沃尔玛管理手册

Merchandising商品管理GENERALGUIDELINES綜合指南1Training&DevelopmentDepartment1-50Merchandising[general.doc]03/2008CONFIDENTIALSAM'SClubOverview概述ThismanualwillfamiliarizeyouwiththebasicsalesfloorproceduresandMerchandisingStandardsrelatedtoproductpresentationandmerchandising.Attimes,however,youmayneedtodeviatefromtheseguidelines,withaCoach'sapproval,inordertogetthesalesthatyouneed.這本手冊將會使你熟悉基本的店面運作程序及有關商品陳列與管理的一些指導知識。有時候為了促進銷售，在經理的批准下你也可以嘗試偏離這些指導原則而進行工作。Merchandisingis,forthemostpart,basedonopinion.Donotbeafraidtotrynewthingsifyoufeelthatitwillhelpincreasesales.However,therearemanyprovenconceptsthatshouldbeappliedinallbuildings.Also,youmustbewillingtotrysomeoneelse'sideasifyourtechniquesarenotgettingresults.Justremembertohavefunwithit.商品佈置這一工作是建立在主觀想法的基礎上的。不要怯于嘗試新的方法，只要你認為它能促進銷售，就去做。當然，如果你自己的方法不是很有效，也不妨試試其他人的建議。總之，你要對感興趣就行了。Merchandising商品管理GENERALGUIDELINES綜合指南1Training&DevelopmentDepartment2-50Merchandising[general.doc]03/2008CONFIDENTIALSAM'SClubIt'salmostembarrassingtoadmitthis,butit'strue:Therehasn'tbeenadayinmyadultlifewhenIhaven'tspentsometimethinkingaboutmerchandising.IsuspectIhaveemphasizeditemmerchandisingandtheimportanceofpromotingitemstoagreaterdegreethanmostanyotherretailmanagementpersoninthiscountry.Ithasbeenanabsolutepassionofmine.ItiswhatIenjoydoingasmuchasanythinginthebusiness.Ireallylovetopickanitem-maybethemostbasicmerchandise-andthencallattentiontoit.Weusedtosayyoucouldsellanythingifyouhungitfromtheceiling.Sowewouldbuyhugequantitiesofsomethinganddramatizeit.Wewouldblowitoutoftherewheneverybodyelseknewwewouldhaveonlysoldafewhadwejustleftitinthenormalstoreposition.Itisoneofthethingsthathassetourcompanyapartfromtheverybeginningandreallymadeusdifficulttocompetewith.And,man,intheearlydaysofWal-Martitreallygotcrazysometimes.1雖然要我承認這些有些難為情，但自從我成年以後，就沒有一天不想著商品佈置的。我懷疑在商品佈置與促銷上所下功夫及對之的重視程度是任何其它零銷業的管理者所不及的。這一直是我的一貫方針。它所帶給我的樂趣與我們生意中的任何其它有趣的事情一樣大。我非常喜歡親自動手包裝商品，即使是最最平常的一種商品，而後想辦法吸引顧客的注意而將它銷售出去。我們有句話，說“只要你能將它掛起來，你就能將它賣出去”。因而，我們應訂購大批量的某種商品，而且將其變成一富有戲劇性色彩的推銷活動。我們要將它像水一樣的噴灑出去，而打破“這東西放在貨架上賣不了多少”的神話。這就是我們與我們的對手之間的區別。現在回頭看看早期Wal-Mart所做的促銷活動，你一定會認為我們是一群瘋子。-SamWalton山姆沃爾頓Merchandising商品管理GENERALGUIDELINES綜合指南1Training&DevelopmentDepartment3-50Merchandising[general.doc]03/2008CONFIDENTIALSAM'SClubWhoNeedsThisInformation參閱人員AllSalesFloorPartners店面工作人員AllMerchandiseTeamLeaders全體高級主管人員AllCoaches全體經理人員YouWillLearnAbout你將學到TheCompetitiveStrategy競爭價格策略MerchandisingStandardsforthesidesteel,endcapfeaturesandthecartrail邊櫃、貨架頭、路售區的陳列標準Basicmerchandisingprocedures(i.e.,signing,zoning,shrinkwrapstandards,etc.)