Carrefour entered the China market on 1995, and opened the largest supermarkets in Beijing and Shanghai at that time. Its business philosophy is to provide consumers with all kinds of consumer goods needed in daily life with low prices, high-quality customer service and comfortable shopping environment. Shopping malls implement a series of services such as self-service, free parking, ultra-low price and efficient shopping, and their advanced business concepts such as "Happy Shopping Carrefour" and "One-stop Shopping" are also favored by consumers. Advantages of 1. Carrefour 1 In terms of site selection, the intersection has become the first standard for Carrefour's site selection. Carrefour on Xi 'an Road is not only located at the crossroads, but also in a busy area with large passenger flow. Convenient and fast transportation is conducive to the logistics activities such as transportation and distribution in supermarkets, and it is also conducive to attracting more customers to visit the store, especially Carrefour has its own parking lot for customers to park. 2. In terms of humanized service, first, there are many checkout counters in Carrefour, which reduces the waiting time of customers. Moreover, if customers wait in line for a long time, they can ring the bell, and the supermarket will immediately increase its staff. Secondly, there is a price inquirer. When you don't know the price of a commodity, you can scan the price directly on the price inquiry machine. In addition, the supermarket also provides members with free water dispensers, food instructions, shuttle buses and other services. 3. In marketing (1), the daily low-price marketing strategy and low price have always been the magic weapon for Carrefour, and efforts have been made to control and reduce costs through various channels. Through large-scale, large-scale procurement, enjoying quantity discount is transformed into the company's low-cost advantage, and its distribution cost can be greatly reduced. (2) Festival promotion strategies usually take festivals as the theme, hold large-scale commodity promotion activities, and select some commodities for special prices to stimulate consumption. For example, on Mother's Day, Carrefour launched the Yili Jin Dian Mother's Day event, that is, buying any Yili Jin Dian, giving a flower and participating in the lucky draw. (3) Combination promotion strategy Combination products, such as combination shampoo and conditioner, are cheap and increase sales. 1 Curriculum Design of Shenyang Gong Li University 4. In terms of layout and display, first of all, the products are complete, and supermarkets also introduce imported goods, which gives consumers a broader choice and the possibility of "buying enough at once". Secondly, on the shelf, a series of products will be placed vertically, and the main products will be placed in the "golden zone". Supermarkets will also pay attention to the placement of related commodities, such as fruits and detergents. Supermarket shelves are high, goods are placed on the top, reducing inventory pressure. Furthermore, according to the characteristics of the product, using personalized trays, such as putting the fruit in a grooved tray, is not only beautiful, but also can prevent the fruit from being damaged by extrusion. Second, Carrefour's shortcomings and solutions 1. Environment (1) External environment 1) The sanitary environment at the entrance is relatively poor, which is detrimental to the corporate image. It is necessary to strengthen the cleanliness of the supermarket entrance. 2) The import and export instructions are not clear. It's troublesome to go in through the exit and go upstairs to get the trolley. To simplify the guide or add map descriptions, clear Import and Export. 3) The public facilities are not perfect, and there is no place for customers to rest. You can add a bench or rest area at the exit. (2) Internal environment 1) The light is too dark, giving people a very depressing feeling, and it is necessary to increase the lighting in some areas. 2) The temperature control is not good, and the temperature of the whole supermarket is consistent, regardless of the refrigerated temperature of the cooked food area. 2. The display (1) is chaotic. For example, vegetables are in a mess. They are all made in Japan, but they don't look fresh enough. Reducing the price of fresh goods in different periods to promote sales is very attractive and easy to cultivate loyal consumers. (2) Bulk seasoning is put together with Lycium barbarum and Tremella fuciformis, close to the bread area, regardless of the nature of the goods. Distribute goods that have a negative impact on the other party, pay attention to the attributes of the goods, and avoid cross-talk. (3) Some goods are displayed in an irregular way, and meat and seafood are directly sold naked, attracting some flying insects. It is necessary to display the goods according to their attributes, so as to ensure the quality of the goods, make them beautiful and stimulate customers' desire to buy. 3. In terms of management (1), it is necessary to improve the professional quality of employees, and the whole supermarket looks chaotic without sorting out and placing the goods in time. Train employees to improve work efficiency and establish a sense of responsibility. Through the principle of reward, we can improve the curriculum design and staff's enthusiasm of Shenyang Gong Li University. (2) The signs in the store are chaotic, and there are signs everywhere, which are not clear enough. Delete some signs and advertisements, which are concise and attractive. (3) price trap. There is a line of words "our shop is similar" on the low-priced card placed in the store, and sometimes even attract customers at low prices and settle accounts at high prices. (4) Brand crisis. Carrefour charges high admission fees from suppliers and demands the lowest price, which leads to quality problems such as "problem pork chops", fake LV bags and fake Maotai in Hangzhou, which directly affects Carrefour's reputation. Carrefour, as one of the top 500 retail enterprises in the world, has its unique advantages in its own procurement, sales and operation, but there are also some defects and deficiencies in its development in China, many of which are caused by the existing national and social conditions in China. 3?

