导　　师： 刘治江

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 超市经营是一项精细、繁复的系统工程。作为一种应运而生的零售业态,通过不断的摸索和改进,其地位日益提高、经营模式也已比较成熟。然而在世界形势瞬息万变、竞争日趋激烈、客户权利不断提高的今天,过往成就辉煌的经营模式已不足以赢得竞争优势。企业需要创新思维、对运营策略进行优化,这一切实施的关键依托于对客户的深刻洞见。 本文将从客户价值研究及客户行为分析两个层面展开论述来体现超市运营的客户导向,主要内容由第二、三、四章组成。在第二章首先对超市的概念、经营特征、盈利模式、经营现状及发展趋势等进行概述。第三章通过客户感知价值和客户贡献两个视角探讨了怎样把握客户价值的完整概念以及它们在超市中的应用。对于客户感知价值,在通过文献回顾把握其内涵的基础上提出了在超市中进行客户感知价值管理的建议;对于客户贡献,通过文献回顾对其内涵、界定、应用等问题做了详细的分析,在此基础上通过一个模拟的实例说明了在超市客户盈利性分析中应用作业成本法的优越性,接着提出了基于客户贡献的差异化管理意见。第四章开篇即将视角由价值转向客户本身,对客户、购物决策过程,购物行为变化等方面结合超市行业特点进行了详细分析。最后在客户价值研究和客户分析的基础上,从销售、客户服务、人力资源管理三个方面探讨了怎样在超市中制定客户导向的运营策略,并提出了一些改进建议。 Supermarket management is a sort of detailed and complicated system engineering.As a retail form emerged as the times require,supermarket mode has become more and more mature and important by persistent adjusting and improving.Nowadays,the world's environment keeps changing,the competition among enterprises is becoming more and more drastic,and the customer's bargaining ability keeps advancing.Depending on those tactics lead to success before,the enterprises couldn't find their competitive edges yet,so they have to renovate thinking and optimize business strategy,which requires us to show the profound insight on customer. This paper will represent the customer-oriented concept from the research on the customers' value and the analysis on customers'behaviours.ChapterⅡsummarize the concept,operating character,profit mode,status quo and development trend of the supermarket. The third chapter discusses the rounded concept and the application in supermarket of the customer value in the perspective of customer perceived value and customer contribution.For the customer perceived value section,the writer brings forward several management suggestions based on the literature reference.For the customer contribution section,the writer first takes elaborate analysis on the meaning,definition and application after reviewing correlative literature,then introduces the principle of the ABC/(short for Activity-Based Costing/),and explains the superiority in the supermarket's customer profitability analysis via a case.At last put forward a few correlative management suggestions.The forth chapter consists of two parts.PartⅠis about the analysis of the customers themselves,purchase decision-making process and the purchase trend while.PartⅡtalks over how to set down the customer-oriented business strategy in supermarket from the perspective of distribution, customer service and human resource management and put forward improving suggestions for them.

关 键 词： 超市 客户导向 客户价值 客户感知价值 客户贡献 运营策略

分 类 号： [F274 F717.6]

领　　域： [经济管理] [经济管理] [经济管理]