摘要
运用文献研究、问卷调查和数理统计分析法,对格子铺这一营销实践中的新型零售业态进行了理论与实证的研究。通过因子分析、相关分析获取了格子铺商业价值的衡量指标(进店率、销售毛利和租格率)与顾客价值、格主价值、铺主价值三个维度之间的关系。用现实中的影响因素来解释了三个主要的利益主体价值维度。最后,提出了提升以格子铺为代表的寄售模式商业价值的建议。
Using methods of literature research, questionnaire and mathematical statistics, this article makes a theoretical and empirical study for the lattice shop, the new retailing format in marketing practice. The correlation between the measure indexes of commercial value on lattice shop and customer value, lattice-keeper value and shopkeeper value is acquired by the method of Factor Analysis and Correlation Analysis. The measure indexes include the rate entering shop, the gross profit on sales, and the rate renting lattice. The three primary stakeholders＇ value are explained with influencing factors in practice. In conclusion, this article comes up with the advice about how to improve the commercial value of lattice shop which is the representative of consignment sales.
出处
《科技和产业》
2013年第11期146-150,161,共6页
Science Technology and Industry
关键词
零售业态
格子铺
寄售
实证研究
retailing format
lattice shop
consignment sales
empirical study
