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本文通过对全国样本的零售企业顾客满意度影响因子和评价数据的分析,对中国市场成功零售企业的定位点表现进行了实证研究,本文得出了有价值的五个结论:(1)成功的零售企业有明确的定位点;(2)成功的零售企业一般拥有1个主要、1个次好两个定位点;(3)商品、服务、价格、购物环境等,成为成功零售企业定位点选择的要素;(4)同一零售业态的成功企业可以有不同的定位点;(5)成功零售企业的非定位点都高于行业平均水平,而趋向成功的零售企业达到行业平均水平。
Based on the analysis of the influence factors and evaluation data of the customer satisfaction of the retail enterprises in the whole country, this paper empirically studies the performance of the successful retail enterprises in the Chinese market. This paper draws five valuable conclusions: (1) The successful Retail enterprises have a clear positioning; (2) successful retail enterprises generally have a main, a sub-second of two anchor points; (3) goods, services, prices, shopping environment, a successful retail business location choice (4) Successful enterprises in the same retail business can have different positioning points; (5) The non-positioning points of successful retail enterprises are above the industry average, while the successful retail enterprises reach the industry average.