中国零售业态分类研究  

Research on Classification of Retail Formats in China

作　　者：彭娟[1] 

机构地区：[1]广东工贸职业技术学院经济贸易系,广州510510

出　　处：《商业研究》2014年第7期42-49,共8页Commercial Research

基　　金：教育部人文社会科学研究一般项目;项目编号:10YJC790177

摘　　要：随着服务经济的到来,广义零售概念更符合理论与实践发展的趋势。零售业态可分为商品、餐饮和服务零售三大类,对这三大类零售业态营销组合要素及主要纬度进行差异比较,发现它们在价格要素、店址要素、人员要素和沟通要素主要纬度方面不存在差异,而在产品要素、服务要素和环境要素等主要纬度描述方面存在较大差异,这些差异主要与三大零售业态之间产品的无形特征有关。考虑业态创新对零售业态分类的影响,本文提出含业态大类层、核心业态层和业态创新层的三层次的零售业态分类体系,通过展示中国零售业态细分及区分的界限,同时用7个基本营销组合要素,以及具体的24个纬度对中国餐饮和服务零售业态组合特征进行分析,旨在拓展零售业理论研究的宽度和深度,提高研究成果的应用范围,推动三大零售业态的健康发展。With the arrival of the service economy, the general retail concept is more in line with the development trend of theory and practice. Retail formats can be divided into commodity, catering and services retail three categories. By comparing marketing mix elements and main latitude of three retail formats, the paper finds they do not differ in price factors, location factors, personnel factors and communication factors, but there is a big difference mainly in product factors, service factors and environmental factors. These differences mainly related to intangible product characteristics between the three major retail formats. Considering the impact of innovation on the classification of retail formats, the classification system of retail formats three levels containing category formats layer, core formats layer and the innovation formats layer was put forwards. The paper showed China＇s retail formats subdivision and distinction, and analyzed Chinese catering and service retail portfolio characteristics with the 7 basic marketing mix elements, as well as 24 latitudes, to expand the width and depth of the retail industry theory, improve the application of research resuhs and promote the healthy development of three retail formats.

关 键 词：商品零售 餐饮零售 服务零售 零售业态 分类体系 

分 类 号：F713.32[经济管理—产业经济]