零售定位

中国成功零售企业定位点的实证研究

An Empirical Study on the Positioning Point of Success-ful Retail Enterprises in China

商品、服务、价格、购物环境等，成为成功零售企业定位点选择的要素；

Successful retail enterprise could choose product , service , price and environment as his positioning point ;

零售商业市场定位与地理定位

Retail industry : market position and geographic location

全国统一的药品零售价应该定位合理。

Unified retail prices across the country should be worked out when it is feasible .

供应链的概念提供了一套思考方法，可以使零售业明确定位和优化产品的供应过程。

The concept of SC provides a set of thought method and can make retail trade orientate definitely and optimize supply process of product .

在对外资零售企业业态定位的研究中，从零售企业业态定位的宏观环境、竞争对手、零售企业自身条件及发展战略三个方面对外资零售企业业态定位进行了分析；

It made research from three aspects : Macroscopic environment , the competitor and foreign capital retail enterprise itself . The dissertation made research to factor of marketing positioning of the foreign capital retail enterprise .

文章运用STP（市场细分、选择目标市场和市场定位）策略分析零售企业自有品牌定位的基础，从消费者心智、品牌差异点和零售业态调整三个方面阐述零售企业自有品牌的定位策略。

The paper analyzes the fundamental factors of market positioning of private brands of the retail enterprises with STP tactics . And then it discusses the ways of the private brand positioning from aspects of consumer mentalities , differences between brands and the adaptation of the retail industry .

接着阐述了论文研究的相关基础理论，对零售企业和零售业态的概念进行了界定，阐述了零售企业业态定位理论和零售企业营销要素组合定位理论，并引入了市场定位研究的两个理论工具。

Give the definition of retails and retailing types of operation . And it elaborated the theory of marketing positioning . The dissertation has conducted the research to the development situation of Heilongjiang foreign capital retail enterprise .