从国外实践看零售国际化对东道国的影响及应对策略

本文从供应链效力、水平竞争、消费者文化意识、东道国公共政策及社会文化价值等几方面,建立起零售国际化对东道国影响的分析框架,并且结合许多发展中国家与新兴市场的实例,对东道国政府与本土零售商的应对策略进行了分析.研究表明,政府的策略重点在于通过有效的政策设计适度保护民族零售商业,本土零售商则应通过塑造独特的竞争优势、重新定义市场区域、改变所有权结构等方式,积极应对外资的挑战.     

Retail atmospherics: The impact of a brand dictated theme

Although retail atmospherics has been an active area of study, a glance around a typical mall indicates many retailers still do not actively differentiate their retail environment from competitors. This is likely due to retailers considering the atmospheric elements (lighting, music, etc.) individually and making decisions regarding the elements based on what is “standard” for their customers, merchandise, and format. This approach leads to very little differentiation and fails to consider that today’s consumer is often expecting a more multi-sensory, interactive, and holistic shopping experience. This paper considers an alternative approach, where a brand dictated “theme” is used to guide the manipulation of the atmospheric elements. This allows retail brands to break free from standard design to create a more interactive, immersive, and authentic environment. Outcomes include increases in shopping enjoyment, positive brand attitudes, and brand loyalty. T-tests are utilized to compare the two approaches within both the apparel (Study 1) and restaurant (Study 2) industries.     

Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis

Retailers have always worked to establish close relationships with customers through the retail marketing mix. Thus, the literature has a long tradition of testing the effects of various instruments on retail patronage. This meta-study synthesizes prior research into one comprehensive framework. We use 14,895 effect sizes reported by more than 239,000 shoppers from 41 countries extracted from 350 independent samples, to test the impact of 24 marketing-mix instruments on retail patronage. Specifically, we investigate the direct and indirect effects of these instruments on store satisfaction, word of mouth, patronage intention, and behavior. Product and brand management related instruments display the strongest effects on most outcome variables, whereas price, communication, service and incentive management instruments affect only selected outcomes. Distribution management turns out to be of secondary importance. However, the effectiveness of these instruments depends on the specific shopping context (food/non-food, shopping frequency, single store/agglomeration, hedonic/utilitarian), the retail environment (gross domestic product, country innovativeness, retail sales share, retail employment, Internet era), and the employed method (participant type, study design, data source). Specifically, we reveal most differences for hedonic shopping environments and developed countries. Also, the store’s advertising and atmosphere have gained importance in the Internet era, while purchase incentives, in-store orientation, and store location have lost relevance. This study contributes to a synoptic understanding of the comparable effectiveness of retail marketing instruments on retail patronage. It offers insights into the effectiveness of marketing-mix instruments and provides guidance on whether and when to invest in them. It also presents an agenda for future research on marketing-mix instruments.     

A Case Study: How a Retail Jewelry Store Learned to Compete in the E-Commerce Market Place

ABSTRACT

The Case Study describes how a retail jewelry store adapted to a new e-commerce market place. Until the mid-1990s, their marketing strategy included (1) a large dramatic sign visible from surrounding streets, (2) local print and radio advertising, (3) a sales staff that aggressively pushed the perceived value and emotional component of jewelry, and (4) an after-sales follow-up program. Typical customers were in the lower to middle socio-economic segment.

E-commerce created more knowledgeable customers who recognized their buying alternatives. The Store reacted by developing several proprietary web sites, displaying products in the store “as seen on” the home shopping networks or on various web sites, and offering classes on how to become a more knowledgeable jewelry shopper. During the implementation of the e-commerce changes, problems arose in two areas: project management issues (deadlines, staffing, testing) and cultural adaptation issues. Once these issues were effectively addressed, and the e-commerce changes were implemented, sales stabilized and returned to prior levels.

