广州天河城百货商场营销策略研究

发布时间：2018-07-29 15:16

【摘要】：天河城百货是国内首个MALL,1996年开业至今都是华南地区人气最旺的百货商场,被誉为“中国第一商城”,集购物、游览、美食、娱乐、休闲、商务、广告、信息、展览、康体等多功能于一体,在广州开创了一种全新的消费概念,把广州的商业发展提高到一个新水平。日平均客流量达到30万人次,节假日客流量最高可达81万人次,影响己波及全省乃至全国,使之成为广州现代商业的标志,成为市民和旅游宾客购物观光休闲的首选场所,成为有关部门和新闻媒体研究的对象,成为同行赶超的目标。本文从宏观和微观两方面对天河城百货公司的竞争环境予以分析,运用波特“五力”模型对天河城百货在行业内部企业竞争、与供应商的议价能力、潜在的新竞争者、潜在替代产品的开发、消费者议价能力等方面的竞争能力进行分析,显示天河城百货具有很强的竞争优势。同时通过对其"SWOT"分析,明确列出该公司目前的优势、劣势、机会以及威胁,显示该公司的经营管理有待进一步改善。就此,本文运用“4C、4P”、顾客忠诚度、消费者行为、整合营销、品牌权益等理论为天河城百货制定了相应的营销策略,包括产品策略、价格策略、顾客策略、促销策略、广告策略、网络营销策略等等,保证天河城百货商场以顾客为核心,专注于顾客需求,为顾客提供适合的、有价格竞争力的、高品质的商品和人性化的服务,力争在激烈的竞争中继续保持现有的龙头地位。针对做出的营销策略内容,本文还制定了相关的措施和制度来保证措施的顺利有效实施,包括周密的市场调研、各项管理制度的建立和执行、组织架构的建立、成本控制、风险预测、应急预案等。经过详细的分析和策划,我们认为,天河城百货是具有竞争力的,但是后市的竞争将会无比激烈,天河城百货不能总吃山空、停滞不前,必须忧患意识强烈,适时调整、勇往直前,否则逆水行舟、不进则退。
[Abstract]:Tianhe City Department Store is the first Mall in China. Since its opening in 1996, it has been the most popular department store in South China. It is known as the "first Mall of China", which includes shopping, sightseeing, food, entertainment, leisure, business, advertising, information, exhibition, etc. Recreation and sports and other multi-functional in one, in Guangzhou has created a new concept of consumption, the commercial development of Guangzhou to a new level. The daily average passenger flow reaches 300000 person-times, and the maximum passenger flow on holidays can reach 810000 person-times, which has affected the whole province and even the whole country, making it a symbol of modern commerce in Guangzhou and the first choice for shopping, sightseeing and leisure of citizens and tourist guests. Become the research object of relevant departments and news media, become the target of peer catching up. This paper analyzes the competitive environment of Tianhecheng Department Store from macro and micro aspects, and uses Porter's "five Force" model to analyze the competition between Tianhecheng Department Store and its suppliers and potential new competitors. The development of potential alternative products and the bargaining power of consumers are analyzed, which shows that Tianhecheng Department Store has a strong competitive advantage. At the same time through its "SWOT" analysis, clearly listed the company's current strengths, weaknesses, opportunities and threats, indicating that the company's management needs to be further improved. Therefore, using the theories of "4CX 4P", customer loyalty, consumer behavior, integrated marketing, brand equity and so on, this paper formulates corresponding marketing strategies for Tianhecheng Department Store, including product strategy, price strategy, customer strategy, promotion strategy, etc. Advertising strategy, network marketing strategy and so on, to ensure that Tianhe City Department Store takes the customer as the core, focuses on the customer's demand, and provides the customer with suitable, price competitive, high quality goods and humanized service. Strive to maintain the current leading position in the fierce competition. According to the content of marketing strategy, this paper also makes relevant measures and systems to ensure the smooth and effective implementation of the measures, including careful market research, the establishment and implementation of various management systems, the establishment of organizational structure, cost control, Risk prediction, contingency plan, etc. After detailed analysis and planning, we believe that Tianhe City Department Store is competitive, but the competition in the future market will be extremely fierce. Tianhe City Department Store cannot always eat empty mountains, stand still, we must have a strong sense of distress and adjust it in due time. Go forward bravely, otherwise go against the current boat, do not advance or retreat.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F721

【参考文献】