国内零售业的发展现状分析及营销对策.doc

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摘要:零售业是商业产业最重要的组成部分,是商品从流通领域进入消费者领域的最后一道环节,它既是资金密集型行业,也是劳动力密集型行业,它与人们的日常生活息息相关。零售业的发展趋势则反映了一个国家的总体经济走向,是衡量一个国家或地区商业发达程度的最重要的标志。近年来,我国流通产业得到迅速发展,社会消费品零售总额年增长速度超过GDP增长速度。随着我国零售业对外开放步伐的加快,外资零售业巨头加紧了进军中国市场,国内零售业面临着前所未有的巨大的挑战。顺应并积极迎接这种改变成为我国零售业在新时期健康发展的关键。

   本文阐述了零售业在国民经济中所发挥的积极作用,分析国内零售业的营销环境和中外零售业的发展状况,揭示国内零售业发展过程中存在的问题,诸如资金短缺,融资难;零售业态混乱,组织化程度低;经营规模小,市场集中度低;零售业专业人才匮乏;信息化程度低和政策法规不完善等问题,提出促进国内零售业发展的营销对策,进一步提升国内零售业市场竞争力,加快国内零售业健康、快速地发展。

关键词:零售业;零售业态;发展现状;营销对策

 

Abstract:Retail is the most important part of the commercial industry, is a link of the goods from the circulation into the consumer field, It is capital-intensive industry, and labor-intensive industry, it is closely related with people's daily lives. Retail development trends reflect a country's overall economic trends, is a measure of the most important symbol of the commercial development of a country or region. In recent years, China's circulation industry has been developing rapidly, the total retail sales grew faster than GDP growth rate. With the accelerated pace of China's retail opening, foreign retail giants have stepped up into the Chinese market, the domestic retail industry is facing unprecedented challenges. Adapt and to embrace this change as the key to the development of China's retail industry in the new era health.

   This paper describes the positive role played by the retail sector in the national economy, the analysis of the domestic retail marketing environment and the development of Sino-foreign retail situation, revealing the existing problems in the domestic retail development process, such as shortage of funds, financing difficulties; retail formats confusion, low degree of organization; small scale of operation, low market concentration; lack of retail professionals; low degree of information and policy and regulations are incomplete, proposed to promote the development of the domestic retail industry marketing strategies, to further enhance the domestic retail market competitiveness, speed up the domestic retail industry healthy and rapid development.

Keyword: Retail trade; Retail formats; Development status; Marketing strategies

 

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