新零售外文翻译文献

沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字文献出处: Metaxas D. The research of 4Ps and 4Cs marketing strategy in Wal-mart [J]. Journal of Applied Sciences, 2016, 12(5): 705-715.原文The research of 4Ps and 4Cs marketing strategy in Wal-mart Metaxas D.AbstractRetail trade is an important part of a national economy. Its development trend reflects a country's economy as a whole. Specifically, retailing is a barometer of a country and region economic operation condition, whether the coordinated development of national economy, social and economic structure is reasonable, in the first place in the field of circulation, especially in the consumer goods market. Every change and progress in retailing, has brought about the improvement of people's life quality, and even triggered a new way of life. Modern retailing is the combination of high investment and high-tech industry, under the new situation of the retailers use the most advanced computer and various communication technologies responding quickly to changes in consumer demand.Keywords: Wal-mart; 4Ps; 4Cs; Marketing strategy; Retail1 Literature reviewMarketing (Marketing), also known as Marketing, Marketing or Marketing, hereinafter referred to as "Marketing", refers to the individual or collective through creating, offering, and exchanging products and value with others, in order to get what they need and want a social and management process. This definition focuses on the marketing value orientation, containsthe core concept of mainly: needs, desires, and needs; Products; Value, cost and satisfaction; Exchange, trading and relationship; The market; Marketing and marketers. The origins of marketing from the late 19th century early 20th century the development of American industry, at that time, has not occurred against the background of modern marketing theory, but the idea of marketing is becoming more and more taken seriously by people.Until the 1960 s, American scholar Jerome McCarthy (e. J. Mc Carthy) in its "Marketing foundation" (Basic Marketing) book, put forward the classical theory of 4ps, namely Product (Product), the Price (Price), channel (Place), Promotion (Promotion) Marketing mix theory. With the progress of the society, the evolution of the marketing idea began to constantly sublimation, tothe late 1970 s and early 80 s, western scholars and enterprise management personnel to the enterprise marketing mode of development and evolution of a more in-depth analysis of the traditional 4ps marketing theory, made some changes and added in the Process of develop, according to the change of external marketing Environment and scholars have a different effect on the basis of the traditional 4ps added on the basis of 3 p, namely personnel (People), Process (Process) and the Physical Environment (Physical Environment) and the original 4ps theory formed new 7ps theory. American marketing master Philip kotler in the harvard business review in 1986 (3 ~ 4 months) published "on big marketing", its main idea of this paper think that for the enterprise market marketing, rights and public relations of these two factors along with the increasingly fierce competition is also very important, and puts forward the 6ps theory., followed by kotler is further put forward the strategic marketing concept, thus development puts forward 10ps, 11psmodel, makes the marketing theory has formed a comprehensive and huge marketing management system. Although scholars have its 4ps to 6ps, 7ps, even 11ps, however, is still at its core thought is 4ps, and theory in corporate profits as a starting point, and didn't mention due to consumer demand.American marketing expert professor Robert slaughter friends in advertising age in 1990 published "retire 4 p, 4 c appearance", this paper puts forward the corresponding to the 4ps to 4cs mode, 4cs theory stresses that enterprise should meet the needs of customers first, at the same time as much as possible to reduce the purchase cost of customers, take care of the customers to buy more fully in the process of ease, should also be effective two-way communication with customers in the end.4cs is the Customer (Customer), Cost (Cost), Convenience (convenient) and Communication (Communication).4cs theory compared with 4ps theory more meet the needs of the development of society, but 4ps still is the enterprise to carry out marketing activities can not lack of four basic foothold, is also the starting point of modern marketing theory. After entering The 21st century, such as amazon, Netflix online business model has achieved great success, in order to describe The business and economic pattern, Chris Anderson (2004) in its own wired magazine published "The Long Tail" (Tail), defined The "Long Tail" refers to those who would otherwise not be taken seriously and sales are small but The variety of product or service, and make The total cumulative produced huge qualitative change, The total revenue more than The mainstream products.2 The company profileWal-mart Stores co., LTD. (a Wal - Mart Stores, Inc.) (NYSE: WMT) is an American multinational chain, is also the world's mostprivate employers, employees more than 2 million people worldwide to join the big family of wal-mart. Walton family have wal-mart, 48% of the company's shares for wal-mart's largest holdings, is also the founder of the wal-mart. Company headquartered in Arkansas, the population of only 25000 people in the town in Bentonville, now the town has become the retailers, contractors, and the salesman will go places. Wal-mart first by Sam Walton in Arkansas in 1962 established a parity supermarket, at that time, the store is just a normal husband and wife, but after decades of development, now the company has more than 8500 stores in 15 countries spread around, ranks the first on the retail industry has been, if it only can be calculated by revenue, the company often fai performance won the top three. Wal-mart's main business form a wal-mart shopping plaza, Sam's club, wal-mart stores, wal-mart neighborhood market and other four types of stores each has its different functions.3 4Ps marketing strategy analysis3.1 Product strategy analysisRefers to provide products to the market to attract people's attention, to obtain, edible or consumption, to meet the need of some kind of desire or anything. As a retail enterprise, can bring something of value to the enterprise almost all concentrated in the sales of products, the products will be sold at enterprise satisfied price, is to determine whether the enterprise profit or conform to the enterprise strategic decisive standard. Therefore, the properties of the products are the foundation of the retail enterprise to survive.3.2 Pricing strategy analysisIn the marketing mix, price is the only factor to generate revenue; other factors can only appear as cost. Price is also themost flexible of the marketing mix factor, consumer sensitivity for the change in price is higher than other factors. So the retail industry in the most competitive price and the price competition is the number one problem. Wal-mart's market positioning is "everyday low price", so the goods must be low enough in wal-mart, wal-mart, in order to and subject to change at any time along with the change of the market prices of the goods, if wal-mart employees find that competitors in the same commodity price is lower than wal-mart, employees have the right to change the price, in order to avoid this shop commodity price competition at adisadvantage. In order to be able to effectively lower commodity prices, the company vigorously promoting employee life thrift, and using the advanced management concept and the computer system, to reduce the cost of production.3.3 Channel strategyRetail industry belongs to a kind of dili industry, retail enterprise entity retail locations around the environment affects the survival of the enterprise, so to speak so storefront location problem of retail enterprises is one of the key factors of competition it can attract consumers. Because the customer flow and high rent this contradiction relations exist between general, so retailers must fully understand their own advantages and disadvantages, then choose the best for their own development.3.4 Sales promotion strategy analysisPromotion (Promotion) refers to the seller with potential buyers or other personnel in the channel to communicate information, intended to influence the attitudes and behavior of others. Personnel promotion (personal shot) involves direct communication between sellers and potential customers, itsadvantage is that can get instant feedback and make proper adjustment, but also has the disadvantage of expensive. In the retail industry, personnel perform as long as the promotion of the guide by personnel and department manager to complete, therefore, staff training is very important. Make up a large proportion of the public promotion is the advertising, promotion although also can produce a lot of positive effect, but the company enterprise is difficult to grasp its results, therefore, general enterprise can adopt the form of advertising to promote their own products.4 Analysis of 4Cs marketing strategy4.1Analysis of customer strategyRetail business is a variety of customer requirements, must carefully analyze customer needs, can be targeted marketing activities, seize customers, improve customer loyalty to the company, to achieve wal-mart retail business marketing goals.4.2 Analysis of cost strategyHere refers to is not just the cost of the production cost of enterprise products, also covers the customer willing to pay to buy goods sold for the enterprise cost, outstanding strategy means that the cost of enterprise ideal for goods pricing, the product price is lower than the customer'spsychological price, and can make enterprise to obtain the expected profit. In addition, in the process of purchase, the purchase cost of customers not just monetary expenditures for the customer, include the amount of time in the process of shopping, strength, energy, and buy the risk.4.3 Analysis of convenient strategyCustomers at the time of purchase of goods or services, in addition to pay monetary cost, also need to pay the time, energy,physical strength, learning cost, that is to say, when customers want to obtain goods or services, to get the goods or services between the actual distance, the distance, which may be time, might also be the distance, also may be thought of.4.4 Analysis of communication strategyUnder the traditional 4ps marketing theory, the enterprise sales promotion behavior is the enterprise of the single direction for the center to the customer for sales and persuasion, devoid of the customer's subjective initiative, is a kind of low efficiency and low efficiency of the marketing strategy.4cs is that between customers and enterprises should establish a multi-channel bidirectional communication channels, as seamless as possible for positive and effective communication with customers, the establishment of the maximum possible new business/customer relationship based on common interests. In order to retain the loyalty of customers, the company also for some goods after-sale protection services, have detailed records for each commodity, to prevent any mistakes after unable to contact the customer.译文沃尔玛4Ps和4Cs营销策略研究Metaxas D摘要零售业是一个国家经济的重要组成部分，其发展趋势反映了一个国家的总体经济走向。

