论文部分内容阅读
跟门对门的对手,零售商一般采取两种打击策略——如果你练过搏击,就很容易理解这两种策略:攻其未发力之时——早打型攻其力衰之时——晚打型零售商普遍认为:前者比后者花费的成本更少,因此适合规模稍小,资源不多的企业;后者比前者更容易成功(因为看清了对手的策略),但适合当地资源多,有能力进行组合反击的企业。如果门店未能对街对面的新店进行快速有效的反击,一般问题出现在:店长准备不够或总部支持不够。我们观察到,很多店长犯错的根源在于:由于门店工作的特性。导致店长沉湎于处理一些常规问题,没有时间和精力考虑顾客需求和店铺的精细化管理,因此失去了应对对手的基础。如果加上人力管理或企业政治方面的问题,使得上下不同心,步调不一致,即使有好的策略也无法实施。下面我们就早打型和晚打型各列一个案例,演示实战现状,并给零售商和供应商展现策略和执行的完成过程,以思考自己可借鉴的地方。
Retailers with door-to-door opponents typically have two strategies to hit - and if you've done combat it's easy to understand both tactics: when it's unprofessional - when you hit it early - - The late-hit retailer generally agreed that the former cost less than the latter and was therefore suitable for smaller and less-resourced businesses; the latter were easier to succeed than the former (because of the tactics used by opponents), but fit Local resources, capable of combating counterattack business. If the store fails to respond quickly and efficiently to new stores across the street, the general problem is that the manager is not prepared enough or the headquarters support is not enough. We observe that many shopkeeper mistakes are rooted in: due to the nature of the store's work. This has led the manager to indulge in some routine problems and lack the time and energy to consider the needs of the customer and the refined management of the store, thus losing the basis for dealing with the adversary. If coupled with manpower management or corporate political issues, making up and down disagreement, inconsistent pace, even with a good strategy can not be implemented. Let's take a look at each of the cases of early typing and late typing to demonstrate actual combat status and to show retailers and suppliers the finishing line of strategy and execution in order to think about where they can learn.