【摘要】 近年北京连锁零售业发展迅猛,已成为北京流通领域新的经济增长点。为了更明确地界定和研究北京市连锁零售企业的营销竞争力,本研究制定了北京连锁零售企业营销竞争力的评价指标体系,选取超市发、物美、家乐福、京客隆、华普等五家企业,对其营销竞争力进行了客观评价,并对北京市连锁零售企业提升营销竞争力提出建议。更多还原

【Abstract】 In recent Beijing,the rapidly growing retail chains have becoming new powerful engines for the circu-lation industry.To better define and investigate the marketing competence of these chains,An index sys-tem is developed to evaluate the marketing competence of the retail chains.Five selected enterprises,Chaoshifa,Wumei,Carrifour,Jingkelong,and Huapu are evaluated with the index system,and measures for market-ing competence promotion are suggested.更多还原