顾客价值导向的A家电公司零售终端管理改进策略研究.doc

摘 要 零售终端作为销售环节的昀后一环,无疑是销售公司的命脉,零售终端做得好 不好直接影响公司的生存状况。面对近年来的电子商务异军突起,渠道竞争的日益 白热化,零售终端承担着前所未有的压力和责任,尽管零售终端已不再是唯一的销 售渠道,但始终是顾客能够接触到产品的昀直接、昀有效的途径,因此如何把零售 终端建设得更完善应该是每个销售公司要深思熟虑的问题。 本文以 A 家电公司为研究对象,深度分析 A 家电公司目前零售终端管理中存 在的问题,同时提出了零售终端管理的提升要以顾客价值为准绳,为 A家电公司建 立一套顾客价值的衡量体系,通过该体系的建立分析 A家电公司零售终端管理能从 哪些方面提升,从而为 A家电公司零售终端管理建立一整套优化的管理策略,从品 牌宣传提升、促销人员能力素养提升、促销执行力提升、与顾客互动性提升这几个 方面来诠释 A家电公司基于顾客价值导向的零售终端管理改进策略。昀后提出了保 障这些策略有效进行的机制,通过理念、资源、激励三个角度的保障,使零售终端 更健康、更有效地运作。 关键词:顾客价值、家电、零售终端管理 I Abstract As the terminal of the sales circle, retail is no doubt the lifeblood of the sale company. The performance of retail terminal directly affects the company’s survivalFacing the sudden outstanding of e-commerce and the increasingly intense completion among channels in recent years, the retail terminal is bearing unprecedented pressure and responsibility, even though the retail terminal is no longer the only sales channel that consumer can access, but still is the most direct and valuable one. Thus, it really becomes the most important problem for each sales company how to build a more perfect retail terminalIn this paper, A home appliance company is regarded as the research object and is deeply analysis in overall existing problems. And proposed retail terminal to enhance customer value as the yardstick for the A appliance company to establish a measure of consumer value system, from which to boost the retail terminal management. So as to establish retail management system, A home appliance company creates a set of optimal management strategy, from branding exposure, promoter management, executive team capacity building, improving interaction with consumers to offer a whole strategy of consumer value oriented management improvement. In the end of the paper with safeguarded mechanism, so that retail terminal can be operated in a much healthier and efficient way KEY WORD: consumer value oriented, home appliance, retail terminal management II 目 录 第