基本的商品管理程序(如：標簽整理、纏繞膜等)Itemaudits/Testscanning盤點/掃描測試Tools(Planners,Reports)工具(計劃、報告)PersonalContacts個人聯系TeamLeaders主管AssistantCoaches副經理HeadCoach總經理DirectorofOperations運作部總監MerchandiseBase商品基本理論Ourcompanyismerchandisedriven.Thefoundationofourbusinessisinsellingmerchandise.OurphilosophyistosellcosteffectivelytotheBusinessMemberwhilemerchandisingaggressivelytotheAdvantageMember.TheMerchandiseBaseconsistsofthefollowingkeyelements:我們公司是一家商品促銷公司，公司經營的基礎是銷售商品，我們的經營理念是向全商業會員提供价廉的商品，同時極力滿足個人會員。Alimitedassortment,3600SKU’s.全店商品品種限制在3600種。Wecarryonlyhighvolumeitemsinthelargest,mosteconomicalsizesneededbyourMembers.Wedonotintendtobetheironlysupplier.我們只銷售大批量、會員所需最經濟的包裝形式的商品，我們不只是希望成為會員的唯一供貨商。Merchandising商品管理GENERALGUIDELINES綜合指南1Training&DevelopmentDepartment4-50Merchandising[general.doc]03/2008CONFIDENTIALSAM'SClubOursellingpricemustrepresentforourMemberasignificantsavingsovertraditionalsourcesofsupplysuchasdistributors,factorydirectandotherretailers.Ourintentistosaveourmembersmoneywhileprovidingqualitymerchandise.我們的價格必須能顯示比其他傳統供應渠道(如配銷中心、工廠或其他零售商)的商品更節省，我們的宗旨是為會員提供質優价廉的商品。Ourmerchandiseselectionincludeswholesaleitems:選擇商品時要攷慮針對批發銷售形式的商品：1.Wholesaleitemsshouldbealwaysinstock.要一貫保持有批發商品的庫存。2.StrivetomaintaintheseitemsinthesamelocationintheClub.竭力將這些商品陳列于同一位置。3.Willchangetheseitemsonlyifabettervaluecanbesecuredorifmanufacturerchangesordropstheitem.除非找到更好的批發商品或生產廠家改變商品的生產，否則不改變這些針對批發業務的商品。TheremainingmerchandiseisAdvantageItems:其他商品都是針對個人會員消費的商品：1.SelectedforpersonaluseoftheAdvantagememberaswellastheBusinessmember.Thesewillchangefrequently.進貨時要選擇符合個人會員和商業會員使用的商品。這種商品會經常變化。2.Theyincludemanyone-timespecialpurchases.這些商品也包括一次性特別採購的商品。3.Branded:Normaldistributionfortheseitemswouldbedepartmentorspecialtystores.名牌商品，通常將這些商品銷售給小店鋪或專賣店。4.Intelligentlossofbusiness.Ourphilosophyisearlyinandsoldoutbeforetheendoftheseason.Thiswillminimizeourexposuretoliabilityandcreatetheurgencytobuy.Weshouldfeatureitemsearly,teachingMemberstopurchaseNOW.聰明的生意損失，我們的原則是在銷售旺季結束之前盡快進貨，盡快售出。這樣做，能減少風險并營造購買的緊迫感。對此，我們要盡快特別作出陳列，指引會員現在購買。Merchandising商品管理GENERALGUIDELINES綜合指南1Training&DevelopmentDepartment5-50Merchandising[general.doc]03/2008CONFIDENTIALSAM'SClubSixBasicRightsofMerchandising商品的六個“正確”SAM’sClubhasadoptedtheSixBasicRightsofMerchandisingthatisthecornerstoneofmeasurementforeveryitemintheclub.Theserightsare:山姆會員店采用商品的六個“正確”原則，店內每種商品都要攷慮到這個原則。這六個“正確”是：1.TheRightMerchandise正確的商品FirstithastobeanitemthatourMemberswouldwanttobuy.首先，所選的商品必須是會員需要的商品。2.T