关于REI模式的请教
请教各位美国REI的零售店经营模式。:W F,k4i6uP每一个成功的企业都一自己的独到之处可以让我们学习。
对此了解或者感兴趣的朋友希望能向你们请教一 二，也希望得到更多新鲜的思维。 REI（RecreationalEquipment,Inc.）是美国也是全球最大的户外用品连锁零售组织，它目前的规模相当于中国国内最大的户外用品零售公司的50倍，其最大的直营分店面积超过10000平米。
事在人为,先看看REI的组织结构吧! http://www.rei.com/jobs/profiles.html
[quote]原帖由 [i]奥运会[/i] 于 2007-3-2 22:15 发表J$\1UQ zREI（RecreationalEquipment,Inc.）是美国也是全球最大的户外用品连锁零售组织，它目前的规模相当于中国国内最大的户外用品零售公司的50倍，其最大的直营分店面积超过10000平米。 [/quote]
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[b]Corporate Services企业服务 [/b]
Our Corporate Services department is located at REI's Administrative Headquarters in Kent.我们公司的服务处位于瑞的行政总部肯特. The department includes Administrative Services which manages the copy center, the Summit Café, Headquarters reception desks, and administration; Campus Management which provides complete building maintenance, space planning, and campus expansion needs; and Mail Services which supports the company in all aspects of mail service needs.包括行政部门负责管理本服务中心、咖啡厅峰、总部接待服务台、行政管理;校园管理提供完整的维修、空间规划、校园扩建需求;邮件服务和支持公司各项邮件服务需要. Typical positions that might open in this department would be for mail clerk, administrative support, or maintenance technician.典型职位可能会不限于这处邮件秘书、行政支援、维修或技术员.
[b]Finance财政部 [/b]The Finance and Accounting department provides the company with financial planning, analysis, reporting, and control.财务会计部门为该公司提供财务规划、分析、报告、和控制. Related functions include accounting and reporting, cash management, tax, corporate planning and analysis, loss prevention, and internal audit.相关活动包括:会计和报告、现金管理、税务、企业策划与分析,防止流失、内部审计. Accounting and Reporting encompasses general accounting, financial statement production & distribution, inventory accounting and physical inventory, fixed asset accounting, accounts payable, payroll, sales audit, and dividend accounting.包含一般会计核算和报告、财务报表制作及分销、库存和实物库存核算、固定资产核算、应付帐款、薪金、销售审计、会计股利. Additional functions include forecasting and tracking daily cash flow, cash investments and borrowings, bankcard fee negotiations and analysis, bank fee negotiation and fee analysis, armored car contracts, Letters of Credit, EFT, and new store bank accounts.附加功能包括现金流量预测和日常跟踪、投资和借贷的现金、银行卡收费谈判和分析银行议价费分析,装甲车辆的合约,信用证、降耗、新店银行帐户. Tax planning and compliance includes federal and state income tax, sales and use tax, property tax, corporate tax planning, unclaimed property, and managing tax audits.税务规划包括联邦、州和遵所得税、销售和使用税、财产税、公司税规划认领财产管理税务审计. Planning and Analysis incorporates financial analysis, management reporting, monthly financial analysis and review, capital project planning and analysis, long-term financial forecasting and modeling, and corporate budgeting.规划和分析包括财务分析、管理报告、月度财务分析及检讨,资本项目规划和分析长期财务预测与建模、企业预算. Loss prevention captures four areas: internal and external fraud prevention and research, security and safety throughout the company, insurance claims, and bad check collections and reporting.损失预防夺得四个领域:防范欺诈和内外科研和安全整个公司保险理赔、空白支票、收藏报道. Internal audit, though outsourced, is directed by the Finance department.内部审计,虽然外包,则以财务部. Positions in this department typically require a background or a degree in accounting, finance, tax, or bookkeeping, or financial and business analysis skills.这通常需要一处阵地背景或攻读会计、金融、税收、或簿记、或财务和业务的分析技巧.
