摘要
后金融危机时代,零售业竞争直面残酷,营销创新是实现其可持续发展的正确选择。零售业的营销创新表现为营销实践探索与理论应用过程,总结西方国家和我国零售业营销改革创新的实践经验及零售业的营销创新的模式,可以探索营销理念创新、发展规模创新、营销管理创新、营销技术创新和营销服务创新等多种模式。必须通过优化创新环境、建立激励机制和制定弹性计划,为零售业的营销创新创造良好的条件。
In the post-financial crisis era, there exists fierce competition in retail business. Marketing innovation is the fight choice for the sustainable development of retial business. The marketing innovation of retail business includes the practical exploration of marketing and the process of applying the theories. According to the summary of the practical experience of marketing reform and innovation in retail business both in China and western countries, the marketing innovation mode of retail business include marketing conception innovation, development scale innovation, marketing management innovation, marketing technology innovation, marketing service innovation and so on. We should optimize innovation environment, establish motivation mechanism and set up flexile plan to provide sound condition for the marketing innovation in retail business.
关键词
零售业
营销创新
竞争
模式
retail business
marketing innovation
competition
mode
