销售方式的选择：店中店模式还是专卖店模式？

Choice of Marketing: Store within Store or Specialty Store?

摘要: 店中店模式有着传统专卖店商业模式不可比拟的优势，但又不能完全取代传统商业模式(传统的专卖店的行销模式)。基于利益最大化的追求以及可持续性发展的基本诉求，制造商在其企业不同发展阶段究竟选择店中店模式还是传统商业模式，常常为之困顿。为此，本文基于企业生命周期理论，从理论上探讨了制造商不同发展阶段最符合制造商发展目标的商业经营模式。研究结果认为，企业发展初级阶段应倾向于选择店中店模式；在发展阶段可以选择店中店模式为主、传统商业模式为辅的经营策略；当制造商处于成熟阶段时，则选择传统商业模式。

Abstract: The shop in shop mode has the advantages that the traditional business mode (specialty store) cannot match, but it cannot completely replace the traditional business mode. Based on the pursuit of benefit maximization and the basic demands of sustainable development, manufacturers feel trapped in the selection of the shop in shop mode or the traditional business mode in its different stages of development. For this, based on the theory of enterprise life cycle, this article theoretically discusses the manufactures’ commercial operation mode fits best into manufacturers’ development goals. Results suggest that manufacturers should tend to choose the shop in shop mode in its start period. While in growth stage, manufacturers should mainly use the shop in shop mode, supplemented with the traditional business mode, and then the traditional business mode in maturation stage.