[b]Human Resources人力资源 [/b]Human Resources staff support management and employees in the areas of Staffing & Employee Relations, Retail Human Resources, Learning & Development and Total Compensation and program and policy administration.人力资源管理人员和职工的支持人员及雇员关系方面,零售人力资源学习与发展、纲领、政策和行政赔偿总额. Typical positions in this department are for staffing specialists, learning & development specialists, compensation & benefits specialists, and administrative support positions.这是部典型岗位人员专家、学习与发展专家、补偿及福利专家和行政支持的立场.
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[b]Information Services (IS)信息服务[/b]Information Services is responsible for providing actionable, accurate, timely and affordable information and services related to REI systems and technology to our internal and external customers.负责提供信息服务行动、准确性得起的信息和服务,并及时与瑞和科技对系统内部和外部客户. REI has a multi-platform IT environment—IBM AS/400s, RS/6000s, and Windows 2000-based LANs, both locally and across a wide area network of PCs—and a modern, collaborative work environment.瑞已经一个多平台环境-IBM的as/400s,rs/6000s、视窗2000的局域网,本地和广域网的电脑相望、现代、协作的工作环境. Most applications are run on AS/400, RS/6000, or Windows 2000 servers in either hosted or client/server architectures.大多数申请AS/400上跑,RS/6000,或视窗2000服务器或者主持或客户机/服务器结构. Development languages include RPG/400, Java, Visual Age for Java, C, and C++.开发语言包括rpg/400,爪哇爪哇视觉年龄,三、C++的. Microsoft technology forms the backbone of our private network services, including Outlook/Exchange, Internet Information Server (intranet), and Office for desktop productivity software.微软技术骨干形式的私人网络服务,包括前台/交换,因特网信息服务器(联网)生产率和办公桌面软件. 2S!x6oCj t@!u
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With a state-of-the-art yet casual team-oriented work environment, we've got a great place for individuals seeking a challenging yet balanced work life.以美国最先进的未散队为本的工作环境,我们拿到一个伟大的地方,但是均衡的个人追求有挑战性的工作生活. Employment opportunities in this department are technology-specific and typically require several years of experience.这是科技部门就业机会的具体而通常需要几十年的经验.
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[b]Purchasing采购 [/b]Purchasing is part of our IS division and provides support in the areas of acquisition of supplies, goods and services company wide.收购是我们的师提供支援物资采购等领域,商品和服务性公司.
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[b]Marketing营销 [/b]Marketing is responsible for customer communication planning and execution to drive sales and profit in accordance with REI's business plan.负责客户沟通营销策划和执行驾驶销售和利润按照瑞的经营计划. The Creative Team creates and executes printed direct mail, collateral materials, and develops visual presentation standards.创意与执行团队创造印通邮、抵押物资、发展视觉标准. Marketing also includes the Photo Studio and Printing & Graphic Services.营销还包括照相馆、印刷及图形服务. The Brand Development Team is responsible for the Company Event Calendar, and creates and executes advertising and promotion.品牌开发小组负责公司节目表,并创造并执行广告和促销. The Customer Marketing and Insights Team is responsible for direct contact planning for direct mail and e-mail, customer analysis, event reporting, primary research and marketing systems.客户营销队伍和见解负责规划直接接触直接邮寄和电子邮件,客户分析事件申报,基层科研和营销体系.
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The Photo Studio and Printing & Graphic Services are located at the Distribution Center in Sumner.摄影工作室、印刷及平面布局服务中心位于萨姆纳.
