上海百货业"协同营销"对策研究

本文通过梳理上海百货业近百年变革历程,探索了其变革原因、机理和意义,指出作为中国商品流通的先驱与典范——上海百货业,经历百年巨变,完成了传统百货业向现代百贷业的转型,应该从流通渠道优化上解决未来发展的根本性问题,实施“协同营销”战略。据此,本文提出了上海百货业“协同营销”的四项对策。     

A test of the share/price market planning relationship in one retail environment

Over the past few years two important approaches to marketing strategy planning have been developed. A key planning relationship in each approach is the relationship between prices and market share. The Boston Consulting Group suggests that market share leaders match the prices of their lowest priced competitors while the Profit Impact of Marketing Strategies study has found that share leaders have higher prices. Which is correct? This empirical study tests the direction of the share price relationship in one specific retail environment, namely gasoline retail markets. The results strongly indicate that the share leaders in gasoline retailing consistently have higher prices then their lower share competitors. The study represents the first time that marketing planning relationships such as that between share and price have been extended to retail operations from their more traditional areas of application in marketing by manufacturers.     

Modeling the effects of dynamic group influence on shopper zone choice,purchase conversion,and spending

In many retail contexts, social interaction plays an important role in the shopping process. We propose a three-stage dynamic linear model that captures the influence of group discussion on shopper behavior within a hierarchical Bayes framework. The model is tested using a video tracking and transaction dataset from a specialty apparel store. The research reveals that group conversations have a significant impact on the shopper’s department or “zone” choice, purchase likelihood, and spending over time. This group influence is magnified by the size of the group (particularly for zone penetration and purchase conversion), and is also moderated by group composition and cohesiveness. The conversations of mixed-age groups and groups who stay together while shopping have a significant influence on shopper behavior across all three stages, while discussions by adult groups exhibit a marginal carryover effect for purchase conversion. When shoppers have repeated discussions in a specific department, they are more likely to return to and buy from this department, while the cumulative number of discussions in the store drives higher spending levels. We also observe that group shoppers visit more departments than their solo counterparts; and mixed-age groups and solo shoppers are more likely to buy than adults-only or teen groups. This study has important implications for how retailers manage shopper engagement and group interaction in their stores.     

Special marketing problems of smaller-city retailing

The purpose of this article is to review and assess the special marketing problems of smaller-city retailing. A better understanding of the problems peculiar to small-city retailing is prerequisite to the assessment of opportunities and formulation of strategies. The article traces the recent evolution of the retail trade structure in the small city. Distinctive characteristics of the nonmetropolitan market setting are discussed. The role of the small store, its relationship with new retail competitors, and other strategic issues and implications are considered.     

Consumer religiosity and retail store evaluative criteria

Consumer religiosity, which includes the religious commitment and religious affiliation of consumers, may be a significant construct in explaining retail store patronage. The present study used several measures of religiosity to investigate the influence of this possible segmentation variable on consumer evaluation of the importance of various retail department store attributes. Support was found for the religious commitment construct but not for religious affiliation. The most consistent relationship found was between religious commitment and the importance placed by the consumer on sales personnel friendliness/assistance. Direction for future research is provided.     

零售业态的变革与选择

零售商业业态多元化是市场放开、市场竞争激烈化的必然结果。我国零售商业流通领域目前已呈现多种业态互相并存、互相竞争、互相配合的新格局。超市、便利店、仓储式超市等多种新型商业业态成为流通领域新的亮点。在这一格局下,科学合理地选择零售业态以赢得竞争优势显得十分迫切。业态选择应该转变观念,实行业态多元化;业态布局科学合理,不同行业、不同领域互相配合;多方面进行管理创新。     

Coping with organizational role stress: Intrinsic motivational orientation,perceived role benefits,and psychological withdrawal

