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福利彩票25选5开奖结果:申請碩士用students applying :Postgraduate Certificate Fashion

時間:2019-04-26 12:02來源:未知 作者:anne 點擊:
導讀:本文是一篇英國的碩士申請信,Postgraduate Certificate Fashion: Buying and Merchandising。Please read the following information carefully as the decision to select you for interview will be based on the information you provide on

25选5预测推荐 www.mwpqu.com 導讀:本文是一篇英國的碩士申請信,Postgraduate Certificate Fashion: Buying and Merchandising。Please read the following information carefully as the decision to select you for interview will be based on the information you provide on your application form.These guidance notes are for students applying to the Postgraduate Certificate Fashion: Buying and Merchandising

多渠道營銷是利用直接和間接渠道與消費者進行溝通和互動,這些渠道包括網站、零售店、郵購、郵件、電子郵件、手機等(Keller,2010年)。它允許零售買家選擇他們最喜歡的渠道來響應他們想要購買的產品或服務(Kim等人,2010年)。簡言之,多渠道營銷竭盡所能滿足客戶的需求(Ashworth等人,2006年)。多渠道營銷具有非常顯著的影響,體現在正反兩個方面。
Multichannel marketing is the use of direct and indirect channels in communication and interaction with consumers, these channels include websites, retail stores, mail order, mail, email, mobile phone and so on (Keller, 2010). It allows retail buyers to choose their favorite channels to respond to products or services that they would like to purchase (Kim et al., 2010). In short, multichannel marketing does everything to meet what customers need (Ashworth et al., 2006). Multichannel marketing has a very significant impact, which is reflected in a positive and a negative aspect. 
積極的方面包括:首先,與狹隘的單一渠道相比,零售是通過商店、互聯網、手機等渠道來銷售產品,這使得零售企業能夠擴大其市場份額(Keller,2010年)。第二,通過構建多渠道營銷體系,零售企業從多渠道獲得各種信息(Kim等人,2010年),通過對信息的歸納、比較、分析,收集有用的信息,為制定合適的零售采購營銷策略提供依據。第三,表面上多渠道系統的建設需要比單渠道系統的開發更多的投資,但在實際的營銷實踐中,多渠道營銷通?;崠錘蟮牟廢墼齔?,單一產品的分銷成本會下降(Ashworth等人,2006年)。此外,各渠道在宣傳、庫存管理、物流等方面的營銷信息和資源可以共享,更容易實現規模優勢,降低營銷管理成本。第四,多渠道幫助零售商提升品牌價值,改善消費體驗(Keller,2010年)。多渠道營銷可以鼓勵消費者改變傳統的購物習慣,因此,從事時尚零售的公司可以根據消費者的新購物習慣,設計整個價值鏈,規劃其多渠道銷售策略,無疑會促進銷售,真正把顧客作為以最終提升其零售品牌價值為中心(Kim等人,2010年)。多渠道戰略幫助這些公司為客戶提供多渠道的一致消費體驗。給顧客一個良好的購物體驗比短期銷售更重要,這最終使他們的整體品牌的銷售額最高。
The positive includes: first, compared with a narrow, single channel, retailing is through stores, the Internet, mobile phone and other channels to sell products, which allows retail businesses to expand their market share (Keller, 2010). Second, through the construction of multi-channel marketing system, retail enterprises are from multiple channels to obtain all kinds of information (Kim et al., 2010), by induction, comparison, analysis of the information to collect useful information to provide a basis for the development of proper marketing strategy for retail buying. Third, construction of a multichannel system on the surface needs more investment than development of a single channel system, but in actual merchandising practices, multichannel marketing usually brings more substantial increase in product sales, distribution costs of a single product will fall (Ashworth et al., 2006). Moreover, marketing information and resources of each channel in propaganda, inventory management, logistics and other aspects can be shared, which is more easy to achieve advantages of scale to reduce marketing and management costs. Fourth, multichannel helps retailers to enhance brand value and improve consumption experience (Keller, 2010). Multichannel marketing can encourage consumers to change their traditional shopping habits, thus companies dealing with fashion retail merchandising practices can be based on new shopping habits of consumers to design the whole value chain and plan their multi-channel sales strategy, which will undoubtedly boost sales, truly take customers as the centric to ultimately enhance their retail brand value (Kim et al., 2010). Multichannel strategy helps these companies to give customers a consistent consumption experience of multichannel. Giving customers a good shopping experience is more important than short-term sales, which ultimately makes the sales of their overall brands highest.
負面影響來自兩個方面。首先,通過多渠道營銷,零售公司帶來了更多的影響力,增加了競爭對手(Keller,2010年)。其次,在每個渠道單獨提供競爭性報價可能會混淆時尚零售消費者,導致渠道之間的沖突,最終導致消費者對品牌的不信任,消費者也不會愿意在不同渠道之間進行購買和互動(Ashworth等人,2006)。因此,零售商應協調各銷售渠道的工作,避免各銷售渠道之間存在不正當的價格競爭。
The negative impact comes from two aspects. Firstly, through multichannel marketing, retailing companies bring their more influence and increased competitors (Keller, 2010). Secondly, provision of competitive offer in each channel separately may confuse fashion retail consumers and cause conflicts between the channels, which finally leads to mistrust of the consumers towards a brand, nor will the consumers be willing to make a purchase and interact among different channels (Ashworth et al., 2006). Therefore, retailers should co-ordinate the work of the various sales channels to avoid undue price competition between the various channels.
總體而言,多渠道對時尚零售采購和營銷實踐的影響總體上是積極的,而零售企業應采取適當的策略,消除和減少多渠道營銷帶來的負面影響。Overall, what multichannel impacts fashion retail buying and merchandising practices is generally positive, while retail enterprises should take appropriate strategies to eliminate and reduce the negative impact brought about by the multi-channel marketing.
 
References
Ashworth, C. J., Schmidt, R. A., Pioch, E. A. and Hallsworth, A. (2006). An approach to sustainable ‘fashion’ e-retail: a five-stage evolutionary strategy for ‘Clicks-and-Mortar’ and ‘Pure-Play’ enterprises. Journal of Retailing and Consumer Services, 13(4), 289-299.
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.
Kim, M., Kim, S. and Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286-293.
 


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