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Paper代写:Retail development in the UK

2019-06-12 | 来源:51due教员组 | 类别:Paper代写范文

本篇paper代写- Retail development in the UK讨论了英国的零售业发展。近几年来,英国经济稳定而持续增长,经济的发展带来了家庭收入的增加,这成为零售规模扩大、零售额增长的直接原因。同时由于社会医疗、福利制度的完善,消费观念的不断更新,大量资金转向消费市场。零售业的发展日益成为英国国民经济的重要增长点。本篇paper代写51due代写平台整理,供大家参考阅读。

Retail development,英国零售业发展,paper代写,代写,essay代写

Traditionally, the retail industry in the UK is dominated by small retail stores. After several circulation revolutions in the 19th and 20th centuries, it has basically formed a multi-layer, multi-form and multi-function diversified retail operation mode which is mainly composed of department stores and chain supermarkets and suits the needs of different consumer groups.

Chain operation is one of the most important ways of British retail industry development. TESCO, Marks&Spencer, NEXT, boots, bodyshop, superdrug and other stores in the capital London and any other cities fully demonstrate the characteristics of its chain operation. It can be seen from the above that in the UK, supermarkets, department stores, specialty stores, convenience stores and other different formats all adopt the form of chain operation. According to statistics, the market share of chain operation in the whole retail industry is more than one third.

The chain business model of the UK not only develops in full swing and blossoms everywhere in China, but also presents a trend of globalization. This is mainly because: on the one hand, due to the limitations and saturation of the domestic market of the UK, only the implementation of international business can achieve sustained growth of sales; On the other hand, with the internationalization of production and commodity circulation, the demand of international market is diversified. So far, TESCO has conducted business in 13 countries outside the UK, including Ireland, Hungary, Czech republic, Slovakia, Poland and Turkey, as well as Japan, Malaysia, South Korea and Thailand. Until July 2004, TESCO barely left a mark in China, and Chinese consumers rarely heard of it. But today TESCO has 39 hypermarkets in China. TESCO entered the Chinese market mainly through the acquisition of TESCO, a supermarket owned by Taiwan's ting hsin group. With the help of TESCO's original sales network, TESCO quickly completed the strategic layout of the market in northeast China, north China and east China, and is expected to set up shop in Beijing in 2007. TESCO's global expansion strategy not only effectively reduces operating costs and improves economies of scale, making it the leading retailer in the UK, but also quickly occupies European and Asian markets, fully realizing the maximization of market share, enterprise value and cost.

The improvement of production socialization, the consumption of the whole society scale expands unceasingly, rising consumer demand, is the external environment of enterprise scale, at the same time, the progress of information technology provides a new method for the enterprise management and guarantee, large-scale development strategy can improve their competitive power, realize low cost operation. Starting in the 1990 s, the British retail enterprise expanding scale, because giant retail enterprise development, the scale, the small and medium-sized enterprises were forced to mergers and acquisitions, restructuring, or alliance, this makes life difficult for some small and medium-sized retail stores, in some areas to protect the interests of small and medium-sized retailers and resist large retailers such as TESCO into the local market. But the scale is unstoppable. The number of UK retailers has been falling in recent years.

The layout of retail outlets in the UK focuses on structure and maximization of benefits. Commercial outlets, general stores and professional stores, as well as large, medium and small stores, pay attention to the reasonable ratio and effective composition in the development. TESCO, Marks&Spencer, NEXT, boots and bodyshop, for example, are often distributed in the urban center, exerting the agglomeration effect of retail. For another example, the location of Lidi store is consistent with its positioning, because its service target is mainly middle and low income working class, residents with no fixed income and retired elderly. Therefore, to meet the needs of these people, Lidi stores are often located in downtown residential areas and small towns. Thus, it is very convenient for low-income people, the elderly and housewives to purchase. In addition, Lidi pays special attention to the needs of college students. Every city with a university has many students, and most of the meals of these groups are convenience foods. As a result, Lidi stores are often set up near college dormitories. In the non-central part of the city, small shops of various types dominate. TESCO has opened a small supermarket chain, Metro Store, near the university of Liverpool and the university of wales, to attract a large number of students and make it easier for them to buy food and daily necessities. With the development of urban construction and the expansion of urban area and population, there will inevitably be traffic congestion, land price and other problems. British business layout is penetrating and extending from busy areas to suburbs. TESCO ADAPTS to this trend by setting up large comprehensive supermarkets in the suburbs of some cities and operates them 24 hours a day.