Researchers have long recognized that individuals in stressful marketing roles find ways to cope with organizational role stress. This study examines the effects of three psychological coping strategies—intrinsic motivational orientation, perceived role benefits, and psychological withdrawal—in a model of organizational role stress. Results indicate that intrinsic motivational orientations reduce perceptions of role conflict and role ambiguity, and increase job satisfaction; that perceived role benefits positively influence job satisfaction; and that job dissatisfaction is the primary cause of psychological withdrawal. The study supports the importance of coping efforts in models of organizational role stress among marketing personnel. Dr. Keaveney’s research interests focus on retailing issues including retail buyer behavior, retail store image, and retail price promotions. Dr. Keaveney has also published in the areas of marketing organizational behavior, services marketing, and international marketing. She is co-author with Philip R. Cateora ofMarketing: An International Perspective, which has been published both in English and in Japanese. Dr. Keaveney has published articles in theJournal of the Academy of Marketing Science, Journal of Retailing, Journal of Promotion Management, Journal of Marketing Channels, andJournal of Volunteer Administration. Dr. Nelson’s research interests include topics in marketing research, consumer behavior, and advertising. He has published in theJournal of Marketing, Journal of Advertising, Journal of Business Research, Journal of Marketing Research, and serves as occasional reviewer to these publications as well as to theJournal of the Academy of Marketing Science. He teaches courses in marketing management, marketing research, and multivariate statistics.     

Differences in retail store images within husband-wife dyads

Aggregate measures of purchasing influence generally produce similar results whether husbands or wives serve as the respondents. However, this study indicates that wives should not be used as surrogates for husbands in studies measuring retail store images. The findings of this study indicate that developing marketing strategies based on the images held by wives may not be successful in dealing with the male segment of the market. There is substantial within-couple variation in the evaluation of specific aspects of specific retail stores. However, both groups do appear to use similar evaluative criteria. The differences are in the evaluation of the store characteristics, not in the underlying criteria.     

活用电商战略改写传统百货模式

随着电子商务的崛起和深度应用,以百货业为代表的传统零售业受到了极大的冲击,为了研究百货企业在现阶段面临新的市场环境,探索零售行业开展电子商务的必要性和有效途径,本文将就银泰百货战略改革的成功经验,分析传统零售行业的改革方向.     

Conceptualization and operationalization of retail store image: A case of rival middle-level theories

This article presents the case that inconsistencies between retail store image conceptualization and operationalization signal a critical separation between theory and measurement within the paradigm. The authors attribute the separation to the influence of two rival, middle-level information processing theories. The first, piecemeal-based processing theory, has historically dominated retail store image operationalization and measurement within the area. The authors argue, however, that the time has come for a new information processing theory—category-based information processing—to challenge piecemeal processing as the positive heuristic within the store image paradigm. The advantages of adopting category-based processing over piecemeal processing are discussed both from a positive and normative perspective. Recommendations for managers and propositions for future research are offered.     

Single and multiple person household shoppers: A focus on grocery store selection criteria and grocery shopping attitudes and behavior

Responses of single and multiple person household food shoppers are analyzed to determine whether the two groups differ with respect to (1) those store criteria which are important in selecting a food store, (2) attitudes and behavior concerning the grocery shopping activity, and (3) various demographic and socioeconomic characteristics. Even though many similarities were found between the two groups of shoppers, some differences were observed. The implications of these similarities and differences are discussed, with emphasis given to their impact on retail food store management and strategic planning.     

Slotting allowances: a time series analysis of aggregate effects over three decades

Slotting fees and related discounts are important but controversial mechanisms for obtaining shelf space in marketing channels for consumer packaged goods. The theoretical field is divided between the efficient market and the market power schools of thought. Results from empirical studies and analytical models point in different directions. This paper analyzes trends in key macro economic variables to see if the patterns are more consistent with an underlying market efficiency model vs. a market power one. The data span 30+ years and focus on retailers in the marketing channel for food and kindred products. The variables studied include new product introductions, retail selling area, consumer price indices, profitability, cost of goods sold and selling expenditures. Efficient market explanations do not fare well in the analyses in comparison with market power explanations for practically all the variables studied. The paper conlcudes with recommendations for regulators and retail management.     

Validating the retail store image concept

The perceived images of seven retail firms encompassing several lines of trade are presented in this paper. To determine these images, data on store attributes and the importance of these attributes were collected from a random sample within selected census tracts of a Southwestern city. The linear compensatory multi-attribute model approach of product attitudes was extended to that of store patronage. The ability of these image models to predict attitudes towards the retail outlets as well as patronage behavior is investigated. In addition, the power of importance weights in these models is statistically examined.     