零售业供应链英文文献及译文20 Since the 1990s, China's rapid development of the retail impressive, but compared with developed countries, China's retail business is still an enormous gap exists. China's accession to the WTO, foreign retail giants have entered the Chinese market, China's retail industry to directly face the international market amid fierce competition. And the globalization of the economy, market conditions, Business and competition among enterprises has evolved into the supply chain and the an integrated management ideas and methods, supply chain management around the core business, through the flow of materials, funds, information flow, will be suppliers, manufacturers, distributors, retail customers until the final composition of the supply chain together into an overall management model. At present, China's large retail enterprises in the supply chain management awareness has remained only at the operational level, not to treat it as a corporate strategy to implement an important component of the it is only through the supply chain management of strategic thinking, with the types of goods used to build the supply chain to acquire strategic match, can we make our retail enterprise supply chain management to implement a qualitative leap.1.An efficient supply-chain and supply-chain reactionSupply chain there are two main functions : to the logistics function and flow function. Supply chain logistics functions refer to the minimum cost of the raw materials processed into components, semi-finished products, products and their supply chain from a node to another node; supply chain to flow function refers to the market demand to make rapid response, to ensure an appropriate product in the appropriate place and time to meet the needs of customers. Logistics functions to flow and function needs some costs, which together constitute the total supply chain costs, with the main logistics costs including transport, storage, packaging, handling, distribution processing, distribution costs, flow to the cost of including an oversupply of commodities price losses, and supply of stock losses and the resulting loss of potential income customers The general sense is the supply chain and logistics business flow between these two functions of the balance, responsiveness and efficiency cost trade-off between the level. Supply chain management is an integrated management ideas and methods, in the increasingly fierce market competition, the rapid development of information technology today, the supply chain tends to shorten the response time to meet the evolving needs of users. In this time based on the competition, supply chain operations with the needs of the market simultaneously, not only faster response speed, and a flexible response to the magic. Supply chain reaction capacity available supply chain following tasks ability to measure : Is able to demand significant changes to respond; whether it can satisfy customers in a shorter period of Availability; whether it will provide customers with more varieties of products; the possibility of providing innovative products; ability to provide a high level of customer service. Supply chain has more of the above capacity, the supply chain reaction capability will be. However reaction of the increase must also pay the cost of the price increase. For example, to meet the demand for the drastic change in, it needs higher inventory levels, leading to a declining level of efficiency. Therefore, each raising a strategic response capability will have to pay additional costs, thereby reducing efficiency levels, and vice versa.Supply chain efficiency is to achieve a supply chain logistics functions as a major objective, that is, at a minimum cost of raw materials into parts, and finished products, and eventually sent to the hands ofconsumers. Efficient supply-chain needs of the market, the characteristics of the product and related technologies are relatively stable, thus the supply chain nodes of the enterprise can focus on access to the benefits of economies of scale, improve equipment utilization, lower production, transportation, warehousing and other aspects of the associated costs, so as to minimize product costs. Supply chain reaction was achieved in the supply chain to flow function as a major objective, that the right to make changes in market demand, rapid response, such as supply chain for products, the market demand is very great uncertainty, or a shorter product life cycle, product or technology developed rapidly, products or seasonal fluctuations in demand strong. Supply Chain Reaction need to maintain a higher adaptability to the market and achieve flexible production, thereby reducing product obsolescence and the risks of failure. Supply chain strategy is in the supply chain-reaction capability and efficiency levels between the balance Once the retail enterprise supply chain strategy, stress reaction of the supply chain must be all the functions strategy designed to enhance its response capabilities, emphasizing efficiency and the level of the supply chain, it must allow all the functions of the strategies used to improve efficiency and make contribution.2. Retail enterprise sales of household items, refrigerated food, food processing temperature. Functional value of the life cycle length, needs stability can accurately forecast, so that supply and demand can achieve almost perfect balance, This makes it easy to adjust the market, the business flow costs can be omitted. Retail enterprises can concentrate almost all his energy to reduce logistics costs, with the upstream suppliers, in close cooperation accelerate inventory turnover, timely inventory and to adopt high-efficiency low-cost procurement and the right to choose suppliers on cost and quality, According to market forecasts to ensure balanced effectively meet the needs of its customers bring the whole of the supply chain to minimize inventory and maximize efficiency. Clearly, the functional efficiency of the process of commodity requirements, operators such goods retail enterprises should adopt efficient supply chain.Innovative products refers to the design or services, and so on innovative products, such as fashion, high-end appliances Fashion and luxury goods such. These commodities can bring higher profits, but because of its short life cycle and commodity diversification, demand is difficult to predict accurately, a large number of fake products and the emergence of innovative products will weaken the competitive edge, Enterprises had to undergo a series of more new innovations, so that the demand for more unpredictability. Innovative products with a high degree of market uncertainty, increased the risk of an imbalance in supply and demand, Therefore the main cost is not the cost of business flow logistics costs, Retail enterprises need to market changes fast and flexible response to customer demand. Choice of suppliers to not consider the low-cost, but access speed and flexibility; inventory and production capacity in key decision-making is not to minimize the cost, but the speed and flexibility of response. to minimize the market demand for the uncertainty caused by the loss. Clearly, innovative products to respond quickly to the request process, the operation of such goods retail enterprises should adopt reactive supply chain. If the retail business is a function of the value of goods they used reactive supply chain, Or maybe the operators are innovative products that have adopted efficient supply chain, supply chain strategy will be a fundamental error, it is necessary to redesign the supply chain. Retail enterprise supply chain management strategy implementation1. Recognition of the value of retail enterprises demand characteristics, we can commodity production cycle, demand predictability, and the market value of diversity into view with the standard of service and so on to identify the characteristics of the demand for commodities. In general, the functional value of the longer life cycle (more than two years), innovative products and the life cycle is short (3 months to 1 year);functional value less variety (10-20 kinds of deformation), innovative products more varieties (usually up to 10 million species of deformation); functional commodity demand forecast error is less (10%), innovative products forecast larger deviations (40%~100%); Functional value of the average stock lower rate (1% ~ 2%), innovative commodity stock average rate higher (10 to 40%); functional commodity market into a longer term (6 months to 1 year), innovative products into the market for a shorter period (1 day to 2 weeks); Functional commodities lower profit contribution rate (is 5% -20%), innovative products higher profit contribution rate (20% ~ 60%). Criterion use these can be effective in identifying characteristics of the demand for commodities.2. Implementation of retail merchandise categories manage retail commodity categories management refers to a retail commodity groups as a strategic business unit management, to concentrate on transmission and consumers realize the value, in order to obtain better operating performance. Specifically, the retail enterprises operating on all goods by category classification, identification and measurement of each functional category of commodities, income, growth and other indicators, and the types of goods divided into functional goods and innovative products. On this basis, consider combining various types of commodity inventory levels and display shelves, and other factors, the development of commodity varieties, the entire merchandise category management, enhance customer service levels and achieve overall commodity categories of overall revenue maximization.3. According to the types of goods respectively corresponding supply chain strategy for functional products should focus on lowering the cost of logistics. using efficient supply chain, the implementation of effective customer response (ECR) system. From the enhancement of the efficiency of the supply of goods start. and upstream suppliers and manufacturers between the use of modern information technology to establish mutual coordination modes of supply, Retailers use POS systems, the sales and distribution of synchronous operation and sharing of logistics facilities and storage resources, lower distribution costs, minimizing production and distribution processes may produce the waste. For innovative products should focus on lowering costs to flow, using reactive supply chain, the implementation of rapid response (QR) system. Raising the speed of response to customers, and supply chain parties to establish strategic partnership and cooperation mechanism EDI use of EDI technology nodes of the supply chain division of the enterprise collaboration and information sharing, reduce the volume of the design and production cycle, the implementation of JIT production, multiple varieties of small batch production and the high frequency of small batch delivery, and lower supply chain inventory levels, quickly meet customers personalized and customized demand, improve the entire supply chain response capability.20世纪90年代以来，我国零售业的迅速发展令人瞩目，然而与发达国家相比，我国零售业仍然存在着巨大差距。

