What is retail operation management?

What exactly does operation management do?

The so-called marketing management is actually a process of planning and implementing market concepts, goods and services, design, pricing, promotion and other links to create exchange opportunities to meet customer needs and organizational goals. It is a process of analyzing, planning, implementing, controlling and managing exchanges to achieve goals. For a company, the guiding ideology of management is inseparable from production, products, marketing and social marketing, so marketing management is inseparable from the internal administration of the company.

With the concept of marketing management, I think it must be carried out from all aspects:

I. Basic objectives

The task and classification of market management: Some people think that the task of marketers is to maximize the production and sales by * * customers' demand for enterprise products. I think this is a narrow understanding. Marketing management should seek to create, establish and maintain the interest exchange between companies and customers through analysis, planning, implementation and control. So as to achieve the purpose of marketing. Don't forget the marketing classification when you have a task. For example: * * sex marketing, development marketing, * * sex marketing, reverse marketing ... Different categories, different seasons, different products will have different management processes. The real management process is mainly to identify, analyze, select and discover market opportunities in order to achieve the company's tasks and goals. Of course, it also includes the following points:

1, select the accurate target market;

2. Determine a marketing mix consisting of "controllable factors" and "uncontrollable factors";

3. To truly manage a marketing part and its marketing activities, there must be corresponding management norms as the support, that is to say, various management systems and workflows must be established and improved, as shown in the following figure:

1) preparation specification; Submit the sales plan; Make a regular timetable; Information submitted by various departments; Investigation and analysis of various materials; Various meetings were held; Processing of estimated output; Acquisition and analysis of all kinds of information; Credit investigation; …

2) Standardization of sales process; Valuation; Order; Delivery; Payment recovery; …

3) Standardization of accounting management; Account book registration; Classification of various summonses (such as order sales summons and accounts receivable summons). ); Statistical investigation report; Classification of books (such as order books, accounts receivable books, collection books, audit books, customer current books, etc.). ).…

4) franchise store management norms; Agency contract; Joining contract; Direct custody contract; Security deposit; Franchise fee; Management; Customer qualification; Annual ordering meeting; Update and save all kinds of contracts; …

5) Standardization of advertising management …

Second, the basic strategy

1, the company's business organization should be constantly changing, so that all personnel can be proficient in business, have a sense of crisis and work effectively.

2, the company's employees must devote themselves to work, so that the work to high efficiency, high income, high distribution (high salary) direction.

3. In order to improve the operational efficiency, the company must greatly delegate authority and let employees handle various affairs independently.

4. While achieving the goal and ensuring the responsibility system, the company must adopt the policy of combining heavy rewards with heavy penalties.

5. In order to promote retail, we should establish a sales model system, turn the original market into a seller's market, and let the company enjoy the control over agents and franchisees.

6. Focus on training retail stores and guiding their promotion methods, so as to increase demand and reach the set sales volume.

7. Hold regular meetings of agents to further strengthen contact with the terminal.

8. It is necessary to improve all basic strategies and achieve and implement concrete results in all relevant departments and personnel.

to be continued ...

What is retail management?

Retail management includes mastering the effective identification, utilization and development of target customers; Master how to establish an efficient and powerful retail store operation team; Master the elements involved in retail store management business; Master commodity planning, purchasing and analysis and financial statement analysis methods related to commodity sales and retail store operation.

"Retail Management Professional Competence Certification System" is jointly launched by China International Chamber of Commerce and American Retail Federation, the most authoritative organization in China and the United States, so that you can master retail management systematically.

What is management and operation?

It is a retail management term, which refers to a series of business management activities that retailers train, supervise, examine, reward and punish the operation of their stores through some hard and soft indicators.

The scope covers the business activities of the whole store, including: member recruitment and management, receiving goods, ordering, replenishment, internal commodity allocation, internal allocation, loss prevention, inventory, preservation, display, labeling, advertising promotion, sales, commodity sorting, equipment maintenance and maintenance, security (fire prevention, theft prevention, poisoning prevention and explosion prevention), cashier, bag storage, return and gift.

What qualities and skills do retail operation management need?

