The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.     

零售业企业的企业文化评价指标体系构建与实证分析

根据企业文化的四个层次,构建了零售业企业的企业文化评价指标体系,并利用层次分析法得出各层次评价指标的权重。以泉州中闽百汇公司为例,采用调查问卷分析法进行数据收集,并利用SPSS17.0软件及模糊综合评价法对案例企业的企业文化进行评价,以说明该评价指标体系的可行性。最后,提出提升零售业企业的企业文化竞争力的相关对策建议。     

基于消费者认知的零售店铺印象形成过程拆解

基于消费者认知的零售店铺印象形成是解释消费者购买决策行为的重要内容,消费者对零售店铺印象的形成源于其对店铺重要属性的感知和三个认知参照标准:消费者以往的购物经历、零售店铺业态、店铺选址环境,这三个方面从不同的视角影响着消费者对零售店铺重要属性的判断和整体店铺印象的形成。本文在理顺以往学者研究结论的基础上,拆解并理顺了消费者零售店铺印象的形成过程。     

影响消费者购买意愿的零售店铺环境因素研究

消费者购买意愿与零售店铺环境因素相关。实证研究表明,店铺环境中的背景要素、社交要素、产品要素、设施要素和设计要素影响消费者购买意愿。零售管理者可以从整体上把握零售环境的构成维度,调控环境因子能有效提高顾客购买体验和购买意愿。     

南京商业零售业的发展现状及对策

南京商业零售业无论在规模、开放性、业态、区域还是在资本等方面都呈现出快速扩张的局面.只有在市场定位、业态结构调整、企业内部控制、e化物流管理等方面加强管理,南京零售商们才能在竞争中立于不败之地.     

新零售视角下贵州农资物流配送模式研究

农业是国民经济的基础,而农业生产资料的支持是农业发展的基础。在“三农”问题愈发重要的今天,农业生产资料的配送问题也随之显得十分重要。贵州省农村物流发展缓慢,传统的农资配送过程中存在着配送环节过多、配送成本过高、企业获得利润过少的问题,同时也造成了农民生产成本过高、收入低的现象。文章在分析了贵州省农资物流供应链发展现状、存在问题以及问题产生的原因基础之上,提出了“新零售”视角下建立贵州农资配送新模式。     

餐饮业在吉林省经济发展中的重要作用

餐饮业是满足人们对饮食方面需求的行业。“民以食为天”。餐饮业的快速发展满足了人们对吃好、喝好的要求,提高了人们的生活质量和消费水平,同时也促进了农业、农产品加工业、旅游业和会展业的发展。     

The importance of atmospherics in the choice of hypermarkets and supermarkets

Are the atmospheric variables equally relevant for supermarket and hypermarket customers? As a contribution to the customers' choice of the store format, firstly this work aims to determine the perception of differences between hypermarkets and supermarkets in terms of store attributes. Second, it sheds light on the role played by atmospherics in the customers' decision process. This study uses a logit approach to model the probabilistic choice of the customers' store format using atmospheric and other marketing variables as important attributes of the grocery store. The model's estimation is based on personal interviews conducted during the shopping process in urban supermarkets and hypermarkets belonging to the same retail chain. The findings show that although the atmospheric variables are significantly important for both store formats, the customers perceive differently the importance of each retail atmospheric cue and other marketing variables, when buying in a hypermarket or in a supermarket: the choice of buying in hypermarket is explained by the significant importance given to the latent variables named pleasant atmosphere and accessibility and responsiveness; in contrast, the choice of buying in supermarkets is explained by the significant importance given to the latent variable nice decoration and empathy with the staff. The other latent variable designated by other marketing variables is only significantly important in the decision of choosing supermarkets.     

论物流配送在药品零售连锁企业中的运作过程

药品的物流配送是零售连锁企业经营的核心．药品的统一物流管理可以控制药品质量、提高流通效率,配送中心用专车向连锁药店配送药品．通过MIS系统对配送车进行管理,送货前打卡,货到后再打卡,严格控制送货时间,优化送货线路,从而达到降低储运成本的目的。     

基于网络零售市场中信息不对称问题的博弈分析

文章从信息不对称的角度建立网络零售市场上买卖双方的博弈模型,并提出网络零售市场引入了惩罚机制和信誉评价机制等约束机制对于减少投机者由于信息优势进行道德风险和逆向选择的机会。最后通过淘宝网的实证分析认为一方面通过制度方式加大企业欺骗消费者的成本,另一方优质企业要通过一系列手段向消费者传递企业信号。