关于零售的英语作文模板Title: An Essay Template on Retail。

Introduction。

Retail is an important sector of the economy that involves the sale of goods and services to consumers. It plays a significant role in driving economic growth, creating jobs, and meeting the needs and wants of consumers. This essay will delve into the various aspects of retail, including its significance, challenges, and future prospects.Significance of Retail。

Retail is crucial for the economy as it contributes to the overall GDP of a country. It provides employment opportunities to millions of people, from sales associates to store managers, and contributes to the development of local communities. Retail also serves as a link between manufacturers and consumers, ensuring that products reach the end-users efficiently. Moreover, retail plays a pivotal role in shaping consumer behavior and preferences, as it provides a platform for brands to showcase their products and engage with customers.Types of Retail。

外文文献翻译原文及译文文献出处: Roy P. The research of stores under the new retail [J]. International Journal of Retail & Distribution Management, 2017, 3(5): 434-445.原文The research of stores under the new retailRoy ParkAbstractIn early June, 2016, united business network in the industry for the first time put forward the concept of "new retail", and organize relevant discussions, meetings, open WeChat public with the same number and update the APP. The "new retail" has become the hottest word in the retail business development in 2016. All parties are on the "new retail" put forward their own views, also makes the offline stores all managers more profoundly understand the development trend of the retail industry. For our retail stores, from the traditional retail model to the "new retail development, must revolve around the following three aspects to realize the change of innovation.Key words: retail innovation, new retail, e-business1 The overview of new retailFor the "new retail" concept, in the industry have different point of view, some expressed doubt or don't understand. The new retail can reallypromote the development of industry, which may be controversial problem. Whose new retail will be how to reduce inventory, reduce inventory, offline business entities and online can truly integration, how to reconstruct the relationship between producers and consumers on issues such as left. This has caused a lot of reading and doubts. Years earlier, the businessman understanding of line is that if you want more good sales, you must put a better marketing from the traditional way to Internet. And now the Internet has far more than just a sales, marketing channels, but can help merchants build brand, for users of lifecycle management, to acquire new users, maintenance of old customers, arouse the sleeping, the way of the construction of the channel is changing. And channels, sales, and change of the whole logistics system, especially the transformation of the supply chain system, will eventually go big data driven product design, product manufacturing, is the "new manufacturing". New retail will drive future is different from the formats of retail products now, it is not department stores, shopping center or a chain of convenience stores, shopping malls, supermarkets, but a new generation of retail products, is through the change of retail products. Retail product innovation, a variety of flowers in the future will be based on the reconstruction of the commercial elements.2The innovation of retail technologyEnterprise material culture is created by employee’s products andimplementation of various substances constitute the surface layer of the enterprise culture. Retailers sell products and services are the primary content of the material culture, followed by the market environment, corporate logo, employee identity, and degree of technology and equipment modernization and civilization, they are the main content of enterprise material culture. Retail technology innovation is from the aspects such as product, service, and market environment impact on the material culture. The popularization and application of new technology, POS, EDI and other business information system development and application, will improve the retail sales enterprise business flow, logistics, cash flow and information flow of the degree of modernization, improve process control ability of retail enterprises.The behavior of enterprise culture, is refers to the enterprise staff in the production and business operation, learning, entertainment activities of culture. Retail store management, staff training, education, propaganda, human relations activity, recreational sports activities of cultural phenomenon, is the main content of the enterprise behavior culture. Retail technology innovation requires companies to build encouraging innovation internal environment, and as the staff code of conduct, stimulate the staff's intelligence, centripetal force and creativity. Retail enterprise introduction of new technology, innovation mode of operation, is bound to the employees a comprehensive range of skills training andguidance, this to a certain extent, can improve the comprehensive quality of employees, so as to improve enterprise service level. On the other hand, the use of the new technology attaches great importance to the relationship between the employees and the company, make employees have sense of responsibility and engagement, cultivating innovative consciousness and competitive consciousness, the enterprise to form the model effect, promotes the change enterprise behavior culture. Retail enterprises belong to the service industry, service is the eternal theme, the quality of service quality and employee has great relationship, it is to a large extent influence the relationship between the staff and customers. So, the innovation opportunities for staff employee satisfaction should be a retail chain enterprise behavior culture, only to employee satisfaction, to be able to provide high quality, customer satisfaction services.The system of the enterprise culture is the mediation of spirit and matter, which includes retail sales enterprise leading system, organization and daily management system, salary system, appraisal system, training system, business incentive system, etc. Retail technology