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随着中国市场流通渠道日益萎缩,现代零售渠道日益强大,市场的主动权已从企业手中转移到现代零售系统的手中。特别是各大连锁大卖场,在经过几年的跑马圈地后,已经在一二级城市占有了大部分的零售市场份额,在一二级城市接近饱和的时候,各大连锁卖场又纷纷将开店的重心下移,抢占三级市场的零售市场份额,于是这些大卖场占据了大量的渠道资源,越来越处于强势地位,有了越来越多的话语权。对于中小企业来说,出于产品战略和产品特性等方面的考虑,很多时候,商超又是自己无法回避的销售渠道。那么,作为中小企业,如何面对日益庞大的超级终端呢?
With the shrinking distribution channels in the Chinese market, modern retail channels have become increasingly powerful and the market’s initiative has shifted from the hands of enterprises to the hands of modern retail systems. In particular, the major chain supermarkets, after years of staking, has accounted for most of the retail market share in 12 cities, close to saturation in 12 cities, the major chain stores have also will Shop center of gravity down to seize the retail market share of the three markets, so these hypermarkets occupy a large number of channel resources, more and more in a strong position, with more and more discourse. For small and medium enterprises, out of product strategy and product characteristics and other aspects of consideration, very often, Super is their own unavoidable sales channels. So, as SMEs, how to deal with the ever-growing HyperTerminal?