日本零售商在中国的营销手段分析_英语论文

On Japanese Retailers' Sales Promotions to Chinese Customers

摘要

近年来,我国零售业得到了快速的发展,从实体店销售到电子网络销售,从单纯的百货商店到百货、超市、购物中心等多种形式并存。短短几年间，各种类型的零售企业不断涌现出来,零售行业得到了快速发展。然而虽然我国零售行业现状令人欣喜，但是其中表现出许多问题。我国的零售行业与西方发达国家相比起步较晚，目前仍然存在着比较大的差距。本文将以日本零售商在中国销售时所采用的主要营销手段为主要研究对象，分析其优势，运用对比分析及综合分析的方法，找出中国市场对日本零售企业广泛认可的原因，并以此为据，丰富和发展我国现有的营销手段，以把中国的零售行业推向更高的位置。

关键词：零售业；日本；营销手段；市场 

Abstract

In recent years, retail industry in our country has developed greatly, from selling in stores to online business sales, from only department to combination of department, supermarket and supermall. In a few years, many kinds of retail companies spring up and the retail industry has developed a lot. Although the current situation of retail industry in China has a lot of potential, we can still see many problems. Compared to the western countries, retail industry in China started relatively late, so we still have a long way to catch up with them. In this paper, Japanese retailer’s sales promotions used on Chinese customers will be taken as the major subject of study and its advantages will be analyzed. Contrastive analysis and comprehensive analysis will be used to find out the reason why Japanese retailers are widely accepted in China. According to this, we can enrich and develop the sales promotions used in China so that we can make retail industry in China scale new heights. 

Key words: retail industry; Japan; sales promotions; market

Contents 

Introduction 1

1. Retail Industry 1

1.1 Retail Industry in China 2

2.1.1 The History of Retail Industry in China 2

2.1.2 The Current Situation of Retail Industry in China 3

1.2 Retail Industry in Japan 4

2. The Promotions Japanese Retailers Usually Use 4

2.1 From the Aspect of Product 4

2.1.1 Quality 5

2.1.2 Technology 5

2.1.3 Environment-friendly 6

2.1.4 Humanization 6

2.1.5 Adaptability 7

2.1.6 Distinguishing Feature 7

2.2 From the Aspect of Price 7

2.2.1 Low Price Strategy 7

2.2.2 High Price Strategy 8

2.3 From the Aspect of Place 8

2.4 From the Aspect of Promotion 9

2.5 Promotions used by Japanese Convenience Stores 10

3. Suggestion 11

Conclusion 11

References 12