and the transformation of development mode in our country, which should be dialectically treated. In the short term, closing stores will lead to the decrease of sales volume and affect the performance of retail enterprises. But in the long run, it will help enterprises adjust their strategies, improve their overall profit margins and industry concentration, and reduce the influence of foreign-funded retail enterprises. In the future, retail sales channels will further expand and sink into third-and fourth-tier cities. Merger and integration will become the natural law of retailing and promote the rise of multi-format retailers. Low prices will no longer be an advantage of online sales, which must rely on convenience, time saving and a wealth of goods to attract consumers. In order to better meet the needs of consumers' total experiential consumption, the retail enterprises must adapt to the market demand and strive to improve the efficiency of single store under the background of adjusting the structure of the retail industry in our country. In order to better realize the goal of adjusting the structure, we must change the business operation mode, change the marketing mentality, create a new marketing model and carry out multi-channel marketing; we must adapt to the market situation and cooperate with each other under the line. Adjust the development strategy in time.
【作者单位】：北京工商大学经济学院;
【基金】：中国食品(农产品)电子商务研究院2014年课题的部分研究成果
【分类号】：F724.2

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