论我国百货店业态调整、创新与发展

文章在分析20世纪90年代以来我国百货业态出现亏损或倒闭现象原因的基础上,概括了近两年来大型百货店调整创新的三个表现和七个方面的改革和创新。并指出我国百货店业态在调整中创新发展具有较大的发展空间,并将呈现出多方面的新趋势。     

When customers disappoint: A model of relational internal marketing and customer complaints

The objective of this study is to examine internal marketing relationships and their influence on salesperson attitudes and behaviors in retail store environments. The authors investigate the moderating role of customer complaining behavior on the nature of these relationships. Specifically, they examine the relationship between organization-employee and supervisor-employee relationships and their association with salesperson job motivation and commitment to customer service. Customer complaints are expected to have differential moderating effects on the relationship between organizational and supervisory support and these salesperson outcomes. Our hypotheses were tested using a sample of 392 retail employees within 115 stores of a national retail organization. The model was partially supported. Theoretical and managerial implications are explored.     

Examining retail image before and after a repositioning strategy

This research examines changes in management's and consumers' perceptions of retail image during implementation of a major repositioning strategy. A prominent retail chain abandoned an older store in a strip shopping center of a southern SMSA, and built a larger one in a new regional shopping mall. Consumers and store management personnel provided image data for the old and new stores three months before and after the changeover. It was found that while consumers' and management's images significantly changed during the repositioning strategy, the magnitude of management's image change was significantly greater than consumers'. Management perceived greater changes than did consumers in parking, store classification, merchandise quality, style and assortment, return policy, and store layout and decor. Conversely, consumers experiented a greater image change on pricing and credit policy. The major implication for retailers is that problems can arise if management and consumers do not experience commensurate image shifts during repositioning. Fine tuning in advertising, personal selling, product strategy, and the physical environment (e.g., decor, parking) may be necessary to compensate for differential image shifts following a major repositioning strategy. *** DIRECT SUPPORT *** A00BV035 00002     

Retail store visitation and the cost-value hypothesis: An application of the AID algorithm

This paper provides insights into the cost-value implications of retail store visitation. It does this by relating the extent of retail store visitation to both consumer characteristics and situational variables in the context of a specific type of major appliance purchase. The assessment was based on the usage of the Automatic Interaction Detector (AID). This algorithm determines what variables and categorees within them combine to produce the greatest discrimination in group means by the dependent variable (the number of retail stores visited). An interpretation of AID-revealed binary splits suggests support for the cost-value hypothesis of retail store visitation.     

我国零售业两线融合的发展模式

本文从分析消费者需求出发,以店商（线下）为基础,首先分析电子零售的国内外研究动态与发展趋势,指出我国零售业存在的三个问题,即同质化竞争从线下蔓延到线上,电商规制程度相对较低,两线融合面临四大误区。从实践应用与未来发展视角,提出了店商发展电商（线上）的五种模式,即借台唱戏、独立搭台、代理加盟、品牌延伸、跨界营销。最后指出了我国零售业两线融合模式实施过程应注意的问题。     

零售业营销人员平衡计分卡的构建研究

现代零售业的发展,客观上需要一支强素质、优品质、高绩效的营销队伍来承担企业价值实现的任务,但是营销人员整体素质不高、流动性大、职业倦怠明显等问题严重影响着整个行业的健康推进。作为一种全新的管理模式和管理方法,平衡计分卡以战略为导向,从财务、客户、内部业务流程、学习与成长四个维度诠释了关键绩效指标,将有效解决目前零售业营销人员绩效评价指标缺乏核心、过于复杂、过分刚性、无可比性等问题,在不断提高营销人员的整体职业素养的同时,增强零售业的可持续发展能力。     

论加强农村信用社人力资源管理

本文分析了农村信用社人力资源管理现状,主要问题并提出对策.对策包括建立人力资源管理机构,新型激励与培训手段、人才引进和双向流动、对边远信用社实施人力资源援助、富余员工退出机制等.