You will understand when you go to work in another company.

What are the business strategies of retail enterprises?

What is a business strategy?

Business strategy is the response measures taken by enterprises to form advantages and create survival and development space by considering their own advantages and disadvantages in a competitive environment.

Business strategy cannot be static, and must be adjusted with the changes of internal conditions and external environment. Management must also have different management modes according to the constitution and different stages of the enterprise. In the rapidly changing world environment, it is the essence of enterprise management to adjust business strategy at any time to serve business strategy. From this, we believe that the so-called business strategy refers to all actions that may be taken in order to achieve a certain business goal in enterprise management, as well as their action guidelines, plans and competition methods, which can be called business strategy. It stipulates the actions that should be taken in case of possible encounter and possible occurrence. Because business strategy activity is a difficult creative activity that requires brains and rational thinking, the correct use of business strategy should meet three conditions: First, actions should be carried out in order, and actions that cannot be modified or followed in the future should be changed in a constant way, which cannot be called business strategy. Second, what will happen in the future is uncertain. If the possible situation is certain, there is no need to make a business strategy. Third, the uncertainty of the situation decreases with the acquisition of information, and we should respond to the information of the original uncertain things in time. In practice, because these three situations often occur, it is quite complicated to formulate business strategy.

Definition of business strategy

1, business strategy refers to the formulation of long-term goals, the selection of action plans to achieve the goals and the allocation of required resources. Chandler (1962)

2. Business strategy is the model of goals or objectives, and the main policies and plans to achieve these goals, which are used to explain the current or future situation of the enterprises operated and the current or future company types. K. Andrews (1965)

3. Business strategy is the relationship between organizational activities, products and markets (mon thread), which is used to explain the basic nature of the organization's current situation and planned future situation. Ansoff (1965)

4. Business strategy is the basic mode of interaction between current and future resource allocation and environment, which is used to show how the organization will achieve its goals. Kondell (1978)

5. Business strategy is a plan that integrates the main objectives, policies and activities of an organization. Quinn (1988)

6, business strategy is the organization's activities and plans, so that the organization's goals can be coordinated with its mission, and in an effective way, so that the organization's mission can be coordinated with its environment. Therefore, as far as an organization is concerned, business strategy is a way to realize its mission or purpose, and it may also become a measure of the purpose or performance of the middle and lower levels of the organization. Thomas (1988)

7. The business strategy is a consistent, comprehensive and comprehensive plan, which challenges the advantages and environment of the company and ensures that the basic goals of the enterprise can be realized through appropriate organization and implementation. Glueck( 1989)

8. How does a business strategy define the relationship between an organization and the environment when it pursues its goals, and the way or response it takes to adapt to the challenges of the environment? The concept of business strategy covers the purpose and method, and there is a chain relationship between them, that is, the method used to realize the high-level organizational purpose of the organization can become the purpose of the low-level organization. Zhang Huocan (2005)

Characteristics of enterprise management strategy

Enterprise management strategy refers to the long-term overall planning and countermeasures made by enterprises in order to achieve enterprise goals, on the basis of analyzing external environment and internal conditions, and to survive and develop in competition. Its main features can be summarized as follows.

(1) General characteristics. It aims at the overall development of the enterprise, stipulates the business direction and overall behavior of the enterprise, and has a restrictive and guiding role in the business activities and management behaviors of all departments and levels of the enterprise.

(2) Long-term characteristics. It takes the future development of the enterprise as the direction, and stipulates the development policy and objectives of the enterprise in a long period of time. On the basis of investigation, prediction and scientific planning, we should be far-sighted and seek long-term development and long-term interests. It not only considers the reality of the enterprise, but also restricts the short-term behavior of only paying attention to "annual bonus" and "annual bonus", relying on equipment and abusing resources.

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What do you mean by distribution, wholesale and retail?

Distribution and wholesale refer to dealers or wholesalers.

A distributor is a unit or individual who only owns sales or services in a certain area and field. This is the dealer. Distributors have independent operating institutions, own the ownership of goods (buy out the products/services of manufacturers), obtain operating profits, operate in various ways, and their business activities are not limited or rarely restricted by suppliers, and their responsibilities and rights are equal to those of suppliers.

