门店运营实务

随着服务业的兴起，门店购物已成为现代人快节奏生活的方式之一。作为门店的员工，
*化地满足顾客的需求是其价值的体现。因此，学习如何有效地进行门店运营，更好地
满足顾客的需求，对门店员工来说是非常重要的。
门店运营是理论与实操并重的一门课程。根据职业教育课程改革的思路与职业学校人
才培养目标的要求，职业院校开设门店运营课程，必须做到重过程、重实践、重能力，使
职业能力对接职业岗位，教学标准对接职业标准，尽力满足职业院校学生的需要。因此，
编者在总结多年教学实践经验的基础上，充分吸收“项目化课程开发”和“典型工作任务
导向”的职业教育教学改革成果，按照“适度、够用”的原则，对教材内容进行了基于门
店工作流程的整合编写，目的是通过学习门店运营所涉及的各个项目使学生得到系统性的
强化训练，确保学生在学完具体项目后能够掌握门店运营所需要的知识，具备日后成为店
长所需要的综合能力。
本教材具备以下特点。
1．教材体系贴近岗位工作实际
本教材充分体现了“工学结合、任务驱动、项目导向”的教学理念，以门店运营的职
业岗位要求的工作任务和职业能力分析为依据，按照门店运营的流程组织内容，整合成
8 个相互关联的项目，做到了项目内容项目化、项目实施任务化、任务落实情景化，教材
体例严谨、逻辑清晰。
2．教学内容简练易懂
区别于传统门店运营教材提供过多的理论性内容，本教材在编写上针对职业院校学生
的学习特点，对内容进行了优化，用*简练的文字阐述*核心的概念，运用大量的图片和
表格替代大段的文字描述，突出*实用、*操作性的内容，增加了学习的趣味性，并易
于学生理解。
3．学习方式创新展现
本教材融入“互联网 ”思维，为一些核心的、操作性强的重要知识点配置了10 余个
微课，以二维码的形式加以展现。通过采用线上和线下相结合的学习方式，学生可充分利
用智能手机等信息化教学手段，提升学习兴趣，提高学习效率。
4．教学素材新颖丰富
本教材采用*的文献资料、数据、案例、图片等教学素材，紧贴时代发展脉搏，注
重内容的新颖性，以保持本教材的生命力。
5．知识层面拓宽深入
针对职业院校学生的知识结构特点，本教材增加了知识链接栏目，旨在使学生能够利
用课余时间，学习更多相关知识，从而提高其专业素养。
本书的编写人员均为教学一线教师，由佛山市陈登职业技术学校曾洁贤、高翠英担任
主编，其中曾洁贤负责全书架构的搭建和统稿。佛山市陈登职业技术学校艾丹、李庆振，
珠海市*中等职业学校章诗颖担任副主编。全书具体编写分工为：项目一由冯莉莉、高
翠英编写，项目二由高翠英、李思泳、吴建平、马舒琴、李庆振编写，项目三由李庆振、
高翠英、艾丹、曾洁贤编写，项目四由艾丹编写，项目五由章诗颖编写，项目六由黎肖凤、
丁文玉编写，项目七由张路秀 、叶维芳编写，项目八由官志恒、梁绮雯编写。
由于编者水平有限，本书难免存在不足和疏漏之处，敬请广大读者批评指正。
编 者

本教材共8 个项目23 个任务，内容包括门店零售业态与职业岗位角色认知、门店创办准备、门店日常作业管理、门店促销管理、顾客管理、人事管理、财务管理、安全管理。本教材中的各项目和任务均按照由简单到复杂、由单一到综合的逻辑关系编排，基本涵盖门店运营实践中经常用到的知识，充分体现了“工学结合、任务驱动”的教学理念，着重培养学生的职业岗位实践能力。另外，本教材为部分重点、难点知识配备了精美的微课，把“互联网 ”思维融入到教材中，以二维码的形式加以展现，采用线上和线下相结合的教学方式，使学生可充分利用智能手机等信息化学习手段，激发学习兴趣，提高学习效率，是一本有趣的、实用的、操作性强的理实一体化教材。本教材配有教学资料包，有需要的教师可以登录华信教育资源网（www.hxedu.com.cn）免费下载。本教材适合作为职业院校市场营销及相关专业教材，也可供相关从业者作为参考用书。

连续8年承担《市场营销》、《销售策划》、《企业经营与管理》、《商务谈判》等专业课程教学工作.长期担任一线教学工作。曾主编过市场营销专业相关多本教材。

项目一 门店零售业态与职业岗位角色认知························································.1 
任务1 认识门店业态················································································.1 
任务2 门店职业岗位角色认知···································································.9 
项目实训··································································································17 
项目检测··································································································17 
项目导航··································································································19 
项目评价··································································································19 
项目二 门店创办准备····················································································21 
任务3 门店投资分析················································································21 
任务4 门店选址······················································································27 
任务5 门店命名······················································································33 
任务6 门店注册······················································································39 
任务7 门店整体设计················································································43 
项目实训··································································································52 
项目检测··································································································55 
项目导航··································································································58 
项目评价··································································································58 
项目三 门店日常作业管理··············································································60 
任务8 进存货作业···················································································60 
任务9 商品标价作业················································································68 
任务10 商品陈列作业··············································································73 
任务11 商品理货作业··············································································87 
任务12 商品盘点作业··············································································94 
任务13 收银作业·················································································.102 
项目实训·······························································································.109 
项目检测·······························································································.111 
项目导航·······························································································.116 
项目评价·······························································································.116 
项目四 门店促销管理·················································································.118 
任务14 门店促销策划···········································································.118 
任务15 促销活动实施与评估··································································.128 
项目实训·······························································································.132 
项目检测·······························································································.132 
项目导航·······························································································.134 
项目评价·······························································································.134 
项目五 顾客管理·······················································································.136 
任务16 顾客接待服务···········································································.136 
任务17 顾客投诉处理···········································································.145 
项目实训·······························································································.154 
项目检测·······························································································.155 
项目导航·······························································································.157 
项目