数据分析下的零售行业大卖场营运管理研究
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摘要
为建立竞争优势达到优质成长永续经营的目标,企业必须展开一系列的经营活动并投入必要的资源。然而,如何将有限的资源发挥最大的效益,做出符合公司发展最佳的决策是所有决策者最重要的使命。
大卖场作为国内新兴的零售业态,近几年发展迅猛,逐渐成为中国连锁业中的主力业态。但由于国内的经济发展仍存在高度的不均衡性,如何满足各地区经济发展的差异所造成消费者需求的不同,以及竞争日益严峻的环境,有必要通过有系统的营运数据分析提升决策品质,创造经营效益,形成与竞争者不同的营运模式,在同质性高竞争激烈的环境中建立优势。
数据分析是大卖场管理中最为重要的环节之一,贯穿经营全过程,更是大卖场策略展开的最重要依据。数据分析提供的价值不仅关系到大卖场运营成本能否降低,而且还直接关系到大卖场的盈利能力,最终关系到企业的核心竞争力。
然而,由于大卖场存在高度的复杂性及快速的变化性,到目前为止,很少有专门针对大卖场的实际营运状况,以数据分析的方法对其营运管理职能进行理论与实务相结合的专门研究。该课题能帮助大卖场有系统科学化地运用数据分析,变模糊管理为理性管理,提高营运管理决策的准确性及实用性,从而改善企业运作并建立最佳营运模式,在同质化竞争环境下建立差异化,避免走入血腥红海,迈向蓝海之旅的康庄大道。
本文首先从宏观角度,借鉴国外成熟地区大卖场的发展轨迹,结合中国的国情,分析大卖场在国内发展的现状,及其未来的发展趋势以及经营成功的关键因素。接着从竞争角度,运用营销学中理论基础,分析了由于目标消费者的不同,形成不同经营型态的大卖场的竞争现状,指出差异化和多元化及分众化的发展将是大卖场未来竞争的必然趋势,而数据分析将在大卖场的营运管理中将扮演关键的角色。接下来本文以大卖场的营运管理的四大职能为切入点,结合大卖场的实务工作,采用理论与实践相结合、定性与定量相搭配、以及流程分析和案例分析相呼应的综合研究方法,对于大卖场营运管理中的产品品类管理、促销管理、供应商管理、库存及订货管理中数据分析所扮演的关键角色进行了深入系统的分析和研究。研究表明通过科学、系统、有效的数据分析才可以在大卖场的日常营运管理中形成科学的决策依据,面对激烈的竞争,才能快速的调整策略,在同质化竞争中建立差异化,形成竞争优势。从而为大卖场建立永续发展的生存利基。这篇论文对提高大卖场各项营运管理及成本控制和经营决策具有很高的实用和指导价值,更有启发意义。
To set up the competitive advantages to reach the everlasting optimizing operation, the enterprise must deploy a series of operation activities and launch into the essential resources. However, how to maximize to use the limited resource, and make the appropriate decision is the most important mission for all decision-maker.
As a new retail state, the hypermarket grows rapidly and is becoming the main stream in the China retail industry. However, due to the imbalance of the domestic economy development, how to satisfy the different consumer’s need in different regional economy level, and in the tough competitive situation, it is necessary to promote the quality of making decision, get profits and form the competitive business mode to setup the advantage in the industry by the data analysis systematically.
Data analysis is a key point in the hypermarket management, and it goes through the entire course, and also an important basis to deploy the hypermarket strategies. The value of data analysis is not only concern if the operation cost will reduce, but also the ability of profit. It will ultimately influence the core competitiveness.
However, because of the complexity and inconsistency, it lacks the professional research on the hypermarket operation status by the data analyzing the operation management. This subject will help the hypermarket uses the data analysis systemically to turn fuzzy management into rational management, and develop the usability and veracity of decision, to improve the enterprise operation and set up the best operation mode, and build the difference in the competition homogenization.
From the macro view, this thesis refer to the development orbit of the overseas hypermarket, base on the China status qua, analyze the development status in China, and the development trend and key factors to success. Then, from the competition point of view, it analyze that it forms the different competitive status since the different target customers, points the diversity development will be the trend for the hypermarket, and the data analysis will be a key pole in the operation management. Next, with the 4 major functions in the hypermarket management to get in, the document bases on the actual workflow, integrate the quantitative analysis and qualitative analysis, combine the procedure analysis and case studies, to deploy the deep research on the playing role of data analysis in the product category management, promotion management, suppliers management, order management. The result shows, only efficient systemic data analysis would form the decision basis in the usual hypermarket management. Facing the tough competition, to adjust the strategies, and form the competitive advantage. This thesis is very useful to improve the operation management and cost control and decision-making in the hypermarket management.
