品牌管理——目標(biāo)顧客群零售模式(已修改)
2025-01-31 13:25 本頁面
【正文】 “ 出發(fā)點(diǎn) ” 決定了 基于供應(yīng)鏈的 “ 渠道關(guān)系 ” ? 品牌管理的關(guān)鍵是以消費(fèi)者為出發(fā)點(diǎn) ? 供應(yīng)商與零售商的合作也是以顧客 /消費(fèi)者為出發(fā)點(diǎn) 品牌管理 目標(biāo)顧客群零售模式 ： ； :； ： SHOPPER FOCUSED RETAILING 目標(biāo)顧客群零售模式 ? Shopper Focused Retailing will bee the industry standard business practice ? The focus of retailers: switch from building transactions to building loyalty using market leading brands. Shoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these core shopper needs. ? It changes the focus of retailing from providing products in categories to solutions and services ? It’s about managing Consumer Segments, not Categories … and match categories to meet their needs ? Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing will be rewarded with record volume and market share results. SFR is a business process, a Pullprocess starting from Shopper, it shifts from category focus to Overall Business Model focus. 業(yè)務(wù)流程 + “拉動” + 以顧客為出發(fā)點(diǎn) + 全面生意模型 All SFR work will be prioritized by the Consumer39。s Hierarchy of needs and will start with focusing the customer on the target shopper SFR Overall Methods 整體模型 ? Identify target shopper 確定目標(biāo)顧客群 ? Understand target shoppers’ needs 了解目標(biāo)顧客群需求 ? Create a value proposition around the target shoppers Store equity 圍繞目標(biāo)客群創(chuàng)造價值命題 (獨(dú)特的 ) Quality amp。 Reliability 質(zhì)量及可靠性 Convenience 方便 Value 價值 Control 控制 Choice 選擇 Basic needs (Price of entry) 基本需求 Secondary needs (differentiation) Enhancement (loyalty, increased usage) Social acceptance (how others judge you) Personal acplishment/empowerment (how you judge yourself) Self aspiration (what you can bee) Identify Target Shoppers’ Needs – 確定目標(biāo)顧客群的需求 HIERARCHY OF NEEDS (需求層級 ) 戰(zhàn)略決策 Strategic Decisions 戰(zhàn)術(shù)決策 Tactical Decisions Define Segments Within Each Shopper Offering Determine Overall Role For Shopper Offering Shopper Offering Segment Assessment Define Target Objective/Measures Define Shopper Offering Tactics SFR 八步過程 Identify Target Household 確定目標(biāo)顧客群 Establish Core Competency 構(gòu)建核心競爭力 Define Value Propositions 定義并傳達(dá)價值命題 Create Shopper Offering 圍繞顧客群創(chuàng)建商品組合 Establish Corporate Roles, Tactics, Measures 確定總體角色 , 策略 , 衡量標(biāo)準(zhǔn) Shopper Offering Assessment 評估商品組合 Create S
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