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所在平台: Udemy |
课程主页: https://www.udemy.com/course/mba-retail-management-merchandising-and-e-commerce/
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课程名称：MBA: 零售业务、商品销售与电子商务（2025） 概述：您是否曾在零售商店购物时，发现自己购买的商品超过了实际需要？这正是因为商店通过某些商业策略提供了绝佳的购物体验。本课程将帮助您理解，如果您计划在未来开设自己的零售业务或电子商务品牌，应该遵循的策略。 课程内容概述： 第一部分：零售业务基础介绍 - 零售管理概述 - 零售营销组合 - 波特五力模型 - SWOT分析 - 消费者与客户的区别 - 理解零售消费者 - 产品种类与品类的关系 第二部分：零售店和交易区类型 - 根据格式划分的零售店类型 - 根据交易区划分的零售店类型 - Reilly零售引力法则 - Huff引力模型及管理 - 交易区高级练习 第三部分：全渠道与电子商务 - 网店浏览与实店浏览 - 多渠道与全渠道策略 第四部分：Warby Parker全渠道案例研究 - Warby Parker案例简介 - Warby Parker零售财务指标 - 收入表基础 - Warby Parker的贡献利润 第五部分：零售业务中的客户数据 - 客户关系管理 - 最近性、频率和金额（RFM）分析 - 购物篮分析 - 关联与支持分析 - 置信度和提升分析 第六部分：店面布局和设计 - 客户生命周期价值 - 客户生命周期价值作业 - 店铺布局类型 - 店铺设计目标 - 布局练习 - 提升 第七部分：零售财务与会计 - 零售财务导论 - 收入表与现金流量表 - 资产管理与利润管理导论 - 零售业战略利润模型 - Walmart和Tiffany财务报表 - 零售财务作业与财务指标总结 第八部分：品类与库存管理 - 品类管理导论 - 投资回报率（ROI）与总毛利润回报率（GMROI） - 库存管理ABC分析 第九部分：电子商务与直销品牌 - 电子商务和直销品牌导论 - 私有标签与白标 - D2C商业模型 - D2C品牌的营销、销售与扩展策略 这门课程致力于为有志于进入零售和电子商务行业的学员提供全面的知识与实践指导。
If you have been to a retail store do why you end up buying more than you actually need?That's because they provide you with an amazing shopping experience by using some business strategy. This course will help you understand the strategy you can follow if you are planning to start your own retail business or e-commerce brand in the future. Section 1 Introduction to Retail business BasicsWhat is Retail ManagementRetail Marketing MixPorter Five Force ModelSWOT AnalysisConsumer vs CustomersUnderstanding the Retail ConsumerVariety vs AssortmentSection 2 Types of Retail store and Trading areaTypes of retail stores based on the formatTypes of retail stores based on the trading areaReilly's Law of Retail Gravitation Retail Management Huff Gravity Model Retail Management Trading area Advance exerciseSection 3 Omnichannel and e-commerceWebrooming vs ShowroomingMultichannel and Omnichannel strategySection 4 Warby Parker Omnichannel Case studyWarby Parker Case Study IntroWarby parker Retail Finance MetricsBasics of Income StatementWarby Parker Contribution MarginSection 5 Customer Data in retail businessCustomer Relationship ManagementRecency, Frequency, and Monetary (RFM) analysisMarket Basket Analysis (Market Basket Analysis)Association and Support (Market Basket Analysis)Confidence (Market Basket Analysis)Lift (Market Basket Analysis)Name manager and Indirect functionMarket Basket AnalysisSection 6 Store layout and designCustomer Lifetime ValueCustomer Lifetime Value AssignmentTypes of Store LayoutThe goal of Store DesignStore layout Exercise - LiftSection 7 Retail finance and accountingIntroduction to Retail FinanceIncome Statement and Cash flow statementIntroduction to Asset Management and Margin ManagementThe Strategic Profit Model in Retail businessWalmart and Tiffany Financial StatementRetail Finance AssignmentFinancial metrics ConclusionSection 8 Category and Inventory ManagementIntroduction to Category ManagementROI and GMROIABC Analysis for Inventory ManagementSection 9 E-commerce and D2C brandsIntroduction to e-commerce and D2CPrivate labels and white labelsD2C business modelMarketing, Sales, and expansion of the D2C brand