Dealer: As the name implies, it refers to a businessman who buys goods from an enterprise. They don't buy goods for their own use, but sell them by hand. They only sell by hand, paying attention to the price difference, not the actual price. Enterprises do not sell to dealers on credit, but collect money. This business refers to businessmen, that is, institutions. Therefore, "dealers" are generally enterprises, or commercial units that take money from enterprises to purchase goods.

businessperson

Although the investigation of dealers is divided into a separate part in the investigation content, dealers, as an important link in the sales channel chain from enterprises to terminal retailers, play a huge role in the market. And dealers can get the most market information. Therefore, the investigation of dealers can involve almost all the investigation contents, and it is precisely in this way that the investigation of dealers is extremely important.

As the traditional backbone channel force in China market, distributors are being tested by the wave of channel flattening and new channel forces. Under great pressure, distributors passively or actively adjusted their business development strategies:

First, some dealers began to OEM manufacturers and even invest in factories to produce their own brand products in order to maximize the benefits of channel resources;

Second, some dealers began to enter the retail field and extend to the downstream of the channel to stabilize and consolidate the market position;

The third is to maximize the acquisition of superior product resources, share operating costs and risks with products, and pursue the category scale of enterprise management. Unfortunately, more dealers are becoming vassals of manufacturers and are completely trapped by manufacturers. What's more, under the double "squeeze" of terminal retailers and manufacturers, there are many difficulties. What is even more frightening is that the disadvantaged groups among dealers are constantly being eliminated.

1, the agent can be a single brand or multiple brands, usually a single brand; Dealers must represent many brands, such as Shiping and Longlin. Distributor is a general term, including agents, distributors and simple traders (who can get goods from manufacturers or other places).

2. Agents are distributors and dealers, but distributors and dealers are not necessarily agents. Dealers are no different from dealers.

3. Distribution is a concept of sales model. Dealers are transit stations, and production enterprises entrust products to transit stations for sales. The agent is authorized by the production enterprise to sell at the terminal in a certain area. Distributors are similar to traders and trade freely.

4. Dealers broadly include agents and dealers; Whether the existence of agents and distributors is authorized. Of course, there are many kinds of agents.

5. Mainly from product ownership: the distributor owns the ownership of the product; Generally speaking, agents have no ownership and only charge commission for brand sales. Dealers generally only do channels, not terminals.

6. Distributor: authorized by the original factory to sell all products and handle business on behalf of the manufacturer. Dealer: A trader who can get the goods in the original factory can't get the rebate without the authorization of the original factory. Agent: the original factory is authorized to sell some products, and the original factory will give rebates and so on. Some foreign agents are also called dealers. The supporter of the agent is the original factory (unique to a single brand), and we generally understand that dealers and dealers integrate market resources, serve customers and support more!

7. Dealers are divided into ordinary dealers and special dealers. The former has no restrictions, just like ordinary daily necessities outside, while the latter has some special agreements with big agents or manufacturers in sales and product prices. Dealers are between agents and dealers. An agent refers to a merchant who is authorized by the manufacturer to sell products in a certain area during the sales process. It is divided into four levels: regional, national, provincial, city and county, and it is also divided into exclusive agent, general agent and graded agent. All agents have corresponding permissions. In principle, low-level agents are managed by high-level agents.

Many companies write about the responsibilities of factory representatives: effective management of dealers. With this statement, many salespeople are like holding swords on the side, and they are like decent managers. In fact, for dealers, it is not practical to use the word "management". ......

