1、優選文檔優選文檔PAGEPAGE15優選文檔PAGEMetroAGIntroductionMetroAG,oftenreferredtoastheMetrosupermarket,islargestretailinGermany,thesecondlargestretailinEurope,andthethirdlargestintheworldsretailwholesalesupermarketgroup1.IntheMetroandWanKeLong(onlyEuropean)brandwithanumberofMetromarket.Thecompanyisthecomposition

2、ofGermanDAXstockindex,isoneoftheworldstop500,hasbranchesin32countries.ItiscreatedbyOttoBeisheim,headquarteredinDusseldorfnow.In1964,inthefieldofbusiness,anewideaandmanagementmodewasborninGermany,thisistheMetro.ManageCashandCarryin32countriesaroundtheworldnow,andprovideforthedeliverysystemshoppingmal

3、ls,largedepartmentstores,superdiscountsupermarketchainstores,specialtystores,etc.Enterprisemission:metroisakindofCashandCarryshoppingmall,serviceforprofessionalcustomersandcommercialcustomer.Metroprovideshigh-qualitygoodsandbusinessplanforprofessionalcustomersatthelowestpossibleprice.1backgroundMetr

4、ogroupstructureisclear.Themetrogrouprunsfromthestrategicmanagementofthewholecorporation.Metrogroupisdividedintofourparts,theoperationofthecompanyhassixindependentsalesareaanddifferentbrand.CashandCarryserviceforbusinessandprofessionalcustomers,otherpartisforretailsalesandthefinalcustomer2.1Fansi.Sup

5、plychainmanagementresearchonMetro(China)sownbrandofgoodsD.Huazhonguniversityofscienceandtechnology,2010ChenYaNa.ThezeromanagementmodeinchangemanagementresearchD.EastChinauniversityofscienceandtechnology,2012So-calledserviceacrosstheregionreferstoprovideservicesforallsalesareaswithinthecompanyofthegr

6、oup,suchasprocurement,logistics,informationtechnology,advertising,finance,insurance,foodandbeverage.Metronowbuyismetrogroupsmostsalesabilityandtheinternationalizationofbranches.Today,thegrouphassetupafileinthe33countriesaroundtheworldwithmorethan2100stores.Underthejointeffortsofthe100000employees,th

7、ecompanyturnoverupto35billioneurosin2011.2currentretailingstrategytargetmarketTargetcustomersofmostofthecommonmarketisnodifference,namelytheserviceobjectistheordinaryconsumers,repeatpurchaserateofconsumersishighintheshortterm,buteverytimequantityofpurchaseisnotbig,consumerbehavioristemporaryandmorer

8、andomness.Andtargetconsumersofwarehousesupermarketsaremoreclear.Metroserviceforlimitedcustomers,refertotheoperatorsinthefieldofindustryandcommerce,implementmembershipforgroupconsumers3.Andstatusofthemembersmustbelegalenterprisesandinstitutions.marketpositioningMetrogroupadoptedtheunitymanagementmode

9、ontheworld,communityservice,thecustomerwithamember4.Thiskindofmarketpositioning,comparedwiththegreatmajorityofbusinessenterprisesinChina,isa3TianWei.StudyontheexistingproblemsandcountermeasurescompetitionstrategyofMetroChinacompanyj.Fudanuniversityin20094FengMinYi.ResearchoncompetitionstrategyofMetr

10、oinChina.j.Shanghaijiaotonguniversity,2010kindofdifferentiationmarketpositioning,becauseitdidnotcompetewithChineseretailerforthesameconsumergroupinthesameconsumerlever,whichwonthemarketdevelopmentspaceforitself.Ithastheaccuratemarketpositioning,onthebasisofthetargetcustomerswithmembershiplock，isstab

11、leinlong-term,whichhasobtainedtheamazingsuccess.SinceMetrosetupbranchesinChina,eachbranchofmetrohasreachedtheaveragedailyturnoverofmorethan2millionyuan.Goodperformanceandtheirspecificformofwarehouse-typesupermarket,whichcateredtotheneedsofthesupplyanddemand.Thespecialwarehouse-typesupermarketsisakin

12、dofstore,providelimitedservicesandadoptretailformatsofselfservicemarketing5.Warehousesupermarketisactuallyintheformofretailtoengageinthewholesalebusiness.Itisbothwholesaleservicecenteranddistributioncenter.Thisdifferentiationmarketpositioningmademetroasprofessionalcustomerswarehouse.Andtheuniquemark

13、etorientationandoperations,lettheutilizationrateofcapitalshownandreachedamaximum,makeenterpriseproductionzeroinventory,maximumcashflow.Itisfollowedbythesmallandmedium-sizedenterprises.MarketingmixPlacestrategy.Metrolocationstrategycanbedividedintothefollowingfourparts:First,itisthecitysurbanandrural

