零售终端商业模式的演进及其适应

近年来,日益激烈的竞争导致渠道的扁平化与渠道控制中心向渠道终端或消费者购买一极转移,同时零售终端的商业模式也发生着巨大的变革。对面如此变化,制造商与分销商应调整其分销渠道。零售终端商业模式是分销渠道调整首先考虑的问题。要从研究消费者渠道偏好与购买准则入手,认识与把握零售终端商业模式的演进规律,找到零售终端策略的改进思路。

Evolution of and Adaptation to Commercial Mode of Retail Terminal

Of late years,increasingly drastic market competition has resulted in channel compressed and channel control centre transferred to channel terminal or the consumer purchasing pole,meanwhile the commercial mode of retail terminal has gone through enormous transformation.Facing to such alteration,the manufacturer and the sale agency were required to adjust their sale channels.Therefore,the commercial mode of retail terminal has become the first thing to be adapted.Beginning with studying consumers' channel preference and purchasing guideline,we can cognize and grasp the evolutional law of retail terminal commercial mode for finding out a way to promote retail.