innovation requires companies to transform traditional business with good cultural mechanism, give full play to the enterprise culture to form a good mechanism to promote and safeguard function, the enhancement enterprise's cohesive force and fighting capacity. Rely on the innovation of the supply chain procurement mode, such as Wal-Mart to minimize thecost of supply, sticking to the lowest price, small profits for customers, treat customers at the same time, will satisfy the customer, respect for customers, service customers in the first place, won the customer trust for Wal-Mart, and bring huge returns. The spirit of the enterprise culture is the enterprise culture of highly concentrated, it is the core of enterprise culture, the retail enterprises in the long-term operation and management in the process of gradually formed its own unique business philosophy and management style culture idea put forward need technology as support, retail technology innovation will cause the change of the spirit of enterprise culture aspect, it is retail enterprise spirit, concept, management philosophy.3New retail industry and the real store3.1 Strategic thinkingFrom China merchants centered "principal" thinking, to business centered "proprietary" thinking. Retail market in the "new normal" has forced entity shop to review with the supplier, the relationship between the thinking to rethink the retail strategy. Once upon a time the "principal lodger" of thinking for the center with merchants, put "opposites" suppliers. The stores earn big profits, but allow many suppliers have to change channels, turned to "low cost" electric business channels, thus further lack of offline store brand, lead to the operation state of physical stores all the more worrying. In the new retail environment, the operatorshould adjust the strategic thinking of physical stores, abandon the "principal lodger" for a long time for the mainstream investment thinking. Review with the supplier relations of cooperation, set up with the supplier "symbiosis, create, win-win" equal partnership. To the supplier's brand and commodities as a store's own brand and commodity, namely establish business centered "proprietary" thinking, participate in the supplier's goods management, sales management, inventory management, etc., common to provide customers with services, through customer service value to form a "community of interests" in the supply chain. In the case of sales growth of between partners share interests, to jointly promote the establishment of the retail ecosystem.3.2Management conceptual changeFrom the concept of the seller and for the center with goods is to customer as the center of the buyer. From the planned economy era of commodity economy is still in the influence on the ideology of entity shop operators, although with the concept of consumers as the center in more than 20 years ago, but the "pretty" entity shop rarely to think about the needs of the consumers, in the case of a decline in economic environment, force entity shop operators thinking transformation, but many still belong to the passive transformation. New retail market environment, with the intensification of competition, the emergence of various new retail formats, great changes have taken place in consumers'consumption demand, timely grasp consumer trends and timely adjust the operator has become physical stores transformation successful leader. Appear in the market in recent years, many of the successful retail business is to adapt to the current consumer especially after 80, 80 after the younger generation of consumer demand and to open stores, with fashion, personality, experience as the core of management and make young chasing sticks to socialize. Under the new retail, where consumers, where is the store service should be. Only in this way, offline retail have a sustainable future.3.3Management transformationFrom the extensive mode of property management is into a refinement of the detail management style. Most of the stores in the "principal" under the guidance of strategic thinking, take a extensive mode of property management, operation and management of the supplier just blindly "management", there are very few "service", and also to customers just the image of "cold", it has much more prominent in the state-run stores in some, especially in the case of the aging of the operators, less motivation to change. For private as the main body of the entity shop has to realize the importance of management, no matter from the property of the environment to build, brand portfolio, functional collocation, humanized service measures have been changing ideas, positive service for consumers, appear constantly on many cases of theindustry should learn. Under the new retail stores more to embrace the Internet, online learning the experience of the electricity, the organic combination of information technology and management, firmly grasp the two core elements of the goods and customers to put customers in the store choose, order, payment, logistics, after-sales, assessment, and share traditional trading links become more convenient, more experience. Quantitative and digital management in the process of refinement management, will bring a physical store measurable, verifiable, and to use large amounts of data can be analyzed, the data is converted into service customers, service providers, more details of strengthening management "resource", and through the data resources, hardware environment, and integrate the soft management, realize the upgrading development of the stores. New retail environment, entity shop in the aspects of thinking, ideas, methods, and innovation transformation is eyebrow nimble. Who really grasp the connotation and essence of the "new retail" represents, who can be closer to consumers, in the new round of competition to have more chance.4ConclusionsWhatever physical stores change and development, regardless of the future development of the "new retail" model will be, offline stores and electric business platform, all should grasp the consumer demand, with the thinking of the Internet and technology, build a new patterncharacterized by the integration of all online retail.译文新零售下的实体店发展研究Roy Park摘要2016 年 6 月初，联商网在业界首次提出“新零售”概念，并组织相关讨论、风云会议、开设同名微信公众号和更新 APP 等。

