摘要
作为实体零售企业的“翘楚”,名创优品在实体零售普遍被“唱衰”的大背景下,仅成立短短六年其营业收入就突破百亿元,在行业间备受瞩目。通过总结名创优品在供应链、投资方式、资金循环体系、物流配送和信息化管理五个方面的商业经营模式及特点,分析了其在品牌策略、设计风格、互联网金融创新和控制产品成本四个方面的成功经验,为中小实体企业发展提供经验借鉴。
On the background of Bricks-and-mortar retailing is in recession,MINISO,as the“leader”of Bricks-and-mortar retailing,the operating income exceeded 10 billion yuan within only 6 years,which has attracted attention from the whole industry.By summarizing the business mode and characteristics in the supply chain,investment mode,capital circulation system,logistics distribution and information management,this paper analyzes its successful experience in the following aspects:brand strategy,design style,Internet financial innovation and product cost control,and provides experience for the development of small and medium-sized entities.
作者
赵青松
彭修远
ZHAO Qingsong;PENG Xiuyuan(Institute of Silk Road and Economic Management;College of International Economics and Trade,Xinjiang University of Finance and Economics,Urumchi 830012,China)
出处
《北京印刷学院学报》
2019年第9期42-46,共5页
Journal of Beijing Institute of Graphic Communication
基金
2017年国家社会科学基金西部项目(编号:17XGJ010)
关键词
名创优品
商业模式
经验借鉴
MINISO
business model
experience reference
