耐用消費品的零售終端管理研究.pdf

1、北京工業(yè)大學碩士學位論文耐用消費品的零售終端管理研究姓名：王玲申請學位級別：碩士專業(yè)：管理科學與工程指導教師：王正選20060922北京工業(yè)大學管理學碩士學位論文AbstractAlongwithWTO，thecompetitivenessindurablegoodsbecomesstrongerandstrongerandtheretailmanagementisthemostimportantstepofthisdomainTher

2、earethreetypesofchannelsales：First：Manufacture_Consumer；Second：ManufactureRetailerConsumer；Third：ManufactureWholesalerRetaile卜ConsumerObviouslytheretailoutlettakesimportantrole，forlongtime，itisthewaytoestablish&strengthb

3、randimage；forshorttimeitistheplacetoachievesalesThedurablegoodspurchasingprocedureiscomplicatebehaviorItisincludefivestages：confirmtheneeds，collectinformation，assessinformation，andmakedecisionandbehaviorafterpurchasingTh

4、eyaremanyproblemsintheretailmanagementscurrentlysuchasmarketingplanningproblem，Resourcesallocationproblem，andexecutioncontrolproblemsTherootcausesoftheseproblemsareasfollows：manufacturedidnotrecognizetheseverityofretailm

5、anagement；didnotknowhowtodefinekeyaccounts；didnotknowtheconsumerpsychologyandbehavior；didnotknowtheretailmanagementelementsWeestablishtheretailmanagementelementsformulaaimtosolvetheseproblemsOntheotherhand，weraisearealca