摘 要 零售业是商业的重要组成部分，而且零售业的发展趋势反映了一个国家总体经济 的走向。伴随着中国经济的不断发展，零售业在中国也取得巨大的成就。在实体 零售方面，零售商纷纷加大对实体店铺投入以扩大市场份额，增加利润；在网络 零售方面，随着科技和移动支付的发展，阿里、京东、苏宁等电子商务巨头市场 份额不断扩大，各品类的电子商务平台和海外代购也开始蓬勃发展。 品牌实体零售规模不断扩大，以及新兴品牌的兴起，市场竞争激励；另一方实体 零售也受到电子商务和不断攀升的高成本（如租金、人工）双重夹击，利润空间 不断地被挤压。传统零售企业普遍面临着产品品类老化，跟不上消费者个性化、 多样化的需求；缺乏创新性的消费场景，消费者消费意愿不强；服务意识不足； 消费环境老旧等问题，这些都是传统的零售企业迫切需要解决的。不同的零售商 采用了不同的策略提升销售，改进服务。例如，盒马鲜生将经营品类改为餐饮加 精品超市的模式；海底捞打造全新智能餐厅，提升消费者的服务体验；本文将研 究的对象-屈臣氏-其作为中国第一大直营健与美的连锁品牌，同样也面临着销售 萎缩，经营利润下滑的情况。 本文将以屈臣氏中国个人用品商店为例，通过收集该企业内部的一手数据进行描 述性统计分析，以图表相结合的方式逐层剖析屈臣氏在激烈的市场环境中，根据 消费者惠顾行为的变化，通过产品品类组合的调整，减少自有品牌和本土品牌的 占比，加大彩妆品类比例的优化策略，挽救同店销售增长率 ① 下滑的不利局面。 其次，本文根据简单随机抽样原则，对在屈臣氏消费的顾客进行了抽样调查，并 对回收后的有效调查问卷数据采用了图表相结合的描述性统计分析，研究消费者 对屈臣氏的品类组合的优化策略的满意度，为企业后续的品类组合战略调整提供 了指导意见。 关键词：零售业 品类组合 自有品牌 惠顾行为 优化策略 ① 同店销售增长率是指同一商店（经营时间在一年以上）不同年份销售额的同期（常为月份或者季 度）比较。它可衡量零售店在相对固定的运营成本下的盈利或亏损，是衡量零售商投资回报的重要指标， 反映了零售商的整体盈利能力。LIST OF ABBREVIATIONS OEM：Original Equipment Manufacturer EBITDA: Earnings before Interest, Taxes, Depreciation and Amortization CAGR: Compound Annual Growth Rate SQM: Square Meter KOL: Key Opinion Leader SKU: Stock Keeping Unit GP: Gross Profit QTY: Quantity AUR: Average Unit Revenue UGC: User Generator Content CEO: Chief Executive OfficerTABLE OF CONTENTS DEED OF DECLARATION................................................................................. II ACKNOWLEDGEMENTS.................................................................................III ABSTRACT.........................................................................................................IV 摘 要..................................................................................................................VI LIST OF ABBREVIATIONS ............................................................................ VII TABLE OF CONTENTS ..................................................................................VIII 目 录 ..................................................................................................................XI LIST OF TABLES ............................................................................................XIV 表 目 录........................................................................................................XV LIST OF FIGURES ..........................................................................................XVI 图 目 录..................................................................................................... XVII CHAPTER1 INTRODUCTION ............................................................................1 1.1 THE RESEARCH BACKGROUND ...................................................................1 1.2 SIGNIFICANCE OF THE RESEARCH ...............................................................3 1.3 RESEARCH METHODOLOGY ........................................................................3 CHAPTER2 LITERATURE REVIEW..................................................................4 2.1 RETAILING.....................................................................................................4 2.1.1 The Concept of Retailing ......................................................................4 2.1.2 Retailing Evolution ...............................................................................6 2.1.3 Retailing Mix ........................................................................................9 2.2 RETAILING ASSORTMENT ............................................................................ 11 2.3 PRIVATE BRANDS ........................................................................................16 2.3.1 The Concept of Private Brand.............................................................16 2.3.2 The Advantage of Private Brand for Retailer......................................172.3.3 Consumer Cognitive of Private Brand................................................18 2.4 CONSUMER SHOPPING BEHAVIOR................................................................19 CHAPTER3 CASE DESCRIPTION ...................................................................21 3.1 THE INTRODUCTION OF WATSONS CHINA PERSONAL CARE.........................21 3.2 INTRODUCTION OF CHARACTERISTIC OF CURRENT ASSORTMENT ...............23 3.3 PROBLEMS OF CURRENT ASSORTMENT ANALYSIS .......................................25 CHAPTER4 CASE ANALYSIS ..........................................................................28 4.1 TARGET MARKET ANALYSIS........................................................................28 4.1.1 Market Segmentation ..........................................................................28 4.1.2 Target Market Segments .....................................................................29 4.2 COMPETITOR ANALYSIS ..............................................................................31 4.2.1 Offline Competitor Analysis ...............................................................31 4.2.2 Online Competitor Analysis................................................................34 4.3 RECOMMENDATIONS FOR ASSORTMENT OPTIMIZATION...............................36 4.3.1 Sales Performance...............................................................................38 4.3.2 Brands Optimization ...........................................................................39 4.3.3 Profit Margin Uplift ............................................................................44 4.3.4 Products Category Optimization.........................................................45 CHAPTER5 CUSTOMER SATISFACTION SURVEY .....................................48 5.1 EFFECT APPRAISAL AFTER ASSORTMENT OPTIMIZATION .............................48 5.2 CUSTOMER SERVICE EXPERIMENT OPTIMIZATION.......................................55 CHAPTER6 CONCLUSIONS AND FUTURE IMPLICATIONS......................58 6.1 CONCLUSIONS .............................................................................................58 6.2 IMPLICATION TO MANAGEMENT TEAM ......................................................59 CHAPTER7 LIMITATION OF THE THESIS ....................................................61 REFERENCES ....................................................................................................62APPENDIX..........................................................................................................64目 录 声明 ..................................................................................................................... II 感谢 .................................................................................................................... III 英文摘要.............................................................................................................IV 中文摘要.............................................................................................................VI 缩写表................................................................................................................VII 英文目录...........................................................................................................VIII 中文目录............................................................................................................. XI 英文表目录.......................................................................................................XIV 中文表目录........................................................................................................XV 英文图目录.......................................................................................................XVI 中文图目录......................................................................................................XVII 第 1 章 介绍 ........................................................................................................ 1 1.1 研究背景 .......................................................................................................................1 1.2 研究意义 .......................................................................................................................3 1.3 研究方法 .......................................................................................................................3 第 2 章 文献综述................................................................................................. 4 2.1 零售 ................................................................................................................................4 2.1.1 零售的概念 ....................................................................................................4 2.1.2 零售的演变 ....................................................................................................6 2.1.3 零售组合 ........................................................................................................9 2.2 零售产品组合 ........................................................................................................... 11 2.3 自有品牌 .................................................................................................................... 162.3.1 自有品牌的概念 .......................................................................................... 16 2.3.2 零售商自有品牌的优势 ............................................................................ 17 2.3.3 消费者对自有品牌的感知 ....................................................................... 18 2.4 消费者惠购行为 ...................................................................................................... 19 第 3 章 案例描述................................................................................................21 3.1 屈臣氏公司介绍 ....................................................................................................... 21 3.2 屈臣氏现有产品组合特征 .................................................................................... 23 3.3 屈臣氏现有产品组合存在的问题 ...................................................................... 25 第 4 章 案例分析................................................................................................28 4.1 目标市场分析 ........................................................................................................... 28 4.1.1 市场细分 ....................................................................................................... 28 4.1.2 目标市场划分 ............................................................................................. 29 4.2 竞争对手分析 ............................................................................................................ 31 4.2.1 线下竞争对手分析 .................................................................................... 31 4.2.2 线上竞争对手分析 .................................................................................... 34 4.3 产品组合优化建议 .................................................................................................. 36 4.3.1 销售表现 ...................................................................................................... 38 4.3.2 产品品牌优化 ............................................................................................. 39 4.3.3 利润表现 ...................................................................................................... 44 4.3.4 产品品类优化 ............................................................................................. 45 第 5 章 顾客满意度调查...............................................................................48 5.1 产品组合优化后的有效性评估 ............................................................................ 