奥特莱斯在山东市场的营销模式探析

发布时间：2018-01-22 21:42

  本文关键词： 奥特莱斯 营销模式 品牌组合 业态　出处：《山东师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：零售行业，在一定意义上是人类社会贸易的终端形式，也有很多市场营销的研究者，把零售行业命名为终端销售行业。在行业的发展上，近些年也在市场的竞争压力下，从传统的单一卖场零售，转变为商业综合体、城市中心建设、连锁以及自建他营的合作模式等。而传统的推销也变为电视购物、网络营销等新媒体方式的推广和合作。这也是市场经济环境刺激下，市场营销方式细分化的一种表现。 其中一种模式在本文中详细提出讨论，就是以品牌化、折扣化来进行卖场实体销售的模式。这种模式在西方称为OUTLETS。在我国也称为折扣店、打折店，或者音译为奥特莱斯，本文一概统称为奥特莱斯。从字面我们就可以看到，这一业态最初就是完全西化引进而来，在我国也经历了水土不服、全盘否定，而后理性对待的过程。 本文对奥特莱斯的讨论，目的就是研究这种新型业态从最初的水土不服到近几年的风生水起所历经的过程及成败的因素。哲学告诉我们任何事物都要经历由衰到胜，再到衰的过程，经济活动这一特点更为明确。所以在这一过程中，我们应该做出理性化的分析，通过学习到的市场营销的知识，以及数据化模型的建立，对比国外先进、成熟的运营模式，来指导行业的推广及零售企业在这种业态上的投资运营方法，让我们行业内的企业可以健康有效的发展。 本论文旨在讨论分析奥特莱斯这种基于传统零售商业模式下，发展出的新型业态。每种新型业态的出现，可以理解为在市场经济的竞争体制下，企业为了发展和生存所进行的变革。在近代市场营销理论里，这种变革一般被理解为市场化的细分。当整体消费能力逐步上升，就使得在整个行业领域里开发某一模块作为新的行业变为可能，并能获得较高的利润。奥特莱斯正是在这种变革中应运而生的产物。但是我们也同时关注到，与传统商业理论的细分不同的是，奥特莱斯的行业划分可以分成：最初的业态雏形，是以终端零售商因为竞争压力或者追求资金回笼所进行的销售手段，即我们看到的断码促销、打折促销等方式方法。但是这个时期的奥特莱斯并不能和传统零售作为区分，而仍然依靠传统单一的零售行业。也就是说，各种形式的促销并不是真正意义上的奥特莱斯业态。 奥特莱斯的第二次进化，同样是在市场经济的竞争体制下，行业制造利润被进一本减少，制造商为了寻求高利润或者维护当前利润，，不得不直接建立销售渠道，类似现在我们所谓的格力模式。在这种模式下使得奥特莱斯这种业态出现了进化，即工厂直营店，工厂通过渠道的简单化赢得了利润。工厂直营店也要和奥特莱斯作为区别，这种直营店，必然消耗掉商品的价格和产品的多渠道发展。 在获得短期的高利润后，品牌的无形资产也急速下降，品牌商和厂家不得不寻求进一步方法来缓解这个矛盾。这就使得奥特莱斯出现的第三次进化，即现在的以渠道零售商为主，采取大型商业综合体的形式进行有序，计划性的终端销售。以多品牌、重折扣的手段，通过降低体验成本等方式控制利润，来脱离传统的终端销售，形成了目前市场上的奥特莱斯业态。 从理论角度出发，奥特莱斯的这种业态的出现比传统行业因为追求高利润出发而细分的市场是有所不同的。服装从最初种类单一的长袍马褂，需求和市场把它分成了唐装西服，产生细分行业最多动力的是利润。又从唐装西服发展到目前百家争鸣的阶段，需求和利润同样是最强的动力。举这个例子，旨在说明大多数行业的细分，其实是整个大行业的发展，也是追求更高利润的手段。这些相对大行业出现的小行业，只是在一个在大的行业架构内不停发展的产物。也就是说大多数行业内出现细分，是整个行业发展的一个标记物，更多的是同类产品种类的丰富的表现。 我们谈到任何的商业发展，无论在生产力角度还是经济学角度都不能忽略一个这个商业形态的时代背景。就像最原始的以物换物的交易方式，无论是因为生产力低下，还是因为没有统一货币的出现，都是在当时时代背景的因素下。所以本文将从真正意义上奥特莱斯出现的时代背景开始，逐步分析归纳，比较奥特莱斯在国内外市场的发展及优劣势分析，总结出适合山东市场奥特莱斯发展的营销模式。
[Abstract]:The retail industry, in a certain sense is the terminal form of human society also has many research on trade, marketing, retail industry named terminal sales industry. In the development of the industry in recent years, the competition in the market is also under pressure from the traditional retail stores, into a commercial complex, the center of the city construction. And he built the business chain cooperative mode. While the traditional marketing has become the TV shopping, promotion and cooperation in network marketing and other new media way. This is also the market economic environment under the stimulation of a marketing differentiation.
One of the modes are discussed in detail in this paper, with the brand, discount to marketplace entity sales pattern. This pattern in the West called the OUTLETS. in China is also known as discount stores, discount stores, or, as Les Ott, this paper are collectively referred to as the outlet. Literally we can see. This format is initially introduced to completely westernized, in China experienced a complete negation, and then The climate does not suit one., rational treatment.
This paper discusses on Oteri J, process and factor to the success of the purpose is to study the new format from the first to the last few years The climate does not suit one. fast. After the philosophy tells us everything experienced by the failure to win, and then to decline, the characteristics of the economic activities are more clear. So in this process and we should make a rational analysis, by learning to marketing knowledge, and establish a data model, comparing with foreign advanced and mature mode of operation, to promote and guide the industry of retail enterprises in this format on the investment and operation method, let us industry enterprises can develop healthy and effective.
This paper aims to discuss the analysis of the traditional retail outlets based on the business model, the development of new formats. The emergence of every new format, can be understood as the competition in the market economy system, enterprises in order to survival and development of the change. In the modern marketing theory, this change is generally considered as the market the subdivision. When the overall consumption rose gradually, makes the development of a new industry module as possible in the whole industry, and can obtain higher profits. The outlet is used in this transformation and the product. But we also pay attention to, different from the traditional theory of business segments is Oteri J, the industry division can be divided into: the original format is to form terminal retailers because of competitive pressures or the pursuit of capital returns of sales means that we see The way of breaking codes, promotions, discounts, promotions, etc., but at this time, orter can't distinguish from traditional retail, but still rely on traditional single retailing industry. That is to say, all kinds of promotions are not the real outlets in the true sense.
The second time evolution of outlets, is also in the competition of market economy system, manufacturing industry into a profit is reduced, manufacturers in order to seek high profits or maintain the current profit, to establish direct sales channels, similar is now called GREE mode. In this mode the outlets of this format evolved, i.e. factory outlets, the factory has won the profits through simple channels. Factory outlets and outlets to be identified such outlets, will consume the prices of commodities and products of multi channel development.
In the short term gain high profits, brand intangible assets also declined rapidly, brands and manufacturers have to seek further ways to alleviate this contradiction. This makes the third time evolution outlets appear, which is now the main channel to retailers, take a large commercial complex in the form of an orderly, terminal sales plan. A multi brand, heavy discount means to control profit by reducing the cost of experience etc., from the traditional terminal sales, the formation of current market outlets.
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