中国零售业态分类研究

发布时间：2018-09-06 15:06

【摘要】：随着服务经济的到来,广义零售概念更符合理论与实践发展的趋势。零售业态可分为商品、餐饮和服务零售三大类,对这三大类零售业态营销组合要素及主要纬度进行差异比较,发现它们在价格要素、店址要素、人员要素和沟通要素主要纬度方面不存在差异,而在产品要素、服务要素和环境要素等主要纬度描述方面存在较大差异,这些差异主要与三大零售业态之间产品的无形特征有关。考虑业态创新对零售业态分类的影响,本文提出含业态大类层、核心业态层和业态创新层的三层次的零售业态分类体系,通过展示中国零售业态细分及区分的界限,同时用7个基本营销组合要素,以及具体的2 4个纬度对中国餐饮和服务零售业态组合特征进行分析,旨在拓展零售业理论研究的宽度和深度,提高研究成果的应用范围,推动三大零售业态的健康发展。
[Abstract]:With the arrival of service economy, the concept of generalized retail is more in line with the development trend of theory and practice. The retail format can be divided into three categories: commodity, catering and service retailing. By comparing the marketing combination elements and main latitude of these three kinds of retail formats, it is found that they are in price element, store location element, and so on. There is no difference in main latitude between personnel element and communication factor, but there is great difference in main latitude description of product element, service element and environment factor, etc. These differences are mainly related to the intangible characteristics of products between the three major retail formats. Considering the influence of state innovation on the classification of retail formats, this paper proposes a three-level classification system of retail formats, which consists of three levels: the broad category, the core and the innovation, and by showing the limits of the segmentation and differentiation of the retail business in China. At the same time, 7 basic marketing combination elements and 24 specific latitudes are used to analyze the combination characteristics of catering and service retailing in China, in order to expand the width and depth of the theoretical research of retail trade and to increase the application scope of the research results. To promote the healthy development of the three major retail formats.
【作者单位】：广东工贸职业技术学院经济贸易系;
【基金】：教育部人文社会科学研究一般项目,项目编号:10YJC790177
【分类号】：F724.2

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