[b]Merchandising90 [/b]商品部
Our Merchandising department is divided into the following primary areas: 3 product groups consisting of Camping, Travel, Fishing and Paddling; Cycle, Snow Sports, OXT and Climbing; and Clothing, Outerwear and Footwear.我国90处,分为小学以下几个方面:3产品组成的团体露营,旅游钓鱼、嬉水;周期雪地运动oxt和攀爬;而服装、鞋类、外衣. Each Specialty Shop team includes a director of merchandise management, product managers, planners, inventory analysts and merchandise assistants who work together to develop a strategic assortment and financial and inventory plans for the products REI sells.每队包括一名主任专卖店商品管理,产品经理,设计师,分析家和商品库存小妹一起发展战略和金融品种和库存的计划瑞产品销售. The Planning group is responsible for coordinating the development of corporate line-of-business plans that support the corporate strategic and financial needs of the company.规划小组负责协调发展的企业在线-商业计划和财政支持企业战略的需要公司. The Market Planning group is responsible for working with the product groups and retail stores to help determine the best mix of products in our stores.市场策划工作小组负责与生产集团及零售商店,以帮助确定最佳的产品组合我们店. Inventory/Logistics is responsible for a vendor relations development program and traffic administration.库存/卖方负责物流发展规划和交通管理的关系. REI Gear and Apparel is responsible for formulating a direction and growth plan for REI brand products.瑞齿轮服装负责制订计划方向和增长瑞名牌产品. The team consists of designers, material and product developers, pattern makers and sample makers.该小组由设计师、材料和产品发展格局庄家及样本户. The Product Quality Assurance (PQA) team is responsible for developing strategies and policies necessary to provide top-quality safe products in all of REI's distribution channels.产品品质保证(电能)团队负责开发的战略和政策,提供必要的一流产品质量安全全瑞的分销渠道. The PQA team has a one-of-a-kind product-testing lab with a small team of employees involved in product inspection and testing.电能团队的一的一类产品测试实验室与一小队员工从事产品检验工作. The PQA team also is involved in field testing of product, which involves voluntary REI members and employees.电能队也参与了现场测试产品,涉及自愿瑞成员和雇员. Typical positions that open in Merchandising are planner, inventory analyst, merchandise assistant and product developer.在公开立场是典型的商品企划、库存分析员、商品助理、产品开发. 5@}(N\g5|&M ~"e
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[b]Online在线 [/b]'gS"rp v.T*T)b
Our Online division is responsible for the ongoing development, implementation, and maintenance of REI's two web stores: REI.com and REI-OUTLET.com.我们正在进行的网上司负责开发,实施,维护和瑞两家网上商店:瑞和rei.com-outlet.com. Our online Specialty Shops include Camping/Hiking; Cycling; Paddling; Snow Sports; Men's/Women's/Kids' Clothing; Footwear; Travel; Cross Training; Books and Maps; Fishing; Time, Tools, & Optics, and most recently, REI Gear.我国网上商店包括专科露营/远足;自行车;划;冰雪体育;男/女/小孩的衣服;鞋类;旅行;交叉培训;书籍、地图;钓鱼;时间、工具及光学、最近瑞齿轮.
Online is composed of 3 key work groups: Web Development, Business Development, and the Online Category Merchandisers.网上共分三组主要工作:网站开发、业务发展、在线类买办. The Web Development team is responsible for the look and feel of the websites, as well as for functionality and features that enhance the customer experience.网站负责开发团队的网站外观、以及功能和特点,增强客户经验. This team is composed of a Creative team consisting of writers, editors, graphic designers, and production staff, and an Internet Technologies team consisting of developers, testers, and other related online technology positions.这个小组是由作家组成的创作队伍,编辑、平面设计师、制作人员、而因特网技术小组由商测验及其它相关网上技术岗位. Included in the Web Development team is our Product Information group, which is responsible for the thousands of web pages of product information that provide our customers with the details they need to make well-informed buying decisions.包括在Web开发团队是我们的产品资料组其中负责网页千产品信息,为客户提供他们的详情要灵通收购决定. The Online Business Development team manages placement of online advertisements, an online affiliates program, and search engine optimization, in addition to developing two other businesses: REI Adventures and REI's Corporate and Group sales.网上经营管理团队将开发网上广告、网上子公司纲领和搜索引擎优化除了发展两国其他业务:瑞和瑞冒险的企业集团和销售. The Online Category Merchandisers work closely with the REI Merchandising team and the Online Creative team to contribute to the growth and profitability of REI by maximizing Specialty Shop sales online and driving profitability as measured by gross margin for our online stores.上网类买办同瑞营销队伍和网上创意团队的贡献和盈利增长瑞尽量网上专卖店销售利润作为衡量和驾驶毛利为网上商店. V t E8E8W1t0i9P