48 5.2 消费者服务体验优化 .............................................................................................. 55第 6 章 结论和建议 .................................................................................................................. 58 6.1 结论 ............................................................................................................................. 58 6.2 给管理层的建议 ...................................................................................................... 59 第 7 章 论文的局限性 ............................................................................................................. 61 参考文献 ...................................................................................................................................... 62 附录 ............................................................................................................................................... 64LIST OF TABLES TABLE2-1RETAIL ASSORTMENT STRATEGIES .................................................................12 TABLE4-1ASSORTMENT SALES DISTRIBUTION OF WATSONS IN 2013-2017....................29 TABLE4-2 COMPARISON OF THE INCOME, STORE NUMBER, AREA, AND SALES INTENSITY OF MAJOR BEAUTY FRANCHISE STORES IN CHINA IN 2017 .............................................32 TABLE4-3 PROPORTION CHANGE OF PRODUCTS BRANDS ...............................................41 TABLE4- 4 WATSONS’ PRIVATE BRAND LIST...................................................................41 TABLE4-5 WATSONS DOMESTIC MANUFACTURER BRAND LIST ...................42 TABLE4- 6 WATSONS IMPORTED BRAND LIST IN SPRING PLAZA.....................................43 TABLE4-7 WATSONS COSMETIC BRAND LIST..................................................................46 TABLE4-8 PROPORTION CHANGE OF PRODUCTS BRANDS ...............................................47表 目 录 表 2-1 零售组合战略 .......................................... 12 [8] 表 4-1 2013 年-2017 年屈臣氏产品组合销售分布表 ..................29 表 4-2 中国主要美妆专营店 2017 收入、门店数、面积、坪效等指标对比 32 表 4-3 产品品牌比例变化表 ......................................41 表 4-4 屈臣氏自有品牌表 ........................................41 表 4-5 屈臣氏本土制造商品牌表 ..................................42 表 4-6 屈臣氏春广场进口品牌表 ..................................43 表 4-7 屈臣氏彩妆品牌表 ........................................46 表 4-8 产品品类比例变化表 ......................................47LIST OF FIGURES FIGURE1- 1 CHINA'S IMPORTS AND GROWTH OF COSMETICS AND SKIN CARE IN 2013-2018 ......................................................................................................................1 FIGURE2- 1 ANALYSIS OF FACTORS AFFECTING RETAIL SHOPPERS .................................20 FIGURE3-1 ORGANIZATION CHART OF WATSONS PERSON CARE STORE CHINA .............22 FIGURE3-2 SALES PERFORMANCE OF WATSONS CHINA IN 2012-2017...........................24 FIGURE4- 1 BEAUTY CONSUMPTION GROWTH RATE BY CITY TIER...............................33 FIGURE4- 2 PERFORMANCE TREND OF AFTER ASSORTMENT OPTIMIZATION IN SPRING PLAZA...........................................................................................................................38 FIGURE5- 1 SEX RATIO OF RESPONDENTS ......................................................................48 FIGURE5- 2 AGE OF RESPONDENTS................................................................................49 FIGURE5- 3 OCCUPATION OF RESPONDENTS ..................................................................50 FIGURE5- 4 INCOME OF RESPONDENTS ..........................................................................50 FIGURE5- 5 MEMBERSHIP OF RESPONDENTS .................................................................51 FIGURE5- 6 ATV DISTRIBUTION OF RESPONDENTS ........................................................51 FIGURE5- 7 COMPARISON OF CONSUMPTION RATE BEFORE AND AFTER ASSORTMENT OPTIMIZATION FROM CATEGORIES .................................................................................52 FIGURE5- 8 COMPARISON OF CONSUMPTION RATE BEFORE AND AFTER ASSORTMENT OPTIMIZATION FROM BRANDS........................................................................................53 FIGURE5- 9 CONSUMER COGNITIVE SATISFACTION DEGREE AFTER ASSORTMENT DEGREE ......................................................................................................................................54 FIGURE5- 10 CONSUMER OVERALL SATISFACTION DEGREE AFTER ASSORTMENT OPTIMIZATION ...............................................................................................................54 FIGURE5- 11 CONSUMER EXPECTATION FOR WATSONS..................................................55图 目 录 图 1-1 2013 年-2018 年中国美容化妆品及护肤品进口量及增长情况 .....1 图 2-1 影响零售购买者的因素分析 .............................. 20 [6] 图 3-1 屈臣氏中国个人用品商店公司组织架构图 ....................22 图 3-2 2012 年-2017 年屈臣氏中国销售业绩表现 ....................24 图 4-1 2016 年中国城市美妆消费额增长率..........................33 图 4-2 高德置地春广场屈臣氏产品组合优化后营运表现趋势图 ........38 图 5-1 受访者的性别比例 ........................................48 图 5-2 受访者年龄分布图 ........................................49 图 5-3 受访者职业分布图 ........................................50 图 5-4 受访者收入分布图 ........................................50 图 5-5 受访者会员比例分布图 ....................................51 图 5-6 受访者消费客单价分布图 .................................51 图 5-7 商品组合优化前后的产品品类消费比例对比图 ................52 图 5-8 商品组合优化前后的产品品牌消费比例对比图 ................53 图 5-9 商品组合优化后消费者认知满意度 ..........................54 图 5-10 商品组合优化后消费者整体满意度 .........................54 图 5-11 消费者对屈臣氏的期望 ...................................551