The Case Study explores a well-known strategic principle: all organizations must monitor their changing environment and adapt accordingly, e-commerce is a current example; there will always be others.     

A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products

Retailers recently became required to provide specific country-of-origin information for muscle cuts of beef, chicken, pork, lamb, and goat. Drawing from the consumer inference and activation theory literatures, hypotheses are offered regarding how consumers use country-of-origin labeling (COOL) to draw inferences related to specific product attributes and how these inferences, in turn, lead to differences in mediation effects for purchase intentions. Results from a pilot study and two experiments reveal that consumers are more likely to purchase meat when it is identified as a U.S. product. Furthermore, the relative strength of the mediating effects of perceived food safety, taste, and freshness differs as expected. The authors show how the direct and indirect effects of the country-of-origin disclosure are attenuated by the presentation of objective information about the meat processing systems of competing countries. Given the recently mandated COOL disclosures, results have important implications for food retailers, members of the supply chain, and consumers.     

季节性产品供应链中的供需管理策略研究

文章针对季节性产品的需求特性提出了基于供应链的季节性产品供需管理策略,并在分析促销对需求的影响的基础上,结合总体计划的制定,探讨了促销时机的选择问题。     

Retail Spectacles and Brand Meaning: Insights from a Brand Museum Case Study

This article explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and brand museums. This research uses an extended case-study method to investigate the World of Coca-Cola brand museum located in Atlanta, Georgia. A brand museum is a type of themed flagship brand store, but there are some unique aspects. One key feature of brand museums is the resemblance to traditional museums, but, in the former, the brand is positioned within historical and educational contexts. Within the brand museum context, this study explains how brand meaning can be expanded along seven dimensions: humanization, socialization, localization, globalization, contextualization, theatricization, and characterization. Retailing implications are discussed.     

Retail internationalization: A review and directions for future research

Abstract

The purpose of this article is to provide a review of scholarly articles that have examined retail internationalization issues. We identify three core areas within RI research: (1) RI drivers and impediments, (2) RI strategy, and (3) RI performance. We also discuss four RI strategy issues that have been examined: (1) RI speed, (2) Foreign market selection, (3) Foreign entry mode, and (4) Strategy employed. Based on the review, we point to multiple areas where RI research is lacking and can contribute to the advancement of the field as well as offer insightful implications for international retail managers.     

A Systematic Review on the Effects of Personalized Price Promotions for Food Products

Recent decades have witnessed the increasing adoption of personalized price promotion (PPP) at grocery stores. Despite the growing body of research debating whether PPP is more effective than untargeted price promotions, there is no literature synthesizing the relevant evidence on food products. Therefore, we conduct a systematic review to examine empirical findings on the effects of PPP targeting food products. Outcomes of 12 identified studies demonstrate larger sales and profit boosting effects of PPP than its non-personalized counterparts. Meanwhile, the results on how this approach influences consumer behavior are mixed. The effectiveness of PPP varies among different targeting strategies (e.g. reward or cross-selling) and information collection methods (e.g. using within- or across-chain data). The findings of this review have important managerial implications for the future evaluation and application of PPP as well as imply potential directions of further research on this topic.     

Performance Implications of a Retail Purchasing Network: The Role of Social Capital

This study employs social capital theory to examine how a retail buyer's network of industry peers influences retail performance. We propose that performance is enhanced by three network resources – access, referral, and influence – that result from two structural facets of a retail buyer's network: contact diversity and contact position. We test the model by collecting sociometric data that measures interpersonal ties among 84 retail buyers operating in the same geographic territory in the U.S. golf industry. The results offer evidence that network resources lead to higher levels of performance, even when accounting for differences in human capital and organizational resources. The paper concludes with a discussion of managerial and theoretical implications.     