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[b]Public Affairs公共事务 [/b]REI's Public Affairs department is responsible for promoting and enhancing REI's corporate image and reputation through prepared and positive public affairs efforts including proactive media relations, issues and crisis management, REI Gear and Apparel product publicity, community relations, environmental grants and stewardship, government affairs, and internal and external communications.瑞的公共事务部负责促进和提高瑞的企业形象和声誉,并积极准备通过公开积极努力,包括媒体关系事务中,问题和危机管理,瑞和服装产品宣传齿轮、社会关系、环保赠款和管理、政务、内外通信. This small department develops and executes campaigns to support REI's business goals, while providing executive leadership and all lines of business with strategic planning assistance and counsel.这个小处运动的发展和支持瑞执行业务目标,同时提供行政领导和各业务线战略规划与协助及辅导. Our work includes guiding REI's legislative involvement, providing publicity support and media counsel to all lines of business, administering the board of directors election process, administering REI's service project program, supporting retail special events, and executing internal and external corporate communications.瑞指导我们的工作,包括立法参与、提供支持和宣传媒介向所有律师行业务管理董事选举过程中,瑞管理公司的服务项目规划,配套零售特别活动企业内部和外部通信和执行. Although job openings are infrequent, successful candidates will be experienced professionals in their field, whether public relations, employee communications or administrative support.虽然上岗是生疏,考生必须成功经验的专业人才,其领域,不论是公共关系员工通讯或行政支援. rN rA |3e3C{;XQ
[b]Retail Administration零售管理 [/b]
Retail Administration provides company direction, develops the Retail Long- Range Divisional Plan and executes initiatives for future growth of stores and coordinates with other departments.零售管理公司提供的方向,零售业发展远程分区规划和执行措施,并为今后的成长商店与其他部门协调. There are 2 work groups within this department.这个工作组有2处. The Retail Operations team is responsible for training of REI's new stores, leveraging technology in our Retail stores, promoting online/retail synergies and helping coordinate cross-divisional growth strategies with Marketing and Merchandising.零售业务团队负责培训瑞新店、善用科技的零售商店,网上推广/零售协同和帮助协调跨部门的增长战略与营销和物流. Retail Business Development is focused on creating and leveraging new retail opportunities within our stores and with developing more efficient ways of running our retail business.零售商业发展着眼于创造和利用新机会的零售商店和更有效率的方式开发与经营我们的零售业务.
[b]Retail Stores Division零售店[/b]
Nearly 80% of all REI employees work at our retail stores nationwide.瑞都接近80%的零售商店雇员工作重点. Due to our steady growth and emphasis on promotion from within, the retail division is perhaps the best place to begin a career with REI!由于我们注重稳定增长和促进内、零售师或许最好的地方,开始了生涯瑞!
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Retail Hourly Positions$I-?;}"_ r.Ah_O
We seek customer-service-oriented individuals who are motivated by sales and who enjoy the outdoor products and services we sell.我们寻求客户服务为本鉴识动机和销售者的产品和服务享受户外求售. Typical positions include sales and cashier specialists, merchandise stockers and ski/bike technicians.典型的职务包括销售、出纳专家、滑雪、商品储存柜/自行车技术员. Full-time and part-time positions are available.专职和兼职职务的复本. We offer flexible schedules and potential for retail management opportunities throughout our stores nationwide.我们提供灵活的班次及零售管理潜力机会全国各地的商店. Key hiring periods typically occur in early spring and early fall.录用关键时期,通常发生在早春初秋.
[b]Retail Management零售管理 [/b]REI is always seeking talented individuals with management skills from other retailers to round out our management teams.瑞总是追求人才与管理技巧其他零售商进行全面的管理队伍. We know these individuals bring a wealth of retail experience, proven management skills and new ideas to help us remain competitive and grow even stronger as a company.我们知道这些人带来了丰富的零售经验行之有效的管理技术和新思路,帮助我们维持竞争力及发展得越来越好了. The majority of our Store Managers are promoted from within REI, but due to our continued growth, we are always looking for candidates to fill our entry- and mid-level retail management positions.大部分的商店经理都是从内部提拔瑞,但由于香港经济继续增长,我们总是寻找人选填补我国出入境中级零售管理岗位.
