零售情景下营销组合的基础与框架探索

发布时间：2018-06-02 13:29

本文选题：零售情景 + 价值方案　；参考：《商业研究》2010年04期

【摘要】：在零售情景下,传统营销组合范式具有一定的局限性。这是因为传统营销组合框架是以制造商为视角构建起来的,而制造商与消费者交换的内容同零售商与消费者交换的内容是不同的。制造商向消费者提供的是价值方案,零售商向消费者提供的是合格价值方案的获取过程。因此,获取过程是零售商与消费者交换的基本内容。效率、乐趣、费用、沟通是消费者与零售商发生交换的四个必要条件,即零售营销的四项基本功能。零售营销活动的功能性归属分别是:定价属于费用类别,广告属于沟通类别,物理环境的设计与管理属于乐趣类别,商品组合、选址、商店布局、物流与结算属于效率类别。
[Abstract]:In the retail situation, the traditional marketing combination paradigm has some limitations. This is because the traditional marketing combination framework is built in the perspective of the manufacturer, and the content of the exchange between the manufacturer and the consumer is different from the content exchanged between the retailer and the consumer. The acquisition process is the acquisition process of the qualified value scheme. Therefore, the acquisition process is the basic content of the exchange between the retailer and the consumer. Efficiency, pleasure, cost and communication are the four essential conditions for the exchange between consumers and retailers, that is, the four basic functions of retail marketing. The functional attribution of retail sales activities is: Pricing belongs to the fee. By category, advertising belongs to the category of communication. The design and management of physical environment belongs to the fun category. The combination of goods, the location, the layout of the store, the logistics and the settlement belong to the efficiency category.
【作者单位】：吉林大学商学院;
【分类号】：F274

【共引文献】