Retail services image measurement: an examination of the stability of a numerical comparative scale

The numerical comparative scale (NCS) is a multi-attribute measurement procedure in which the respondent provides simultaneous comparative ratings of multiple objects (i.e., alternative retail stores, products, etc.) using bipolar scales similar to semantic differential scales. Recent research indicates that scales requiring respondents to rate multiple retail stores on an attribute-by-attribute basis may be vulnerable to rating instability problems resulting from rating context effects. The purpose of this paper, therefore, is to examine the evidence of this potential rating instability problem and to report the results of an experiment designed to test the numerical comparative rating scale under conditions that potentially produce context-induced rating instability. The findings indicate the scale is subject to problems of instability resulting from the multiple-store rating context, Based upon the findings, potential methods of increasing the stability of the scale are explored.     

Retail Shelf Allocation: A Comparative Analysis of Heuristic and Meta-Heuristic Approaches

This research presents a retail shelf-space decision model that incorporates a nonlinear profit function, vertical and horizontal location effects, and product cross-elasticity. We propose a linear programming formulation of the nonlinear profit function that can solve the shelf-space problem optimally. We describe potential advances in heuristic and meta-heuristic algorithms and compare the approaches through simulations and a field experiment. We discuss the impact of the number of item facings, vertical location, and horizontal location (e.g., we find the vertical location effect is approximately double the size of the horizontal location effect on profit performance).     

The Effects of Retail Banner Standardization on the Performance of Global Retailers

Global retailers often face an important decision about the extent to which they should standardize or adapt their retail banners, a choice that the authors refer to as retail banner standardization (RBS). Drawing on the international marketing and retailing literatures, this study investigates how RBS affects the performance of global retailers in a longitudinal sample of 69 global retailers from multiple countries and sectors, across ten years. Findings indicate that the role of banner standardization in the successful performance of global retailers depends on retailer and market-level characteristics. Specifically, the results demonstrate that RBS improves retailer profitability as retailers increase their global penetration and emphasize status-based differentiation. Findings also suggest that banner standardization has stronger effects on profitability as retailers increase their focus on emerging markets and e-commerce. However, the authors also find that while RBS increases profits at low levels of global diversity, this effect becomes non-significant as retailers expand to highly diverse foreign markets. As such, the study provides important implications for global retailers while also filling the gap in banner/brand standardization/adaptation research that lies at the intersection of retailing and international marketing.     

果汁褐变机理研究进展

纵观可知,为充分实现水果附加值的全面强化,可运用果汁加工这一有效的措施途径,旨在合理规避由于果汁未能及时出售而造成的经济损失情况出现。然而,在果汁加工进程当中,果汁褐变始终是果汁加工行业所面临的巨大难题,基于此进行研究显得十分重要。     

The Choice of Exclusive Dealing: Economic Rationales and Evidence from French Retail Chains

As one of the most common business practices in retailing, exclusive dealing (ED) restrictions are of great importance for business participants, academics and policy makers. Despite the rich theoretical analysis of this type of vertical restraint, evidence on the rationales of ED remains scarce. This paper uses a simple model to survey the vast theoretical literature on ED, and identifies two opposing motivations for ED contracts: anti-competitive versus efficiency-enhancing motivations. The theoretical predictions are subject to empirical investigation using unique French cross-sectional data encompassing diverse retail sectors. Our estimations provide evidence for both types of motivations for ED contracts, manifesting in different contexts. In particular, we find that the efficiency-enhancing motivation is more likely to explain the choice of ED when suppliers are less concentrated, whereas the anti-competitive motivation is present in highly standardized product markets. Moreover, our results reveal a positive linkage of ED and different types of investments, as part of branding strategy, with important retailing and marketing-related implications. In particular, we show that retailers have to be meticulous regarding the conditions of the retail contract before accepting the ED restriction, which may dampen their business efficiency in the long run.     