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General REI Store Information一般的资料储存瑞 m}3[oUwn V#|
Store size - Typically from 20,000 to 35,000 sq.大小商店-通常从两万到三万五千平方 ft.英尺 9{NC-K#^:Vr
Store organization - Arranged around 5 Specialty Shops supporting REI's core outdoor activities.商店组织安排专业商店周围5支瑞的核心户外活动. %Y!Re2c` a%P D
Management structure - Each store has 4 or 5 management team members.管理体制--每个商店管理有4或5个队员. ika4r Ij
Staff - Typical Staff size ranges from 50 - 80 employees per store.员工人数从典型员工1950年至1980年每店员工. Our Flagship stores have several hundred in staff.我们的旗舰店有数百员工. r2R sBI)wUp
New retail concepts - We're exploring a variety of new retail concepts, from our 100,000 sq.零售新概念--我们探索多种新的零售观念,从我们000平方 ft. Seattle Flagship store to more specialized smaller stores.英尺西雅图旗舰店更专门为小商店.
[b]Real-Estate房地产 [/b]b@/Z Gno
The Real Estate team is responsible for market research, site selection, purchase, design, construction and the remodeling of new and existing stores.房地产市场调查队负责,选址、采购、设计、建设和改造现有和新仓. Part of this work group is the REI Construction Shop , located in Renton, Wash. This team of employees builds fixtures for REI's stores.这个工作小组是部分施工瑞店位于顿、DC本队职工进行建物瑞的商店. Positions at the fixture shop open periodically for various levels of carpenter.夹具店开的位置,在各级定期木匠. e IOR c [(|
[b]Direct Sales/Call Center直销/呼叫中心 [/b]6fS5U Kt2K
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This division supports online and catalog customers via phone, e-mail or real-time messaging.这个师支持和网上目录顾客透过电话、电子邮件或实时短信. We have a state-of-the-art call center, integrated with today's e-mail management tools.我们拥有美国最先进的呼叫中心,结合当今电子邮件管理工具. We provide sales, service and product information in a customer-focused environment.我们提供销售、服务和产品信息,在以客为尊的环境. While we are always seeking qualified applicants for our call center, our major hiring is in the fall for preparation of the busy holiday season.尽管我们不断寻求合格的申请呼叫中心、我们主要是在秋季录用为节日准备的忙碌. &b+r4n&`|2l:F z U6bj
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[b]Distribution分销[/b]
Our state-of-the-art Distribution Center acts as a hub at which merchandise is received from vendors and then shipped to REI stores and Direct Sales customers.我国国有企业的最先进的配送中心为枢纽的行为而收到商品,然后运到瑞商直销店的顾客. Departments are responsible for: receiving merchandise from vendors; pricing merchandise; planning efficient warehouse storage; picking, packaging, and shipping orders for stores and Direct Sales customers; monitoring and resolving inventory discrepancies; and handling damaged or defective merchandise for return to vendors.部门负责:接收商品供应商;商品定价;规划仓储效率;采摘、包装、航运、直销店的顾客订单;监测和解决库存不符;处理商品损坏或损坏返回商贩. The DC does its own hiring for all part-time and full-time hourly positions.直流是否录用自己所有兼职及全职每小时阵地. Positions that open most frequently in the Distribution Center are receiving, marking, wrapping and shipping clerks.最频繁的阵地,公开接受配送中心、标识、包装和航运列席. Many of these positions are seasonal.许多这些阵地季节. In addition, we have staff involved in logistics planning at our headquarters (please see Merchandising).此外,我们已在我们的工作人员参与规划物流总部(请看商品). Recreational Equipment, Inc.（REI）是一家提供优质户外用具与服装的全国性零售商，该公司今天宣布它已经使用IBM的WebSphere平台将其电子商务应用标准化，为REI.com遍及全国的顾客提供了执行速度更快、功能更完善的在线商店。 h'P0h:h3G6LdL Ig
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转而使用IBM的WebSphere极大缩短了核心购物流程的时间。 它还为即将更紧密集成REI销售渠道的新功能奠定了基础，全力营造商店和电子商务之间全面的顾客体验。 (TH'V|6s&b O
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"REI之所以在电子商务和多渠道零售方面占据领导权，并具备创新精神，是由于它完全着眼于提供更完善的客户服务，顾客不管是在商店购物、网上购物还是通过电话订购都能享受到一致的顾客体验"，REI直销部副总裁Joan Broughton说， "这是一个意义重大的项目，体现了REI为顾客在Internet上提供服务的长期承诺"。
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REI计划在2003年利用该平台的功能实施广泛的新型顾客功能。这些新功能一出台，顾客就能看到更个性化的服务和信息，他们可以在在线商店和现实商店中随意选择购物方式，而且感受购物过程的方便快捷。 } \#W WJ xk#L ?
