2012年服装零售外文翻译--新经济下的服装零售--中小企业案例

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1、5600 英文单词， 3万英文字符 ， 中文 9600字 文献出处： Donnell L, Hutchinson K, Reid A. Fashion retailing in the new economy: the case of SMEsJ. International Journal of Retail & Distribution Management, 2012, 40(12): 906-919. Fashion retailing in the new economy: the case of SMEs Lisa Donnell, Karise Hutchinson and An

2、drea Reid Abstract Purpose The purpose of this paper is to identify how small to medium-sized enterprise (SME) fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap in a highly dynamic sector. Design/methodology/approach A single case study approach is

3、 adopted in light of the limited research in this area. Data collection involved a multi-stage and multi-methods approach over a six month period to increase the validity of findings and the triangulation of data. Findings The findings of this paper highlight, first, the need for formal CRM interven

4、tion; and, second, the issues involved in the implementation of a loyalty program. Originality/value In the absence of specific knowledge in this area, a framework is developed to advance both theoretical and practical understanding of how SME fashion retailers can build and manage close customer re

5、lationships in the new economy. Keywords ： Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises, Single case study, Customer relations 1. Introduction It is widely accepted in the literature that the key to retailing is to understand ones customers (Grewal et al., 2

6、009). In a time of unprecedented retail change and turbulence were customers are constantly adapting their consumption behaviour (Sands and Ferraro, 2010), understanding customer needs and wants has become a matter of survival for fashion retailers of all sizes. While in theory fashion retailers can apply a variety of marketing tactics to build close customer relationships (e.g. multichannel integration, social media interaction, and loyalty programs), limited is known about the rele