GRN（上海）公司零售店坪效提升策略研究

发布时间：2018-01-01 21:06

本文关键词：GRN（上海）公司零售店坪效提升策略研究　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：国产运动服饰品牌在经历了2000年开始的黄金十年的快速发展,成就了诸如李宁、安踏、361、特步、匹克、鸿星尔克、GRN等规模体量大、发展态势良好的品牌,截至2010年年底,李宁店数约8000家,安踏约7500家,361度和匹克都约7000家,特步也达到6500家,其中鸿星尔克和GRN也维持在5000家的体量。然而从2011年开始,整个行业面临渠道饱和、租金成本上涨、产品同质化、及过度竞争等现象,国产各运动品牌进入了大规模缩减渠道数量,大力度的降解库存,同时销售规模、利润也开始下滑,在这种情况下,过去十年中的“黄金时代”已经悄然离去。面临激烈的竞争,那么国产运动品牌如何才能够在残酷的行业洗牌中得以生存,在渠道规模缩减的情况下,只有从单店效益着手进行提升,这是国产运动服饰品牌要进行经营思路上的一大转变,那就是从粗放型经营,向精细化运作转变,通过单店运营能力的提升,从而提升店铺的坪效。提升销售额就是提升坪效,销售额主要由客单价和客单量两部分组成,本文从影响这两个版块的因素出发,以GRN(上海)公司作为分析案例,重点分析渠道优化、形象提升、促销调整、数据化营销等提升策略,并通过组织架构、物流效率、激励制度等后台支持系统的优化来间接推动单店业绩的提升,希望在推动该企业零售店坪效提高,盈利能力改善方面提供一些帮助。
[Abstract]:Domestic sportswear brands in experienced rapid development began in 2000 ten years of achievements, such as Lining, Anta, XTEP, PEAK 361, GRN, Erke, large body size, good momentum of development of the brand, by the end of 2010, the Lining store number about 8000, about 7500 of Anta, 361 and Pikedouyue 7000 home, XTEP has reached 6500, of which GRN and Erke has remained at 5000 volumes. However, from the beginning of 2011, the whole industry is facing the channel saturation, the rental costs, product homogeneity, and the phenomenon of excessive competition, the domestic sports brand has entered a number scale to reduce channel inventory degradation of great strength, at the same time the scale of sales, profits began to decline, in this case, in the past ten years "golden age" has quietly left.
Facing the fierce competition, the domestic sports brand how to survive in the fierce industry reshuffle, in the channel to reduce the size of the case, only from a single store to enhance efficiency, this is the domestic sportswear brands to make a big change in business ideas, that is from extensive management to fine change through the operation, single store operation capabilities, so as to enhance the store floor effect.
Sales promotion is to enhance the efficiency floor, mainly by the sales price and single passenger volume of two parts, the influence factors of the two sections of the GRN (Shanghai) Company as the case analysis, focuses on the analysis of channel optimization, image promotion, promotion adjustment, data marketing promotion strategy, and through the organization logistics efficiency, incentive system, optimize the support system to indirectly promote the store performance improvement, in the hope to promote the enterprises to improve the efficiency of retail shop ping, profitability improvement to provide some help.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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