In the UK, the customer-oriented marketing concept has been gradually perfected and implemented, mainly reflected in the following two aspects:

Marks&Spencer aims to provide "target customers with high quality products they can afford". On the one hand, it sets up its own design team, works closely with suppliers to design various products, and strictly implements quality supervision and management. On the other hand, the practice of setting production costs at prices acceptable to customers is popular. In addition, it also adopts the policy of returning goods and refunds without any reason to solve customers' worries about later steps and improve consumers' trust in products of Marks&Spencer. Through unswervingly implementing these marketing strategies, Marks&Spencer has become the symbol of "excellent quality and reasonable price" and retained a large number of loyal customers.

For TESCO, customer relations are always the first priority. Providing customers with better products and services has always been the key to TESCO's business growth. TESCO's goal is to make people's life more convenient through its own efforts, and to attract every repeat customer and win the lifelong trust of customers. As TESCO put it in its brochure: "our core philosophy is to create enough value for our customers to earn their lifelong trust." For this reason, TESCO introduced the "membership card" system and achieved great success. More than 12 million TESCO membership CARDS have been issued. Information about each customer's purchase is recorded in a timely manner. TESCO analyzed these data in detail, conducted a follow-up survey on shopping mode of each card, studied the correlation between the purchase behaviors of different items, and then adopted corresponding marketing behaviors. TESCO, for example, offers discounts on goods that its members buy regularly. At the end of the quarter, every cardholder receives a letter from TESCO containing a voucher - worth 1% of what they have already spent on TESCO shopping. Cardholders will also receive coupons from TESCO offering discounts on certain items, suggesting things they might like. Detailed data have created conditions and possibilities for TESCO to retain customers and conduct customer relationship management. These are all based on TESCO database and perfect customer relationship management system.

In recent years, retailers have implemented the strategy of "private brand" and risen rapidly in the global retail market. So-called "own brand" products "refers to the retail enterprises by collecting, sorting and analyzing the features of consumer demand for certain goods information, put forward the new product features, price, and shape the development of the design requirements, and then choose the appropriate production enterprises to develop production, eventually again by retail enterprise to use their own trademarks for new product registration and sales of the products within the enterprise.

Through close cooperation with manufacturers, Marks&Spencer has created its own brand, including clothing, food and wine, shoes, cosmetics, books, etc. Saint Michael's brand has been recognized as the model of British own brand products. Spencer has been described as the world's largest "manufacturer without a factory". Since manufacturers do not have to invest special funds to develop or promote their brands, they can lower the price of their products, while Marks&Spencer can lower the price of their products because of the low purchase price, thus greatly increasing the sales volume. Industry insiders estimate that own-brand goods typically cost more than 15% less than manufacturers' brands, while margins can be as high as 30%.

Inspired by the successful practice of Marks&Spencer, in recent years, more and more British supermarkets have started to let manufacturers produce products with their own brands on their behalf, and it has gradually become a trend. At present, according to statistics, own-brand products have reached about 45% of the total sales of British supermarkets, and supermarkets are also ahead of their competitors in market segmentation of own-brand products. For example, TESCO's "value for money" food, including high-end "best" product series, "green food", "healthy diet" series and ordinary "own brand" series, etc., these products are not only good in quality but also cheap, and are deeply loved by the majority of consumers.

The Internet plays an important role in the daily life of British people. Most people buy tickets and book hotels online, which is very convenient and fast. Now more people are starting to shopping online. In November 2005 alone, British consumers spent £2 billion on the Internet, an increase of more than 50 per cent on the same month last year, according to the interactive media retail group. For retail enterprises, the use of modern information technology for management and network marketing, which is a new management mode and means in the Internet era of enterprise information. Various retail formats in the UK adopt a large number of modern information technology and scientific management system, so as to fully automate the whole process of purchasing, selling, adjusting and storing goods, and ensure a high degree of cooperation and precise cooperation between suppliers and retailers, retailers and consumers, so as to meet the different needs of different consumers conveniently and quickly.

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