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终端物流不同步,信息反馈不及时,经营决策靠非典型样本抽样和经验惯性,成为中国书业,尤其是批销渠道的软肋。文教批销市场的高退货率一直是老大难问题,即便龙门书局、东北师范大学等出版社的强势品种,对省级代理的退货率控制要求也很难达到,这恐怕不是品种开发、包装宣传或客户选择所能控制的,而是批销坐商经营模式先天不足注定的。
Terminal logistics is not synchronized, information feedback is not timely, business decisions by atypical sample sampling and empirical inertia, become China’s book industry, especially the soft underbelly of wholesale channels. High return rate of cultural, educational and wholesale markets has always been the crux of the problem. Even Longmen Publishing House, Northeast Normal University and other publishing houses of the strong varieties of the provincial agent return rate control requirements are difficult to achieve, I am afraid that is not the species development, packaging publicity Or the customer can choose to control, but rather the business model of marketing merchants run by default.