英语作文-便利店零售行业，门槛竞争中的创新之路Convenience Store Retail Industry: The Path of Innovation in a Competitive Landscape。

In recent years, the convenience store retail industry has experienced significant growth and transformation. With the rise of e-commerce and changing consumer preferences, convenience stores have faced increasing competition and the need to innovate to stay relevant. This article explores the innovative strategies adopted by convenience store retailers to overcome challenges and thrive in this dynamic market.One key area of innovation in the convenience store retail industry is the integration of technology. Retailers have embraced digital solutions to enhance the shopping experience and streamline operations. For instance, many convenience stores now offer self-checkout kiosks, allowing customers to make quick and convenient purchases without waiting in long queues. Additionally, mobile payment options have become increasingly popular, enabling customers to pay for their purchases using their smartphones. These technological advancements not only improve efficiency but also cater to the preferences of tech-savvy consumers.Another aspect of innovation in the convenience store retail industry is the diversification of product offerings. Recognizing the changing demands of consumers, retailers have expanded beyond traditional convenience store items such as snacks and beverages. They have started to stock a wider range of products, including fresh produce, ready-to-eat meals, and even health and wellness products. This diversification allows convenience stores to attract a broader customer base and cater to the evolving needs of consumers who seek convenience without compromising on quality.Moreover, convenience store retailers have also focused on creating unique and engaging in-store experiences. They have moved beyond the traditional layout and designto create inviting and aesthetically pleasing environments. Some stores have incorporated seating areas and coffee bars, encouraging customers to spend more time in-store. Additionally, retailers have partnered with popular food and beverage brands to offer exclusive products and limited-time promotions. These initiatives not only drive foot traffic but also foster customer loyalty and create a sense of excitement around the convenience store experience.Innovation in the convenience store retail industry also extends to supply chain management. Retailers have recognized the importance of efficient inventory management and have implemented sophisticated systems to optimize stock levels. This ensures that popular products are always available and minimizes the risk of stockouts. Furthermore, some convenience stores have adopted advanced analytics and data-driven solutions to forecast demand and adjust their inventory accordingly. By leveraging technology and data, retailers can better understand customer preferences, reduce waste, and improve overall operational efficiency.In conclusion, the convenience store retail industry has embraced innovation to navigate the challenges posed by a competitive landscape. Through the integration of technology, diversification of product offerings, creation of unique in-store experiences, and optimization of supply chain management, convenience store retailers have been able to stay ahead of the curve. As consumer preferences continue to evolve, it is crucial for convenience stores to remain agile and continue to innovate in order to thrive in this ever-changing industry.。

