瑞士信贷：美国零售行业研究报告2009年9月

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Table of Contents
Executive Summary 3
Background 5
Just When Retail Has Gone National . . . 5
. . . Fracturing of National Media Industry Has Accelerated 5
The Interdependence Between Media and Retail 6
Reaching a Tipping Point for Retailers? 8
Push-Button Publishing and the Evolving Media Landscape 8
Newspapers: Enduring a Near Perfect Secular Storm 9
Magazines: Structurally More Sound, but Not a Retail Media Replacement 11
Challenges Ahead, but TV Still the Advertising Heavyweight 12
Behavioral and Attitudinal Data Illustrate Age Divide 13
Direct Mail Becoming More Costly 15
Online Media Increasing Its Market Share, But Fragmenting Its Audience 15
Retailers’ Dilemma 17
How Has the Retail Industry Responded? 18
Viral Marketing 18
Loyalty Programs 18
In-Store TV Networks 18
Others 18
Online Media 19
Social Media—The New Word of Mouth 20
Social Shopping the Future? 21
Mobile Media 21
Investment Implications 22
Retailers 22
Advertising Agencies 23
Appendix 29
Broadline Retailers’ Social Media Web Sites 30
Broadline Retail: Advertising Spending (10K) 35
Broadline Retail: Advertising Spending (TNS Data) 36

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关键词：行业研究报告 研究报告 瑞士信贷 零售行业 行业研究 美国 研究报告 行业 信贷 瑞士