Tesco is a supermarket chain brand founded by Taiwan Province Ding Xin International Group on 1997, which is famous for producing Master Kong instant noodles. In 2006, Tesco, the largest retailer in Britain, held the full name of Tesco. By 2008, Tesco had 58 hypermarkets in North China, Northeast China and South China. 1. Advantages of Tesco 1. The storefront is located in a superior position, adjacent to the bus station, which is convenient for customers to arrive. There are large shopping malls and schools around, which ensures a certain number of tourists. In addition, the operation of Wanhehui has increased the flow of people. The store is located at the crossroads on the traffic line, which is convenient for the entry and parking of distribution vehicles. 2. Environment (1) When the external environment enters Tesco, its wide space, bright lights, clear spatial layout, neat shelves and commodity arrangement improve the overall management level of the store and enable customers to start shopping with a happy mood. Wake up the destination signs and give full play to the guiding role. There is a special rest area for every customer. (2) Internal environment The Tesco store is spacious, and the space between the shelves and the roof is large, giving people a bright and spacious feeling. Leaving a wide enough aisle for customers to pass through can effectively disperse the flow of people during the peak business hours. The cashier has a regret shopping desk, the exit has a member points exchange office and a shopping cart for children, which embodies the service concept of Lebu. 3. Effective use of marketing promotion (1) Tesco stores can play a role as much as possible in a limited space. For example, in the food area on the first floor, the space in the aisle between the first and second magnet areas can be effectively combined, and the bulk goods can be displayed in rows by pushing the head. The huge and eye-catching low-price label on it attracts customers' attention, stimulates their desire to buy and promotes sales. (2) Shelves near the shelf life For the goods near the shelf life, separate shelves are set up to sell the goods near the shelf life at low prices, which not only meets the processing needs of enterprises for such goods, but also meets the purchasing needs of some consumers. Sticking the logo of the recent food reflects the good moral quality of the enterprise. Course Design of Shenyang Gong Li University (3) Tesco, with its own products and brands, including household department stores, personal beauty cosmetics, beverage retail, groceries, kitchen utensils and fresh vegetables and fruits, has won the favor of consumers through its simplicity, generosity, low cost and guaranteed quality and fashion. (4) Membership card system: Members can regularly exchange points for cash coupons or commodities. As a member, customers can also buy special products exclusive to members and get special issues of members for free. The more you care about members' customers, the more loyal they are. The member shuttle bus line almost covers the development zone, attracting customers from a long distance and occupying a greater advantage in its market share in the development zone. (5) The products are displayed in piles, highlighted, themed and hung, and the cashier line is displayed reasonably. Put related products on the same shelf, which is convenient for customers to take and increase sales. (6) Discounted goods are promoted irregularly for a short time, which stimulates consumers' purchasing psychology, increases customers' expectation of discounted goods and increases the number of customers' visits to the store. 4. Facilities, equipment and temperature control facilities are complete and widely used, ensuring the quality that needs to be preserved at low temperature; POP billboards combined with shelves form an effective use of inventory space; The design of elevator single crossing is reasonable, which slows down the speed, reduces the sense of congestion and increases the time for customers to stay around the goods. There are many warehouses, corresponding to the characteristics of goods on the surrounding shelves, so as to replenish goods and improve efficiency. Second, the shortcomings and solutions of Tesco 1. The layout (1) has a large cold sales area. A large area of private brand clothing was set up at the entrance of Tesco store. Because the price of this product is higher and the style is not as novel as other shops around, there are not many buyers. It is suggested that this area can be reduced to place hot-selling goods or promotional goods. (2) The hot spots are too concentrated and the distribution is unreasonable. There are sales areas for hot-selling products such as bread, fruits and vegetables at the elevator entrances and exits of shops and supermarkets. There is always a cosmetics area promoted by the sales staff of commercial manufacturers and a book area for people to stay for a long time. When there are too many people, the elevator entrance is blocked and the personnel can't clear it in time. Hot-selling goods and general goods can be placed at a fork, which can disperse the flow of people and make customers have to look at other goods when buying hot-selling goods, thus increasing the sales opportunities of general goods. 5 Shenyang Gong Li University Curriculum Design II. Products and prices (1) Products are wide, shallow and expensive. Tesco's products are various and comprehensive, but the depth is not enough to meet the individual needs of customers. For example, Tesco's foreign food types and levels are not as good as Wal-Mart's. The price of some goods in Tesco is on the high side, and the price is the competitive advantage of supermarkets. For many consumers, Tesco's commodity prices often become a complaint factor. Through the analysis of the collected data, it is concluded that the purchasing mode of Tesco (headquartered in Shanghai) is centralized purchasing and decentralized purchasing, and the distribution mode is self-operated distribution and direct delivery by suppliers. In view of this phenomenon, we can set up larger DCs in South China, Northeast China and North China according to Tesco's strategic plan in China, so as to shorten the service radius of each DC and accelerate the response ability of DC. You can also use fast and effective operation methods such as cross-supply to improve distribution efficiency and reduce distribution costs, so as to reflect the reduced costs in the price of final products and really benefit consumers. (2) Discount commodity settlement Discount commodity settlement is calculated at the original price, and the extra part is deducted at the final settlement. Because there is no direct display of price reduction, customers often ask questions, and cashiers must explain them one by one, which reduces the efficiency of cashier and increases the waiting time of other customers. Tesco's personnel in charge of price change management should input the price change information into the background information system in time, and the cashier can directly display the changed price by scanning the code, which is convenient for calculation, eliminates customers' doubts and establishes a good reputation image of the enterprise. Jinma store in Tesco Development Zone has a considerable advantage in space because of its relatively low land price, which makes the store feel spacious and comfortable to customers as a whole, but the lack of commodity types has become its biggest shortcoming.