O2O商业模式及发展策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：O2O Business Patterns and Developing StrategiesCasillas J C.AbstractTo most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile Internet is beyond ordinary people imagine the pace of development, make O2O business model more rich, let more O2O mentioned. However, the majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O business model, and think about effective O2O strategy.Key words: O2O business pattern; Electronic commerce; Development strategy1 IntroductionO2O mainly depending on the degree of active network goods to complete the construction of the actual goods store, carry, people can choose their own goods at home at any time and complete the related transactions, then can enjoy the activities of the entity stores offer directly. The basic existing way is to use a discount, sales information andservice standard of complete online business structure transformation. This is like is the center of the network as offline trading platform, the shop which can be realized using this channel, assures the consumer also dispense with the trouble that the entity shop and the goods directly to screening, this convenient service process started by most Internet users, and promote its has been towards larger scale expansion and development.2 The background and objectives of O2OIs the background of the O2O business model, in addition to pure Offline business or community, other business or community may have Offline (Offline) and Online (Online) two pieces, need to get through. Current situation is that many businesses online and offline business/community contact closely, even fragmented, online and offline business or community to enterprises' development is adverse, it also clearly against the idea of integrated marketing communications. In fact, online and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the two sides form partnerships, so more conducive to the comprehensive development of the enterprise, to produce more benefits. In the end of the O2O fundamental goal is to get through offline and online. From the concrete situation, O2O is divided into the development of new customers and retaining old customers two stage, two stages have different goals. For the new customer development stage, the main target of the O2O has two kinds: one kind is drainage to offline, another kind is the drainage to online. For retaining old customers stage, O2O's main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loop, let the customer constantly shuttling between online and offline.O2O combination of four different business model for the application of the O2O, one thing must first clear train of thought, namely the O2O are contain both online and offline business or community enterprise, its have four kinds of offline online portfolio model.First, there is "online + offline consumption/community".This is a must to offline consumption O2O mode, online mainly online interactions, and conduct some discount or promotional activities. This model adapted to the consumption must personally to the scene of hotel, catering and other fields.The second categor y is "+ offline/online consumer community”. This is a kind of onlinesales only O2O mode, online and online communication or promotion effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores only online store of pure online electricity field.The third kind is "consumption/community + offline/online communities”. This is a kind of online and offline sales O2O mode at the same time, the demand of online and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the online store and offline store area.The fourth class for "online + offline community”. This is a no sales O2O mode, suitable for offline and offline communication interactive social platform.If the careful analysis of online consumer/community, its may be divided into multiple positions, such as official website/online store, mobile APP/mobile online store and the official account of all kinds of social networking sites, and the drainage problem between them. Whether the above what combination of O2O business model, are need to drainage of new customers and retain old customers. Just, drainage could be launched in online or offline. From a new customer online by drainage could lead to the offline or online, the drainage from offline launch will new customers to online (from offline drainage to offline does not belong to the scope of this article).When a new customer is led to the offline or online platform, there needs to be optimized registration and service process, and force them into your real customers, and start spending or integrated into the community. Then, the focus of the target is to let the person has become a customer willing to long-term consumption or use your community, and make them willing to online and offline in the closed loop back and forth.3 Analysis of the actual effect of O2O business modelIn electronic commerce management structure, the user account's actual position is more important, the specific influence of preferential treatment and services of different businesses have a more comprehensive and scientific information, at the same time able to quickly complete a commodity consulting and reservation process, and use the price lower than entity shop to complete the scene; Involved to provide a specific service businesses, for their own marketing products provide an opportunity for you to show more often, to absorb more number of customers, the actual transaction records can query at any time, and improvethe advice given by the user requirements, the number of the old customer maintenance and marketing meaning added a significant support effect. Through the effective function of online booking, at the same time can be done to the reasonable arrangement of business activities, as far as possible to reduce the cost of waste, to ensure that the actual economic benefits rise. For own O2O system platform, user everyday to achieve a certain understanding of the standard of living, etc, it can be more reasonable to provide preferential, consumer protection, such as information, to promote the strength of complement and validation are presented, can attract a large number of merchants to join, virtually development power for their own ads.4 The development strategy of the O2O business modelO2O drainage priority is initiated by the offline, drew customers to online official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites. If it is normal by online and offline drainage to main approach usually has three types: one is online advertising stimulus, which can provide or corresponding code, at the same time for the customer to enter or take pictures, obviously the latter is more popular at present, because the former input more trouble;2 it is offline word-of-mouth, drive potential customers own way Internet search to find the corresponding online store or community; Three is to provide can use coupons in the online offline. If it is a consumer business by online and offline drainage to also need move customer eventually led to the official online store or online store.Consumer drainage, in addition to the above strategy, can also have other two kinds of method: one is through in the subway station or bus station and other public space to establish a virtual supermarket, potential customers to purchase through or code into the corresponding page; The second is through direct or code provide payment type, complete consumption directly.Initiated by online drainage is usually divided into two categories: one is online drainage to online, online drainage to offline. If it is from online drainage to online, the latter may be the same official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites, while the former may come from other online platform. The method and the above from offline drainage to online, just advertising, website,or codes and coupons can directly provide online, operation more convenient. If it is from online drainage to offline, mainly means usually has three types: one is posted online coupons can be used for offline; The second is to pay attention to consumption or online offline can give you a discount after an account given gifts; Three is to design sweepstakes, ask some of the links need to be done offline. Have to remind again that drainage is just the first step of O2O, the corresponding web site or community, must constantly optimize service process, to attract potential customers to register and real consumption. Obviously, simple, practical or affordable, plus the aforementioned advertising, word of mouth or coupons, is to attract potential customers to register and consumption power.O2O operation strategy of retaining old customers, retaining old customers O2O operation strategy in many things like above drainage strategy, but the main goal is to let customers to become your loyal customers for a long time, can long-term consumption or use community, best can have higher single for a long time consumption and consumption frequency, or can become active community customers for a long time, and on the premise of necessary and reasonable, voluntary to wander in offline and online platform. Here let customer voluntary, reasonably necessary to offline or online, you will need to understand the following business logic.To the above the first "online and offline consumption/community" O2O business portfolio model, for example, to think seriously about, why and how to let the customer from online to offline? Why and how to let the customer from offline to online? In the first kind of O2O mode, because of your service must be offline to consumption, and faithful old customer, finally must also from online to offline, otherwise unable to realize the real consumption, even cannot be called a loyal customers. So how to make old customer from online to offline? This question is really a problem how to make the old customer repeated consumption. Mainly classic a few action: it is a new product or service, the second is integral offers or promotions, three is timed to use coupons. But, these things can be online is widely spread, and often have a virus or word of mouth effect, to stimulate customers to offline repeated consumption. On the other hand, the model of why let customer back online? Interaction between main purpose may be to let the customer, provide after-sales or additional services to the customers, allow customers to share the good experience, and thus word-of-mouth effect. So how to let the customer to return to the online, some is the onlineservice value or more than the imagination, stimulate customer share online outside surprised; Others are organized by merchants draw or game, make customer help expand enterprise brand communication range.5 ConclusionsNetwork consumer market space is more and more broad, visible O2O service activity is how has the existence value, in attracting customers and merchants main premise, complete the internal economic strength, the comprehensive function is the most direct embodiment of the current network marketing link, and also the important basis of late e-commerce reform.译文：O2O商业模式及策略摘要对于许多人而言，O2O（Offline to Online）并不难理解。

