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Jingdong book

零售买手操典：从基础到时尚

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Jingdong book

零售买手操典：从基础到时尚

Name: 零售买手操典：从基础到时尚
Brand: Jingdong book
SKU: 3110144611
Price: 36.88 USD
Availability: OutOfStock

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Content Description

《零售买手操典：从基础到时尚》的目的在于培养那些将要从事零售商品企划的学生。全书向学生们介绍了零售买手在履行日常职责时所运用的基本概念、原则以及技巧。书中还有大量涉及商品企划职业的内容。不仅分析了不少传统零售店铺，而且谈到了各种非传统类型的零售形式，如邮寄订单、在线销售和直销等。全书介绍了科技在零售买货中的应用，还有买手运用的基本数学计算方法，学生们可以复习和巩固技能。《零售买手操典：从基础到时尚》的目标在于让学生可以运用书中介绍的知识，学会如何制订切实有效的买货策略。《零售买手操典：从基础到时尚》以一种富有挑战性、切合实际的方式，用许多特色专题来解释零售理念。这些都是为了保证书中内容简明扼要，让学生加深理解。

Author Description

理查德·克劳菲特，博士、教授，执教美国南卡罗莱纳大学零售买手和网络零售等课程，主要研究领域包括零售、互联网购买和零售技术。蒋敏丽，多年来从事服饰时尚类工作，对时尚行业有深入的了解，对买手的工作十分熟悉。曾在法国艾格品牌任职长达十年，在国际羊毛局、上海二百永新有限公司、对外贸易公司以及其他多家服装服饰品牌公司担任过采购、跟单、销售、市场营销等方面的职位。

Catalogue

第一部分了解买货的零售环境
第一章今天的买货环境
第二章零售业中的买货职能
第三章为不同类型的店铺买货

第二部分准备制订买货决策
第四章为制订买货决策而获取帮助
第五章了解你的顾客

第三部分商品采购的计划与控制
第七章预测
第八章制订买货计划
第九章制订分类计划
第十章存货控制

第四部分采购商品
第十一章选择供应商并建立合作关系
第十二章访问市场并与供应商谈判
第十四章进行采购
第十五章给商品定价

Book Abstract

《零售买手操典：从基础到时尚》：
店铺记录
在大部分买货情况下，过往销售记录和库存记录会成为最重要的信息来源。分析店铺记录对所有买手来说都很有必要，但是对那些身在零售连锁店总部的买手来说特别重要，这些买手可能没那么容易接近店铺层面的经理与销售人员。越来越多的零售商更关心追踪关于顾客的信息，而不是仅仅关注总销售额。例如，店铺记录中的信息可能会揭示顾客一般会一起购买的产品类型，数据可能会显示出购买某一特定产品的顾客的特征。这些情况涉及数据仓储及数据挖掘技术，具体将在第五章中讨论。
依赖于销售记录和库存记录来预测消费者需求的主要局限在于它们只能告诉你顾客过去曾经买过什么或者没有买什么。当顾客来到你们店里或你们部门却没有买东西时发生了什么情况？销售记录和存货记录反映不出如果当时商品有库存，顾客会购买什么东西。有些顾客当时要找的商品在你们店里暂时断货，或是根本就没有，那么这样的销售数据就无法揭示对那些顾客来说本来可能会产生什么样的销售。
有些店铺运行着正规的缺货单系统，每次当顾客要求的产品没有库存时就填写一张表格。如果你们采用这一系统，就需要让销售人员牢记：当顾客问到的商品已经脱销，或是你们店里本来就没有时，保留确切的记录并花点时间填写表格十分重要。然而，你们不可能满足每一位顾客的要求。如果你们的顾客提出大量相似的要求，那么对缺货单的分析能有助于规划未来的商品分类。
应该让销售记录和存货记录对你有用才行。如果你仔细分析这些记录，你的商品采购计划会更符合顾客需求。此外，店铺记录是验证你的预测与实际发生的销售相比是否准确的唯一方法。阅读未来趋势“会员卡：怎样才能让零售买手从中获益？”了解更多关于买手可以从顾客通过会员卡的交易中得到哪些信息。
尽管店铺记录可能是最重要的信息来源，仅靠这些还是不够的。在最终制订买货决策之前，你需要采用其它内部信息源，以及外部信息源。
……

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