大卖场作为国内新兴的零售业态,近几年发展迅猛,逐渐成为中国连锁业中的主力业态。但由于国内的经济发展仍存在高度的不均衡性,如何满足各地区经济发展的差异所造成消费者需求的不同,以及竞争日益严峻的环境,有必要通过有系统的营运数据分析提升决策品质,创造经营效益,形成与竞争者不同的营运模式,在同质性高竞争激烈的环境中建立优势。
数据分析是大卖场管理中最为重要的环节之一,贯穿经营全过程,更是大卖场策略展开的最重要依据。数据分析提供的价值不仅关系到大卖场运营成本能否降低,而且还直接关系到大卖场的盈利能力,最终关系到企业的核心竞争力。
然而,由于大卖场存在高度的复杂性及快速的变化性,到目前为止,很少有专门针对大卖场的实际营运状况,以数据分析的方法对其营运管理职能进行理论与实务相结合的专门研究。该课题能帮助大卖场有系统科学化地运用数据分析,变模糊管理为理性管理,提高营运管理决策的准确性及实用性,从而改善企业运作并建立最佳营运模式,在同质化竞争环境下建立差异化,避免走入血腥红海,迈向蓝海之旅的康庄大道。
本文首先从宏观角度,借鉴国外成熟地区大卖场的发展轨迹,结合中国的国情,分析大卖场在国内发展的现状,及其未来的发展趋势以及经营成功的关键因素。接着从竞争角度,运用营销学中理论基础,分析了由于目标消费者的不同,形成不同经营型态的大卖场的竞争现状,指出差异化和多元化及分众化的发展将是大卖场未来竞争的必然趋势,而数据分析将在大卖场的营运管理中将扮演关键的角色。接下来本文以大卖场的营运管理的四大职能为切入点,结合大卖场的实务工作,采用理论与实践相结合、定性与定量相搭配、以及流程分析和案例分析相呼应的综合研究方法,对于大卖场营运管理中的产品品类管理、促销管理、供应商管理、库存及订货管理中数据分析所扮演的关键角色进行了深入系统的分析和研究。研究表明通过科学、系统、有效的数据分析才可以在大卖场的日常营运管理中形成科学的决策依据,面对激烈的竞争,才能快速的调整策略,在同质化竞争中建立差异化,形成竞争优势。从而为大卖场建立永续发展的生存利基。这篇论文对提高大卖场各项营运管理及成本控制和经营决策具有很高的实用和指导价值,更有启发意义。
To set up the competitive advantages to reach the everlasting optimizing operation, the enterprise must deploy a series of operation activities and launch into the essential resources. However, how to maximize to use the limited resource, and make the appropriate decision is the most important mission for all decision-maker.
As a new retail state, the hypermarket grows rapidly and is becoming the main stream in the China retail industry. However, due to the imbalance of the domestic economy development, how to satisfy the different consumer’s need in different regional economy level, and in the tough competitive situation, it is necessary to promote the quality of making decision, get profits and form the competitive business mode to setup the advantage in the industry by the data analysis systematically.
Data analysis is a key point in the hypermarket management, and it goes through the entire course, and also an important basis to deploy the hypermarket strategies. The value of data analysis is not only concern if the operation cost will reduce, but also the ability of profit. It will ultimately influence the core competitiveness.
However, because of the complexity and inconsistency, it lacks the professional research on the hypermarket operation status by the data analyzing the operation management. This subject will help the hypermarket uses the data analysis systemically to turn fuzzy management into rational management, and develop the usability and veracity of decision, to improve the enterprise operation and set up the best operation mode, and build the difference in the competition homogenization.
From the macro view, this thesis refer to the development orbit of the overseas hypermarket, base on the China status qua, analyze the development status in China, and the development trend and key factors to success. Then, from the competition point of view, it analyze that it forms the different competitive status since the different target customers, points the diversity development will be the trend for the hypermarket, and the data analysis will be a key pole in the operation management. Next, with the 4 major functions in the hypermarket management to get in, the document bases on the actual workflow, integrate the quantitative analysis and qualitative analysis, combine the procedure analysis and case studies, to deploy the deep research on the playing role of data analysis in the product category management, promotion management, suppliers management, order management. The result shows, only efficient systemic data analysis would form the decision basis in the usual hypermarket management. Facing the tough competition, to adjust the strategies, and form the competitive advantage. This thesis is very useful to improve the operation management and cost control and decision-making in the hypermarket management.
引文
[1] 侯向丽,《超市的发展趋势及对策研究——社区型超市的出路》,[学位论文] ,沈阳,沈阳工业大学 , 2003 年
[2] 方虹,《零售业态的生成机理与我国零售业结构调整》,商业经济与管理,2001 年,第 10 期,第 120 页
[3] 张琼,《进一步加强连锁超市品类管理》,商业时代 , 2005 年, 第 14 期
[4] 张红霞. 张松洁. 品类管理:零售业成功的管理方式. 江苏商论 1999 年,第 07 期
[5] 曹伟,《连锁超市品类管理及其应用研究》,[学位论文] ,重庆大学 , 2005 年
[6] FMI,裴亮译,《品类管理》,北京:中国连锁经营协会,1999 年, 第 10 期,第 14-15 页
[7] 徐新林,《供应链环境下的采购管理》,[学位论文] ,武汉大学,2005 年
[8] 刘海滨,《连锁超市采购管理研究》,[学位论文] , 天津大学 , 2004 年
[9] 陈荣秋,马士华,《生产与运作管理》,北京,高等教育出版社,2002 年,第 2 期,第 225-230页
[2] 方虹,《零售业态的生成机理与我国零售业结构调整》,商业经济与管理,2001 年,第 10 期,第 120 页
[3] 张琼,《进一步加强连锁超市品类管理》,商业时代 , 2005 年, 第 14 期
[4] 张红霞. 张松洁. 品类管理:零售业成功的管理方式. 江苏商论 1999 年,第 07 期
[5] 曹伟,《连锁超市品类管理及其应用研究》,[学位论文] ,重庆大学 , 2005 年
[6] FMI,裴亮译,《品类管理》,北京:中国连锁经营协会,1999 年, 第 10 期,第 14-15 页
[7] 徐新林,《供应链环境下的采购管理》,[学位论文] ,武汉大学,2005 年
[8] 刘海滨,《连锁超市采购管理研究》,[学位论文] , 天津大学 , 2004 年
[9] 陈荣秋,马士华,《生产与运作管理》,北京,高等教育出版社,2002 年,第 2 期,第 225-230页