(04)howdoretailersthink零售商如何思考-文庫(kù)吧在線文庫(kù)
【正文】 范圍的產(chǎn)品數(shù)量 ? Number of products per segment according to the size of the segment and the available space, as well as dependant on the outlet size 按照每一分類(lèi)的規(guī)模和可用空間 , 同時(shí)參考門(mén)店的規(guī)模 , 細(xì)分每一分類(lèi)產(chǎn)品的數(shù)量 ? Allocation of products to suppliers taking account of pulsory products (key brands, products which are strategic for the chain, etc.) 考慮必須做的產(chǎn)品 (關(guān)鍵品牌 , 戰(zhàn)略性產(chǎn)品等 )， 安排供應(yīng)商的產(chǎn)品配置 18 From Range strategy to Consumer strategy 從產(chǎn)品線策略到消費(fèi)者策略 ? Retail mindset 零售思考 ? type of promotional actions, shelf arrangement, price level 促銷(xiāo)活動(dòng)的類(lèi)型 , 貨架管理 , 物價(jià)水平 ? Loyalty mindset 忠誠(chéng)度思考 ? loyalty cards, customized actions 會(huì)員卡 , 量身定做的促銷(xiāo) Strategy example 19 From Chain, Range, Consumer Strategy……. ? Classifying suppliers 供應(yīng)商分類(lèi) ?Strategic/Tactical/Challenger/Spots 戰(zhàn)略型 /戰(zhàn)術(shù)型 /挑戰(zhàn)型 /閃電型 ? To achieve objectives 達(dá)成目標(biāo) ?In terms of increasing sales 銷(xiāo)售增長(zhǎng) ?In terms of profitability 利潤(rùn) To supplier strategy 從連鎖策略 , 產(chǎn)品線策略 , 消費(fèi)者策略 ,到供應(yīng)商策略 20 Classifying Suppliers 供應(yīng)商分類(lèi) Retailer strategic directions 零售商戰(zhàn)略方向 Supplier 1 供應(yīng)商 1 Supplier 2 供應(yīng)商 2 Supplier 3 供應(yīng)商 3 Supplier 4 供應(yīng)商 3 New products 新產(chǎn)品 + ++ Brand (local, regional) Promotions 品牌 (當(dāng)?shù)?, 區(qū)域 )促銷(xiāo) ++++ + Merchandising advice 商品推廣建議 ++ Logistic…. 物流 ++ ++ CLASSIFICATION 分類(lèi) Strategic 戰(zhàn)略型 Challenger 挑戰(zhàn)型 Spot 閃電型 Tactical 戰(zhàn)術(shù)型 Consistency matrix: an operational tool 矩陣圖 :一種操作工具 21 Margin Productivity Sales 利潤(rùn) 生產(chǎn)力 銷(xiāo)售 With a focus on contribution … 關(guān)注貢獻(xiàn) The Buyer – towards a supplier strategy 采購(gòu) 應(yīng)對(duì)供應(yīng)商策略 22 the global contribution 整體貢獻(xiàn) Contributive利潤(rùn)貢獻(xiàn) margin Productivity生產(chǎn)力貢獻(xiàn) contribution Sales銷(xiāo)售貢獻(xiàn) contribution Retail Sales零售利潤(rùn) margin EDI 電子數(shù)據(jù)交換 Recruiting 新分類(lèi)產(chǎn)品 product Rebate based基本折扣利潤(rùn) margin Optimisation of logistics costs 優(yōu)化物流成本 Traffic 銷(xiāo)售好的產(chǎn)品 product Cash flow現(xiàn)金流利潤(rùn) margin Loyaltygenerating 產(chǎn)生忠誠(chéng)度的產(chǎn)品 product The Buyer – towards a supplier strategy 采購(gòu) 應(yīng)對(duì)供應(yīng)商策略 23 Retailer strategic directions零售商戰(zhàn)略方向 Supplier 1 Supplier 2 Supplier 3 Supplier 4 New products新產(chǎn)品 + ++ Brand (local, regional) Promotions 品牌 (當(dāng)?shù)?, 區(qū)域
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