本課程是以零售管理的重要與相關理論為課程基礎，以新近零售無店面商店管理場域的理論與實例討論進行課堂補充。整學期授課內容涵蓋零售基本概念、新零售4.0、新智慧零售環境、數位行銷與服務創新等、OTO營銷模式(online to offline)、新智慧零售設施與工具、零售規劃技巧、零售機構之管理、零售之行銷組合及零售之應用等，讓修課學生能進行系統性與最核心概念之理解。

This course is based on the important and relevant theories of retail management, and is supplemented by discussions of theories and examples of recent retail storeless store management fields. The courses taught throughout the semester cover basic retail concepts, new retail 4.0, new smart retail environment, digital marketing and service innovation, OTO marketing model (online to offline), new smart retail facilities and tools, retail planning skills, management of retail organizations, retail marketing mix and retail applications, etc., allowing students to systematically understand and understand the core concepts.

本課程主要目的在介紹零售管理之基本觀念、零售策略與規劃、商店管理、執行、商品管理及行銷組合。

The main purpose of this course is to introduce the basic concepts of retail management, retail strategy and planning, store management, execution, merchandise management and marketing mix.

許英傑(2024)著 零售管理概論與實務 滄海書局印行

Introduction and Practice of Retail Management by Xu Yingjie (2024) Published by Canghai Bookstore