How to systematically study the management, operation and retail of chain stores

Characteristics of chain operation Chain operation has the following basic characteristics: 1. Chain operation is a contractual relationship between licensor and licensee, that is, the relationship between licensor and licensee depends on the contract of both parties; 2. There is no tangible asset relationship between the authorized person and the authorized person in the chain operation, but they are independent legal subjects, and each of them independently bears external legal responsibilities; 3. Licensor has the ownership and/or exclusive right to the authorized matters involved in the contract between the two parties, and Licensee obtains the right to use (or the right to use) and the right to income based on the right to use through the contract; 4. Authorization in chain operation refers to the right to use intangible assets, including intellectual property rights, not tangible assets or their right to use; 5. Licensee is obliged to pay the fees to Licensor according to the contract between both parties; 6. Licensee shall keep the uniformity required by Licensor in the contract. [Edit this paragraph] Chain operation is characterized by six unifications: unified procurement, unified distribution, unified logo, unified marketing strategy, unified price and unified accounting. [Edit this paragraph] Advantages of the chain operation mode The main advantages of the chain operation franchise mode are: 1. The licensee can achieve the goal of scale operation only by investing in brand and management experience, which can not only get returns in a short period of time, but also make intangible assets upgrade rapidly. 2. Because the licensee has purchased a successful operating system, it can save a "learning curve" that it must go through when starting a business, including the necessary groping process such as selecting profit points and opening the market, thus reducing business risks. 3. The licensee can own his own company and control his own income and expenditure. The start-up cost of the licensee is lower than other modes of operation, so it can recover its investment and make a profit in a short time. The licensee can get the help and support of experienced licensees in site selection, design, staff training, market and so on, so that its operation can quickly move towards a virtuous circle. 4. The relationship between licensor and licensee is not competitive, which is conducive to expanding market share. The essence of chain operation is an effective way for enterprises to use intangible assets for capital operation and realize low-risk capital expansion and scale operation. This is also the fundamental reason for the rapid development of chain operation. [Edit this paragraph] Three forms of chain operation Chain operation is a form of management organization and management system, which refers to a number of enterprises operating similar goods or services, forming a consortium in a certain form, carrying out specialized division of labor under the overall planning, implementing centralized operation on the basis of division of labor, and combining independent business activities into an overall scale operation, thus realizing economies of scale. Chain operation includes direct chain, franchise chain and free chain. Franchise FC (Franchise Chain) is a contractual relationship in which the headquarters with technical and management experience guides and teaches the technical experience of franchise stores in various operations, and collects a certain percentage of commission and guidance fee. Franchising headquarters must have a complete and effective set of operational technical advantages, so as to transfer guidance, let franchisees operate quickly, and gain benefits from it, and the franchise network can grow day by day. Therefore, how to inherit management technology is the key to franchising. Direct chain RC(Regular Chain) refers to the chain stores directly operated by the head office, that is, the business form of each retail outlet directly managed by the company headquarters, which has no franchise stores. The headquarters adopts a deep management mode and directly places orders for all retail outlets. There is no doubt that retail stores must fully accept the command of the headquarters. The main task of direct chain is "channel operation", that is, to obtain profits from consumers through the expansion of business channels. Therefore, the direct chain is actually a "management industry". Voluntary joining VC (voluntary chain) is a shop that voluntarily joins the chain system. Because this kind of store already exists, it is not a franchise store, but was originally founded by a chain headquarters, so it should be different from a franchise store in name. In the voluntary franchise system, the ownership of goods belongs to franchisees, while the operation technology and store brand belong to the headquarters. Therefore, although the operation of the voluntary franchise system is based on the unity of franchisees' recognition of "fate * * *", we should also take into account the premise of "life * * * *" cooperation and development, on the one hand, we should maintain franchisees' independent operation. Therefore, voluntary franchising can actually be called "the industry of ideas". It means focusing on the communication between the two in order to achieve ......

What is the business category?

Business scope of the company

Business scope refers to (by category) business category.

Trading Co., Ltd., Industrial Co., Ltd., Trading Co., Ltd.:

Daily necessities, knitted textiles, clothing, shoes and hats, clothing, curtain cloth, carpets, decorations, cosmetics, washing equipment, washing supplies and appliances, thermal insulation materials, waterproof and leak-proof materials, household appliances, craft gifts, jewelry (except bare diamonds), jade articles, toys, flowers and trees, sporting goods, cultural and sports goods, lamps, computer software and hardware and accessories, packaging materials, office supplies and so on. Building materials, printing machinery, hotel supplies, sanitary ware, ceramic products, glass products, leather products, rubber and plastic products, auto parts, compressors and accessories, bearings, pipe fittings, valves, wires and cables, power tools, electromechanical equipment, refrigeration equipment, instruments and meters, fitness equipment, lighting appliances, photographic equipment, telecommunications equipment, communication equipment, audio equipment, audio equipment. AC and DC power products, environmental protection equipment, office equipment, fire fighting equipment, environmental protection equipment, steel products, wires and cables, building decoration materials, mechanical parts, chemical raw materials and products (except for dangerous chemicals, monitoring chemicals, fireworks and firecrackers, civil explosives and precursor chemicals), metal materials (except for special control), metal materials, metal products (except for special control), air conditioning, refrigeration equipment, I Wholesale and retail sales of commercial vehicles and passenger cars with more than nine seats, hotel supplies, computer hardware and software and consumables, fasteners, standard parts, instruments and meters, communication equipment (excluding ground receiving facilities for satellite TV broadcasting), and engage in the import and export business of goods and technologies.

Clothing (or shoes, cosmetics) Co., Ltd. engaged in the import and export business of goods and technologies (essential content of import and export business)

Sales of clothing, shoes and hats, cosmetics, daily necessities, knitted textiles, textile fabrics and accessories, household goods, baby products, leather products, down products, bedding, packaging materials, craft gifts, cultural goods, paper products, office supplies, fabrics, toys, etc.

Electronic (equipment) company

Electronic products, mechanical and electrical products, household appliances, rubber products, lighting appliances, electronic components, wires and cables, fasteners, standard parts, laser equipment valves, valve fittings, laboratory equipment, experimental equipment, clean room equipment, filtering equipment, stainless steel products, aluminum alloy products, communication equipment, machinery and accessories, building materials, computer hardware and software and accessories, mechanical and electrical products, telecommunications equipment, wires and cables.

service class

Business Service Co., Ltd., Cultural Service (Communication) Co., Ltd., Translation Service Co., Ltd., Cleaning Service Co., Ltd. Enterprise (market) marketing planning, corporate image planning, enterprise management consulting, talent agency, talent recommendation, talent information consulting (the above three items require talent agency service license), equity investment, equity investment management (registered capital 1 100 million RMB or more), market information consulting and investigation. Investment consulting, investment management, exhibition services (except exhibitions), lighting design, architectural decoration engineering, environmental protection engineering, communication engineering, real estate development (special industry), interior decoration design, architectural design, civil engineering, project management, hydropower engineering construction, electrical installation and maintenance services, freight forwarding, freight forwarding services, graphic design and production, art design, logistics storage, flower etiquette services, and craft gifts. Automobile decoration (special industry), financial consultation (except agency bookkeeping) (consulting items except intermediary), labor service (special industry) (except professional intermediary), product packaging design, advertising equipment leasing, electrical installation and maintenance, mechanical equipment leasing, cleaning service, greening maintenance and landscaping engineering, engaged in technical consultation, technical service, technical development, technology transfer and educational information in the field of environmental protection science and technology.

Enterprise management (investment management) Co., Ltd., business (information) consulting ......

What's the difference between operation and marketing? 5 points

Operation: 1, responsible for organizing and coordinating the completion of the company's annual production and operation plan;

2. Responsible for organizing, promoting and implementing the company's medium and long-term development plan;

3. If the research information is seriously distorted, which affects the company's major decisions and causes losses to the company, it shall bear corresponding economic and administrative responsibilities.

Marketing: 1, market analysis.

2. Set sales targets.

3. Decide on the sales strategy.

4. Organize actions.

5. Welfare plan and fund management.

6. Make suggestions on market development.

As can be seen from the above, there are essential differences between the two.

What is an operation management trainee?

Many enterprises have a unified name for fresh graduates when recruiting them, that is, trainee or management trainee; And operation is a module in the company, just like sales, technology and so on. Generally speaking, operation includes many aspects, such as production, logistics and finance. However, depending on your company, the training program you mentioned is inconclusive. Foreign companies may have fixed processes, and private enterprises are relatively weak. For the corresponding performance appraisal, it is really not within your consideration, but what the company HR does.