14、.Thiswillavoidthetrafficcongestioninthecitycenter.Italsocanadapttothetrendofurbansprawl,reducetheinvestmentrisk.Second,itisclosetothehighway5XiaoLongWen.Metro(China)hasitsownbrandmanagementmodestudyj.Centralsouthuniversity,2009orroad.So,ontheonehand,itisconvenientforourcustomersshopping.Ontheotherha

15、nd,itisconvenientforboththesupplieranddelivery.Third,itisthebigradiationarea.Usuallyitdesignatedtradingareain50kmradius,closetocityandcountry.Fourth,itcoversanareaof50000squaremeters.Ithasbusinessareaof10000squaremeters.Ithasmorethan700parkingSpaces,andverticalandhorizontaldriveway6.Thebiggestadvant

16、ageofMetrolocationisthatcanreduceoperatingcosts,andgoodfocusing.Productstrategy.Metrolookslikeamodernbigwarehouse.Theareaofexternalparkinglotisalmostequaltothebusinessarea;Itisalsoverysimpleinside.Itusuallyadoptsindustriallargeshelves.ThelowerhalfoftheShelvesisusedtodisplaythegoods,whichhavenodiffer

17、encetocommonsupermarket.Whiletheupperpartisusedforthestorageofgoods,correspondingplaytheroleofthewarehouse.Sothatittakesalesandstorageasawhole.Accordingly,asawarehouse,Metrohavefullrangeofcommodities,thefoodandnon-foodareusuallyhave30000to60000kinds7.Amongthem,foodisaccountsfor40%,nonfoodaccountsfor

18、60%.Thefoodhaslotsofkinds,suchasFruit、vegetables、Freshmeat、milkproducts、cans、beverages、snacks、sweets、drinksetc.Non-foodcommodityaccordingtoseasonneedstobeadjustedonaregularbasis.Itincludesofficesupplies,furniture,dailynecessities,hairproducts,tools,homeappliances,homedecorations,toys,textilesandspor

19、tsHuangbin.TheresearchandthinkingofMetroChinasupplychainmanagementD.Universityofelectronicscienceandtechnology,2010Wuping.CasestudyonthecompetitionstrategyofMetroinChina,j.Harbinengineeringuniversity.2010supplies,breedisrelativelystable.Itprovidesthespaceofcontinuousbusinessforownvarietiesofsmalland

20、medium-sizedretailenterprises.Atthesametime,thefunctionofthewarehouseisthediversificationofproductpackaging.Itservicesboththeneedsofsmallandmedium-sizedenterprises,suchasalcoholandtobaccopackagingneededbythegrocerystore,largeandmedium-sizedpackagingofhotel,diningroomneededbythemedium-sizedenterprise

21、,etc.PricingstrategyThepriceofproductsofferedbyMetroisoftenrelativelystable.Itpublishtenitemswithspecialpriceeveryperiodical8.Sothatcustomerscanparticipateintheactivitiesperiodically,atthesametime,italsostrengthenedtheirownbusiness.Thecheappriceofproductsisalsoanimportantreasonfortheywinthemarket.Ho

22、wtoformthepriceadvantageinMetroReasonhasthefollowingaspects.Firstofall,itinsistsonlowcostmanagement,warehousestoreswilldonothavethedecorationifitisnotnecessary.Itreducesthecostinthisway.Andmetrodidntdoaadvertisingsinceopened,whichthecostscanbesaved.Theescapablecostcanassigntotheinterestofthecustomer

23、.Thereforeitformedtheword-of-moutheffect,whichisbetterthanadvertisingeffect.Secondly,whenMetrodealswithsuppliers,whichstrictlyabidebythetermsofpaymentstipulatedinthecontract.BecauseMetrocansettlementtheontime,withthebigbatchandfasterturnover,soallthesuppliersarewillingtogiveaverylowpricetosellthegoo

24、ds.Atthesametime,themetroisaninternationalenterprise.LiGuXin.MembershipwarehousesupermarketcustomerrelationshipmanagementresearchD.Atjilinuniversityin2011Somepurchasepriceofforeigngoodsinthousandsofstoresaroundtheworld,accordingtothestandardbargainedbytheagreedpriceofsuppliedproductsinthemultination

25、alcompanyheadquarters.SothepurchasepriceofMetrosproductsisprobablymuchlowerthanthepurchasepriceofothercompanies.Becausethesepreconditions,plusadheretotheprincipleofsmallprofitsandquickturnoverinthemetro.Itconstitutesthepriceadvantage.Atthesametime,metroarecarryingoutthepolicyofpricesbemarkedclearly,

26、letallcustomershavetrust,andgaincustomersloyalty9.PromotionstrategyMetroisnotusethemediaforadvertising.Butitusesdirectmailadvertisingtosalespromotion.Metropostsametroposttoallmemberseverytwoweeks10.Postcontainsadetailedcolorfulcatalogue,thispaperintroducesthelatestpriceofthegoodsinthehalfamonth,then

