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《用芝麻打开零售之门--细节的魅力（Open the door to retail with sesame -- the charm of detail）》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、用芝麻打开零售之门--细节的魅力（Openthedoortoretailwithsesame--thecharmofdetail）XinLuusuallyprideshimselfonpurelyrationalconsumersandwillnotbecaughtupinthe"tricks"ofthebusiness."Iplaywiththese,toolittleplayabigknifebeforeGuanggong"XinLuoftenthink.It'snowonderthatXinLuengagedinmarketworkformanyyearsin
2、theworldfamousconsumercompany,workistheultimateconsumer,themainworkisalwaystryingtochangeallkindsofconsumerattitudes.Ifconsumersaremoreorlessalittleemotional,thenXinLuthiskindofpersonmaybemorerational.Theappealof"oneword"-triggeringamallwarXcityistheNorthwestCentralCity,andthetwoorthre
3、elargestshoppingmallsinthedowntownareahavebeenfiercelycompetitive.Afewyearsago,Bstores,inordertooccupyapowerfulposition,thesurpriselaunchofthetheme"buytwohundred,sendonehundred"promotionalactivities,amessagewillbeboilingYangYang.XinLubelongstothenumberofmenloveshopping,hedecidedtofield
4、alook,evenseeafewdaysfound:first,theflowofpeoplethaninthepasthasincreasedsignificantly,anincreaseofatleast15%(heoftengotothemall,canbecompared;inaddition,out)promotionsarenotcarriedoutinthewholebusinessfield,butonlylimitedtoclothingshoesandhats,giftshoppingcoupons,mustbeintheareaofcons
5、umption.XinLuknowthattheoriginalshoppingmallsinthe30percentoffconcessions,isnowmorepreferentialit?Hefirstcontrastedthediscountrate:Commodityprice,discountrate,actualpurchaseprice,merchantparlanceInfact,itcanbeseen:thediscountrateisonly3%lowerthaninthepast,XinLufurtherthought:Mallturnov
6、ercomesfromtheconsumptionoftwopeople:one,theoriginalpeople(nottoengageinpromotionalactivitieswillpatronizetheconsumptionofpeople)two,newpeople(forpromotionalactivitiestoconsumptionofpeople,nottheoriginalconsumptionstream)reducethepromotion,newpeoplewillbringsomeoftheextraspending,eveni
7、fpeopledidnotaddanyconsumer,thesupermarketisonlyweakprice:increasethediscountrateof3%forthetrafficgrowthofatleast15%,inthecompetitiveenvironmentthisisundoubtedlyaverygoodresult.Incontrasttoothercompetitors,themanyshoppingmallshavetremendouseffort,hugeinvestmentpromotioncostsbuthaveli
