课程详情
课程大纲
课程大纲
Day 1: The Retail Environment and Retail Value Chains
第1天：零售环境与零售价值链
课程大纲：
模块一零售环境与零售价值链
1
Evolution of the Retail Environment
零售环境的演变历程
2
Types of Retailers
零售商类型
3
Exercise 1. Who is your favourite retailer? Why are they your favourite retailer? What type of retailer are they?
练习1. 你欣赏哪些零售商?为什么?他们属于什么类型的零售商?
4
Segmentation for Retail channel design
零售渠道设计细分
5
Exercise 2. Categorise your favourite Retailer using the Coughlan matrix
练习2. 采用考夫兰矩阵(Coughlan)将你所欣赏的零售商进行分类。
6
Retail Value Chains-Demand Driven Value Chains –Zara
零售价值链 –以需求为导向的价值链 - Zara
7
Retail Value Chains-Supply Driven Value Chains- Wal Mart
零售价值链 – 以供应为导向的价值链 - 沃尔玛(Wal Mart)
8
Exercise 3. Does your favourite retailer have a supply or demand driven value chain?
练习 3. 你所欣赏的零售商是否具有以供应为导向或者以需求为导向的价值链?
Day 2: Merchandise Strategy and Supplier Relationships
第2天：商品战略与供应商关系
模块二商品战略与供应商关系
1
Merchandise Strategy
商品战略
2
Exercise 4: Calculating Key Merchandise Ratios
练习4: 计算关键商品比率
3
Retail Supply Partnerships
零售供应伙伴关系
4
Exercise 4: Case Study: Kimberly Clarke
练习4：案例分析：金佰利(Kimberly Clarke)
5
Channel Power
渠道力量
6
Exercise 5: “Is it possible to have a retail supply partnership when one side has all the power?”
练习5: “当力量完全偏向其中一方时是否有可能建立零售供应伙伴关系?”
Day 3: Global Retailing and The Future of Retailing
第3天：全球零售业与零售业的未来
模块三全球零售业与零售业的未来
1
International Sourcing
国际采购
2
International Market Entry
进军国际市场
3
Exercise 6: Case Study: IKEA and Tiffany entry to China
练习6：案例分析：宜家(IKEA)与蒂梵尼(Tiffany)进驻中国
4
Omnichannel Retailing
全方位渠道零售
5
Exercise 7: What must Retailers do to Survive in an online world?
练习7：零售商必须采取哪些措施才可能在在线商业世界中求得生存?
6
Summary