27、ewproductandpromotionalinformationofgoodsinthenearfuture.Postnotonlymakemembersknowcommodityinformationinatimelymanner,butalsohelpenterprisestoeffectivelyreducethepurchasingcost.Itimprovescustomerthetransparencyandfairnessofpurchase.3RecommendationSomecurrentstrategiesneedtobechangedforthefuturedeve

28、lopment.PlacestrategyofMetrocanboilsdownto:Itisintheexitofeconomicdevelopedareainthecentercity.Thebenefitsofthiskindofsiteselectionstrategycanreduceoperatingcosts,focusing.Thisplacestrategy,ofcourse,alsohasdisadvantages.Namely,ithashigher9MJosephMarketingCommunications:ASystemsApproach.2008TeresaJ.D

29、omzal,andJeromeB.Advertising:ThewhatandhowofproductMeaning.JournalofConsumerMarketing.2009requirementsofsurroundingtrafficconditions.Becausethemarketnotgatheredincommercialareas,donothavetheclustereffectofbusiness,givetheimpressionofunprosperousinhumantoconsumers.ThesiteselectionstandardsofmetroinCh

30、inabasicallyfollowthecommonpracticeinforeigncountries,butaccordingtotheactualsituationofChina,theplacestrategyneedstobechanged11.Inaforeigncountry,mallsiteselectionisintheurbanandrural,thetransportationisconvenient,andthehighpopularizationofprivatecarsindevelopedcountriesastheprerequisiteconditions.

31、ButthepopularizationofprivatecarsislowinChina.SoinChina,thelocationcanbeconsideredincentralbusinessdistrict.Therangeofdrivingbetweenthenewmallandthecenterofthecityisnotmorethan15minutes.Theplacestrategymustpayattentiontothemallandtheeffectsoftheradiationbusinessstrategy.Theimportanceofbusinessstrate

32、gyis:Itishelpfultotheconstructionofchainshop;ithelpschoiceorganizationformsofchain;ithelpschaintoenhanceattraction.Itisabasicworkforthedevelopmentofchainstores.Ithasimportantsignificanceforenterprisecreateascaleadvantages,enhancecompetitivenessandsoon.Italsoplaysakeyroleinthedevelopmentofchainform.T

33、heplacestrategyneedstoconsiderthecityseconomicdevelopmentlevelandthebusinessdevelopeddegreeofthecity.Thecitycenterhasmorethan1millionpeople,andtheurbanpopulationhasmorethan4millionpeople,percapitaincomeismorethan15000yuan.EmphasisonGDP,percapitaGDPandthegrowthrateinrecentyears,priceindexchange,11Kur

34、tJohnson,MarkMarketing:KeepingInContactWiththeRightCustomer.DirectMarketing.2009increaseofinvestmentinfixedassets,andsoon.Somegoodstrategiescancontinuetoimplementforthefuturedevelopment.Strictlyenforcecorporatemembership.Metrostressedforcorporatemembershipservice.Customersmustbeitsmembersineverymetr

35、oshopping,anditsservicenotfacingconsumersbutforsmallbusiness,retailers,restaurants,institutionsandgovernmentdepartmentsetc.Thisformatisessentiallyawholesaleofmetro.Itisaimedatretailersratherthanscatteredconsumers.Atthesametime,thestoredesign,productpackagingandspecificserviceprocessinthemetroarealla

36、roundcorporatemembers.ContinuetocarryouttheCashandCarry.TheCashandCarrysysteminMetroisthatitisMetrosproprietarytechnology12.Thiswayismetroprovidespurchaseordertothesupplier.Thesupplierdirectlydelivery,customersgotothemallshopping.Metrorequirescashsettlement,andhasnohome-deliverycenter.Fromtheangleof

37、market，tosellgoodswithcashpaymentandthehelpofmetrohugesalesnetwork,itisagreatconvenienceforthesupplier.Inthisway,manufacturercandevelopthemarket,andsavehumancapital.Therefore,mostofsuppliersarewillingtosellproductsatarelativelylowfactorypricetometro.Asacustomer,aslongasholdmembershipcardandpaycash,n

38、omatterpurchasequantitysizeallcanenjoypreferentialprice.Thesmallandmedium-sizedretailersalsocanreducetheirownsalescostgreatly.Production,wholesale,retail,thethreepartiescangain12PatCustomerEquity:HowCustomerValueIsReshapingCoporateStrategy.JournalofAdverstisingResearch.2010benefit.Sotheproductscanha

39、vereasonableprice.ThismodeofoperationinMetro,canplayapositiveroleinsettingupareasonablepricesystem.Atthesametime,thecustomercancompletelyaccordingtotheoperationconditionsandthemarketdemandtopurchaseinmetro,makeconsumerandbusinessbecomemorereasonable.ConclusionTherefore,itisveryimportantformetrotoclearitselfadvantageinChina.Inviewoftheenterprise,governmentandotherunits,thewholesaleandretailtypeshouldnotbechanged.Anditmustadheretothemembership.Anyh