新零售英语定义作文New Retail: The Future of Shopping。

In recent years, a new concept has emerged in the retail industry: new retail. New retail refers to the integration of online and offline retail, using big data and artificial intelligence to create a seamless shopping experience for consumers. It is a new way of shopping that combines the best of both worlds, providing customers with the convenience of online shopping and the personal touch of traditional brick-and-mortar stores.New retail is a response to the changing needs and expectations of consumers. With the rise of e-commerce, consumers have become accustomed to the convenience of shopping online. They can browse products, compare prices, and make purchases from the comfort of their own homes. However, online shopping lacks the personal touch of traditional retail. Customers cannot touch or try on products, and they cannot receive personalizedrecommendations from sales associates.New retail seeks to bridge this gap by combining the convenience of online shopping with the personal touch of traditional retail. By using big data and artificial intelligence, retailers can analyze customer data and provide personalized recommendations to each customer. For example, if a customer has purchased a certain type of product in the past, the retailer can recommend similar products that the customer may be interested in. This creates a more personalized shopping experience that is tailored to each customer's individual needs and preferences.New retail also seeks to create a seamless shopping experience for customers by integrating online and offline channels. For example, customers can browse products online and then pick them up at a physical store, or they can try on products in a store and then order them online for home delivery. This creates a more flexible and convenient shopping experience that allows customers to choose the channel that works best for them.In addition, new retail is changing the way thatretailers think about their physical stores. Rather than simply being a place to sell products, physical stores are becoming a hub for customer engagement and interaction. For example, retailers are using their stores to host events, workshops, and other activities that create a sense of community and build customer loyalty.Overall, new retail is transforming the retail industry and creating new opportunities for retailers and consumers alike. By combining the best of online and offline retail, retailers can provide customers with a more personalized, convenient, and seamless shopping experience. As technology continues to evolve, we can expect new retail to becomeeven more sophisticated and innovative in the years to come.。

