基于国际经验的中国奥特莱斯成长期发展研究

Study on Growth Period of Outlets in China Based on International Experiences

中文关键词:  奥特莱斯  成长期  产业定位  品牌  折扣

英文关键词:outlets  growth period  industrial orientation  brand  discount

中文摘要:

      国际经验表明，以商业运营为基础，以产业规划为支撑，保持商品供应链畅通，以及坚持品牌与折扣并重的经营模式，是奥特莱斯业态成功的商业模式。中国奥特莱斯经过十年发展，已进入成长期阶段，针对其现状和问题，文章提出明确产业定位、坚持品牌战略、加大折扣力度等发展对策。

英文摘要:

      International experience shows that the outlets have a successful business model in business format based on business operation and industrial planning to support, maintain the smooth flow of commodity supply chain, as well as the adherence to the business model of both brand and discount. The outlets in China have stepped into a long-term development stage after a decade development. According to the present situation and problem, this paper presents the development measures including clear industrial orientation, brand strategy and more discounts.