我国零售行业宏观营销效率分析

发布时间：2018-10-08 18:23

【摘要】：随着我国深入实施"互联网+流通"行动计划,我国已经形成商品经济为主导、市场在经济建设中起决定性作用的新发展阶段。随着我国制造业与互联网的深度融合,加快"中国制造"的转型升级,这给我国的零售行业带来了空前的发展契机。从20世纪的八九十年代起,我国零售行业的发展就已获得显著成绩,连锁超市、小卖部等开遍全国,对我国国民经济的发展起到了重要的支撑作用,而在我国经济发展不断转型升级的新时期,原有依靠重工业的经济发展模式已经转变成依靠第三产业的发展推动,零售行业与第三产业息息相关,零售行业增长的同时,为第三产业占据国民经济总产值的主要份额具有重要作用,但就近几年的情形来看,我国零售行业的总体营销效率已开始慢慢降低,随着总量的减少,我国零售行业进入了低速发展时期,过去依靠连锁形式不断开展的规模效应越来越弱,零售行业已告别高速增长模式。因此,本文的宏观营销效率研究,有利于我国的零售行业通过不断提高自营和自主品牌商品比例,发展连锁经营、采购联盟等多种组织形式,实现零售企业的降本增效和提质增效,使零售行业通过信息化、网络化、智能化实现转型升级的能力提升。
[Abstract]:With the implementation of the "Internet Circulation" Action Plan, China has formed a new stage of development in which the commodity economy is dominant and the market plays a decisive role in economic construction. With the deep integration of China's manufacturing industry and the Internet, the transformation and upgrading of "made in China" has brought unprecedented opportunities to the retail industry in China. Since the eighties and nineties of the 20th century, the development of the retail industry in China has achieved remarkable results. Chains of supermarkets, small stores and so on have opened all over the country, which has played an important supporting role in the development of the national economy of our country. In the new period of economic development transformation and upgrading in our country, the economic development model that used to rely on heavy industry has been changed to rely on the development and promotion of the tertiary industry. The retail industry is closely related to the tertiary industry, and the retail industry is growing at the same time. It is important for the tertiary industry to occupy the main share of the gross national economic output value. However, in recent years, the overall marketing efficiency of the retail industry in our country has begun to slow down, with the decrease of the total amount. The retail industry of our country has entered a period of low speed development, and the scale effect that relies on the chain form is becoming weaker and weaker in the past, so the retail industry has bid farewell to the high-speed growth model. Therefore, the research on the macro marketing efficiency of this paper is beneficial to the retail industry in our country by continuously increasing the proportion of self-owned and self-owned brand commodities, developing chain operation, purchasing alliance and other organizational forms. In order to realize the efficiency of reducing the cost and improving the quality of the retail enterprises, the ability of the retail industry to realize the transformation and upgrade can be improved through information, networking and intelligence.
【作者单位】：陕西工业职业技术学院;
【分类号】：F724.2;F274

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