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"REI作为利用技术创建集成的多渠道零售解决方案的先驱而在业界声名远扬"，IBM全球零售业部门副总裁David Petiford说， "如果您随便向零售业的人士打听谁是集成的多渠道零售的倡导者，答案肯定都是REI。 现在他们已经拥有了迈向更高水平的技术基础"。
REI网站提供了与光顾REI商店类似的体验，店内训练有素的员工能够为顾客提供个性化的服务，帮助他们挑选适当的户外用具。 该网站包括45,000个页面，为顾客提供广泛的产品信息、比较图表和一系列的"详细指导"文章，从如何学习骑山地车到背包旅行的准备工作等等，内容非常全面。 Q La z"a X s
在REI的全部61个零售店中都设有多个咨询台，供顾客访问REI.com。 商店内的购物者通过每个咨询台都可以研究和订购这家户外零售商40,000种产品中的任何产品，然后店内送货人员就会把订购的产品送到顾客家中或顾客所在地的商店。 oPs+wYz`
"没有几家零售商能够比REI更透彻地领悟将在线运营与离线运营无缝集成的方法"，Robert Spector在自己的Anytime, Anywhere（无论何时何地）一书中说道： 最好的传统加电子企业如何向顾客提供无缝服务。 "REI.com不但在自身的销售方式上取得了成功，它还改善了REI的其它销售渠道"。
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在实施WebSphere平台之前，REI的电子商务基础设施是为内部编写的软件应用的混合体，这些应用来自多个不同的技术厂商。 在过去的一年中，由REI和IBM的成员组成的团队与IBM的开发实验室协同工作，致力于实施这一新技术。 :^8Q9I1X G?4D8t E,YS5G6r
这一新的解决方案跨越了IBM的硬件、软件和服务，包括WebSphere Application Server、WebSphere Commerce、WebSphere MQ Software和IBM pSeries。 中国的户外店离REI还远着,不仅是因为钱,更是因为环境,包括人文环境也包括自然环境.
就像现在中国的大片,有了钱,还是拍不出像样的. 能够借鉴的还是借鉴！磨刀吧！
呵呵，泡面精神可佳！
不厌其烦求教！事在人为！2L F0Q~gU3ISn1_
:handshake 子曾经曰过 不耻下问，我要作到无耻下问:lol 东方消费习惯不一定适合ＲＥＩ模式在亚太区的复制．中国的渠道之争在未来相当长的一段时间内还会是围绕着百货公司，专卖店等主战场来进行的9R m&rn6a b*\l'S
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ＲＥＩ败走日本就是佐证． 网络，不论是实体还是互联网都是形成网络销售。还有客户体验 [quote]原帖由 [i]老船[/i] 于 2007-3-9 18:08 发表
东方消费习惯不一定适合ＲＥＩ模式在亚太区的复制．中国的渠道之争在未来相当长的一段时间内还会是围绕着百货公司，专卖店等主战场来进行的-DWF"go
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ＲＥＩ败走日本就是佐证． [/quote]
那确实..... 努力:)
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