中国成功零售企业定位点的实证研究

本文通过对全国样本的零售企业顾客满意度影响因子和评价数据的分析,对中国市场成功零售企业的定位点表现进行了实证研究,本文得出了有价值的五个结论:(1)成功的零售企业有明确的定位点;(2)成功的零售企业一般拥有1个主要、1个次好两个定位点;(3)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;(4)同一零售业态的成功企业可以有不同的定位点;(5)成功零售企业的非定位点都高于行业平均水平,而趋向成功的零售企业达到行业平均水平。

An Empirical Study on the Positioning Point of Successful Retail Enterprises in China

By analyzing the evaluation data of countrywide samples and the impact factors of customer satisfaction, this paper studies about the positioning point of successful retail enterprises in China, and reaches five valuable conclusions: (1) successful retail enterprise has definite positioning points; (2) successful retail enterprise com- monly has a primary positioning point and a subsidiary positioning point; (3) successful retail enterprise could choose product, service, price and environment as his positioning point; (4) retail enterprises with same retail format could have different positioning points; (5) the non-positioning point of successful retail enterprise exceeds the industry average level, and the non-positioning point of retail enter- prise who tends to success almost reaches the industry average level.