課程大綱
課程大綱
Day 1: The Retail Environment and Retail Value Chains
第1天：零售環境與零售價值鏈
課程大綱：
模塊一零售環境與零售價值鏈
1
Evolution of the Retail Environment
零售環境的演變歷程
2
Types of Retailers
零售商類型
3
Exercise 1. Who is your favourite retailer? Why are they your favourite retailer? What type of retailer are they?
練習1. 你欣賞哪些零售商？為什么？他們屬于什么類型的零售商？
4
Segmentation for Retail channel design
零售渠道設計細分
5
Exercise 2. Categorise your favourite Retailer using the Coughlan matrix
練習2. 采用考夫蘭矩陣（Coughlan）將你所欣賞的零售商進行分類。
6
Retail Value Chains-Demand Driven Value Chains –Zara
零售價值鏈 –以需求為導向的價值鏈 - Zara
7
Retail Value Chains-Supply Driven Value Chains- Wal Mart
零售價值鏈 – 以供應為導向的價值鏈 - 沃爾瑪(Wal Mart)
8
Exercise 3. Does your favourite retailer have a supply or demand driven value chain?
練習 3. 你所欣賞的零售商是否具有以供應為導向或者以需求為導向的價值鏈？
Day 2: Merchandise Strategy and Supplier Relationships
第2天：商品戰略與供應商關系
模塊二商品戰略與供應商關系
1
Merchandise Strategy
商品戰略
2
Exercise 4: Calculating Key Merchandise Ratios
練習4: 計算關鍵商品比率
3
Retail Supply Partnerships
零售供應伙伴關系
4
Exercise 4: Case Study: Kimberly Clarke
練習4：案例分析：金佰利（Kimberly Clarke）
5
Channel Power
渠道力量
6
Exercise 5: “Is it possible to have a retail supply partnership when one side has all the power?”
練習5: “當力量完全偏向其中一方時是否有可能建立零售供應伙伴關系？”
Day 3: Global Retailing and The Future of Retailing
第3天：全球零售業與零售業的未來
模塊三全球零售業與零售業的未來
1
International Sourcing
國際采購
2
International Market Entry
進軍國際市場
3
Exercise 6: Case Study: IKEA and Tiffany entry to China
練習6：案例分析：宜家（IKEA）與蒂梵尼（Tiffany）進駐中國
4
Omnichannel Retailing
全方位渠道零售
5
Exercise 7: What must Retailers do to Survive in an online world?
練習7：零售商必須采取哪些措施才可能在在線商業世界中求得生存？
6
Summary