Assessing the Impact of Price Promotions on Consumer Response to Online Stockouts

The recent growth of e‐commerce technologies has disrupted the traditional retail environment, leading to more consumers shopping online. While the manner in which consumers shop is changing rapidly, our understanding of how changing consumer behaviors affect retail supply chain management is lacking. In particular, our understanding of how consumers react to stockouts in an online shopping environment remains unclear. Making the challenge even more difficult is the fact that price promotions are heavily used to attract consumers in an online retail environment where consumer switching costs are low. This research develops a theoretical framework, based on expectation‐disconfirmation theory, to explain the effect of price promotions on consumer expectations of product availability and their reactions to stockouts in an online retail environment. Surprisingly, our findings suggest that consumers are actually less dissatisfied with a stockout of a price promoted item than a nonprice promoted product and are less likely to switch to another retailer's website. These findings may suggest that price promotions actually create a type of switching cost in the online retail environment, leading to interesting implications for researchers and supply chain managers.     

Retail buyer segmentation based on the use of assortment decision factors

The purpose of this study is to provide detailed information about apparel retail buyers' buying behaviors based on their use of assortment decision factors. After interviews with five retail buyers and merchandisers, surveys were conducted in Seoul, South Korea for this exploratory study. Apparel retail buyers, merchandisers, and retail store owners, who are involved in assortment planning and buying, participated in the survey (N=378). Results of factor analysis created seven assortment decision factor groups. Based on the factor groups, four cluster groups were the best cluster result: (1) Least Factor Use Buyers, (2) Traditional Factor Use Buyers, (3) Consumer-Oriented Buyers, and (4) Most Factor Use Buyers. Because this study used convenience and snowball sampling methods in one country, the findings cannot be generalized to the general population of apparel retail buyers and merchandisers. However, the study provides researchers with planning factors and cluster information for retail buying behavior. The results offer insight to buyers for their decision-making by organizing assortment decision factors from the most to the least important, especially for younger buyers, who need guidance about assortment planning. Although assortment planning and trade-off decisions are known to be extremely important to retail success (e.g., Kok et al., 2008), no previous study identified a typology of retail buyers on the basis of their consideration of assortment decision factors. This study adds new information and confirms the application of traditional assortment decision factors from 1980s and 1990s to post-2008 era.     

Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender

The present study was an effort to investigate the impacts of both retail brand personality and self-congruity, using them together in the same study, on store loyalty. Subsequently, this study explored the moderating role of gender in these relationships of retail brand personality and self-congruity with store loyalty. Questionnaire was used to collect data (n=355) using systematic sampling from department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Multivariate data analysis techniques like exploratory factor analysis, structural equation modeling were used to analyse the data. Results revealed that both retail brand personality and self-congruity constructs have positive impacts on store loyalty and gender significantly moderates these impacts. Arguably, this paper is the first to examine the three constructs namely, retail brand personality, self-congruity and store loyalty using them together in the same model. Academic and managerial implications are further discussed.     

品类差异下的消费者购物价值与零售业转型升级路径——兼议“新零售”的实践形式

新零售是中国零售行业转型升级的新探索。以消费者购物价值实现为核心依据,文章讨论了推动零售业转型升级的基本目标,归纳了渠道协同、体验叠加、数据洞察、技术赋能四类实现零售业转型升级的一般路径,并通过建立基于消费者渠道行为的Logit离散选择模型,讨论了八类不同品类零售行业转型升级的实现路径及其对应的新零售实践形式。结论发现,品类差异下的零售业转型升级路径和新零售实践形式均存在较大差别。     

我国开发浓缩苹果汁期货的必要性和可行性分析

我国是世界第一大苹果和苹果汁生产国,苹果汁出口占据世界贸易量一半以上。分析我国推出浓缩苹果汁期货在抵御价格风险、提高果农收入、赢得反倾销诉讼、促进产业发展等方面的必要性。同时进一步从苹果汁现货市场发育程度、产业规模、厂商数量、交割标准制定等方面进行可行性分析。浓缩苹果汁期货的上市,可以使我国牢牢掌握苹果汁的定价权,促进整个苹果产业链的健康发展。