一览展望的现场——大规模零售店
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摘要
本文由自助式销售引申到大规模零售店,通过追溯日本自助式服务的开端,探讨决定商品价格的要素,我们发现:在实现了一览展望的自助式服务的大规模零售店里,市场机制并没有起到作用。在以所有信息已传递到消费者为前提的基础上进行商品销售,然而,消费者远离了面对面的销售,无法向制造方提供信息,厂家并不是按照消费者的要求进行新商品的开发。因此,我们有必要思考这种大规模零售店模式是否真的健全。
This article extends from self-service sales to large-scale retail stores. By tracing back to the beginning of Japanese self-service and discussing the determinants of commodity prices,we find that in large-scale retail selfservice stores with a panoramic view,the market mechanism does not play a role. Commodities are sold on the premise that all information has been transmitted to consumers. However,without face-to-face communication,consumers can not provide information to manufacturers. Manufacturers do not develop new commodities according to consumers' requirements. Therefore,it is necessary to consider whether this large-scale retail store model is really sound.
This article extends from self-service sales to large-scale retail stores. By tracing back to the beginning of Japanese self-service and discussing the determinants of commodity prices,we find that in large-scale retail selfservice stores with a panoramic view,the market mechanism does not play a role. Commodities are sold on the premise that all information has been transmitted to consumers. However,without face-to-face communication,consumers can not provide information to manufacturers. Manufacturers do not develop new commodities according to consumers' requirements. Therefore,it is necessary to consider whether this large-scale retail store model is really sound.
引文
日置弘一郎.市場(いちば)の逆襲[M].大修館,2002.