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.........................................................