課程大綱

課程大綱

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