阿里新零售的名词解释英语In recent years, a buzzword has been circulating in the business world - "New Retail." Coined by Alibaba's founder Jack Ma, this term refers to the integration of online and offline retail channels to provide a seamless shopping experience for consumers. As the leader in this field, Alibaba has made significant strides in expanding its presence in the retail industry, both domestically and internationally.New Retail, in essence, encompasses the transformation of traditional retail through the application of cutting-edge technologies such as big data, artificial intelligence (AI), and the Internet of Things (IoT). These technologies serve as the backbone for creating innovative business models that bridge the digital and physical realms. With the rapid advancement of digital technology, customer expectations have evolved, and businesses need to adapt accordingly to meet these changing demands.At its core, New Retail is about blurring the boundaries between online and offline retail channels. This approach enables consumers to seamlessly switch between different shopping channels and touchpoints, such as online marketplaces, physical stores, and mobile apps. By leveraging the power of digital technology, Alibaba aims to create a truly immersive and personalized shopping experience for its customers.In terms of language, the Chinese term for New Retail directly translates to "新零售" (xīn língshòu). However, when explaining the concept to an English-speaking audience, the term is usually referred to as "New Retail" or "Alibaba's New Retail." While there isn't an official English translation for the term, it's widely recognized and used in the industry.To better understand the concept, let's delve into Alibaba's flagship New Retail initiative - Hema Xiansheng. Hema is a chain of high-tech supermarkets that seamlessly integrates online and offline operations. Customers can explore a wide range of products, from fresh seafood and produce to cooked meals, both in-store and online through the Hema app.The Hema app serves as a gateway to the New Retail experience. Customers can browse and purchase products from their smartphones and have them delivered within 30 minutes, thanks to Hema's on-demand delivery system. Additionally, customers can scan product barcodes in the store to access detailed information, such as origin, nutritional facts, and user reviews, providing a transparent and informative shopping experience.One significant aspect of Hema Xiansheng is its reliance on customer data to enhance the overall shopping experience. Through the Hema app, Alibaba collects vast amounts of user data, allowing them to personalize recommendations, discounts, and promotions based on individual preferences. This data-driven approach helps foster customer loyalty and provides valuable insights for further improving the New Retail model.In addition to Hema Xiansheng, Alibaba has also introduced the New Retail concept to other industries, such as the apparel sector. Through initiatives like "FashionAI," Alibaba employs AI technology to revolutionize the fashion shopping experience. By analyzing user preferences and body measurements, FashionAI creates personalized outfit recommendations, making fashion shopping more efficient and enjoyable.Alibaba's New Retail concept has not only gained traction in China but has also expanded its influence globally. The company has partnered with international retailers and brands to bring the New Retail experience to consumers worldwide. Through collaborations and joint ventures, Alibaba aims to share its expertise and bring the benefits of New Retail to a global audience.In conclusion, the concept of New Retail represents a groundbreaking approach to transforming the retail industry through technology integration. While there isn't an official English translation for the term "新零售," it's commonly referred to as "New Retail" or "Alibaba's New Retail" in the English-speaking world. Through initiatives like Hema Xiansheng, Alibaba is reshaping the shopping experience, blurring the lines between online and offline channels. By leveraging advanced technologies and data-driven insights, Alibaba is poised to continue leading the way in the realm of New Retail, both in China and abroad.。

新零售企业的发展策略国内外文献综述1.国外文献综述国外学者皮拉·金认为互动数字技术的状态正在迅速发展，并极大地改变了客户的购物方式。

这一趋势加剧了对研究时尚零售中采用的最新交互式数字技术工具的需求。

作为回应，她的目的是研究时尚零售商在在线和离线零售形式中采用新的交互式数字技术，包括新的混合环境，以及其在提供新的体验质量方面的结果，这些质量有助于与客户互动。

她首先回顾文献，然后提出研究问题。

接下来是对这些命题的探索性证实，这些命题来自案例研究的结果，这些案例研究研究了六家领先的时尚零售商实施的新互动数字技术。

在实体到点击，点击到实体零售中实施的各种数字技术工具为客户提供了各种体验品质，使他们能够共同创造产品，参与情感驱动的耸人听闻和个性化的购物体验以及虚拟无缝购物，所有这些都源于为提高客户参与度而实施的交互式数字技术。

原创性/价值这项研究考察了互动数字技术在上述时尚零售环境中的实施情况。

本文通过采用以客户为中心的视角并评估技术为顾客在购物中的互动质量提供的优势做出了原创性贡献，这与传统的以公司为中心的视角不同，后者将技术视为创新零售商运营的一种方式。

国外企业家伊恩·芒特讲述了乔希·科恩从一个垂死的家庭坚果店如何演变成一个蓬勃发展的网络零销商的历程以及发展过程中遇到的问题和处理方式。

朱国安的文献认为在数字营销模式的背景下，传统零售行业遭遇前所未有的冲击，传统营销的竞争优势正在消失。

因此，他在数字营销模式的基础上，对零售精准营销策略进行了全面探索和分析。

首先简要分析了中国零售业发展过程中的困境，详细规划了零售行业精准营销的实施措施，最后从营销中的客户细分、市场篮定位和针对性客户营销三个方面，通过实际的精准营销应用，分析了数字营销模式下的零售精准营销策略。

贝克·诺伯特和大卫·瑞格尔认为商业专家热情地预测了一个无缝的零售世界，客户可以随时随地跨渠道购物。

这种类型的多渠道零售通常被称为全渠道零售。

零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。

过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。

可是，现在这一切都已变得面目全非了。

现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。

全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。

结果是零售商店的面貌越来越相似。

在服务项目上的分工差异在逐渐缩小。

许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。

顾客变成了精明的采购员，对价格更加敏感。

他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。

由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。

百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。

历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。

其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。

超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。

现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。

一、目标市场零售商最重要的决策时确定目标市场。

当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。

如沃尔玛的目标市场相当明确：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。

这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。