白酒营销管理研究的新视野与新成果——《大型商超白酒销售业绩影响因素研究》书评  

New Horizons and New Achievements of Baijiu Marketing Management Research:Book Review of"Research on Influencing Factors of Baijiu Sales Performance in Hypermarket"

作　　者：邵良杉[1] SHAO Liangshan(School of Business Administration,Liaoning Technical University,Huludao 125105,Liaoning,China)

机构地区：[1]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《酿酒》2024年第5期46-49,共4页Liquor Making

摘　　要：针对大型商超白酒销售业绩影响因素的研究空缺与现实问题,《大型商超白酒销售业绩影响因素研究》从系统论的视角,融合三个经典营销分析框架,围绕商超的独特情境特征和白酒的多维文化属性,识别因素间结构关系,建立适用于大型商超的白酒销售业绩影响因素理论模型。在此基础上,构建销售业绩影响因素指标体系,应用大润发连锁超市23家门店的用例白酒销售数据进行实证分析,识别关键影响因素,揭示销售业绩提升策略的着力点。该书的研究成果不仅有利于经验累积和理论发展,同时对于相关学者、企业决策者及实践者具有重要的借鉴意义和启示价值。In view of the lack of research on the influencing factors of Baijiu sales performance of hypermarket and the practical problems,"Research on influencing factors of Baijiu sales performance in hypermarket"integrates three classic marketing analysis framework and revolving around the unique situational characteristics of hypermarkets and multi-dimensional cultural attributes of Baijiu,the structural relations among factors,a theoretical model applicable to influencing factors of Baijiu sales performance of hypermarket is constructed.On this basis,the index system of influencing factors of sales performance was constructed,and the empirical analysis was carried out by using the use case Baijiu sales data of 23 stores of RT-Mart to identify the key influencing factors and reveal the focus of the sales performance promotion strategy.The research results of the book are not only conducive to the accumulation of experience and theoretical development,but also have important reference significance and enlightenment value for relevant scholars,enterprise decision makers and practitioners.

关 键 词：大型商超 白酒 销售业绩 影响因素 书评 

分 类 号：TS262.3[轻工技术与工程—发酵工程] F274[轻工技术与工程—食品科学与工程]