SF户外促销策略有效性分析及优化策略研究

发布时间：2018-04-25 14:14

本文选题：促销策略 + 户外用品零售店　；参考：《华东理工大学》2014年硕士论文

【摘要】：户外运动是指以自然环境为场地,带有体验探险性质的体育活动。它起源于二百多年前的欧洲,于上世纪80年代末进入中国。近年来,随着我国户外用品行业的超高速增长,户外运动己经越来越受到人们的关注。在我国的户外用品零售业中,SF户外是领先品牌。它成立于1998年3月,从最初10多平米的一家小店,发展到现今遍布全国10个城市,33家精品户外零售店的规模。在坚持经营面积和年销售额大幅增长的同时,积极控制成本,保证企业利润率的稳定。而户外用品专营店、户外运动俱乐部和户外运动网站三位一体的经营模式,是SF保持领先的重要基础。论文首先介绍了选题的目的及意义,以SF户外为例,对4P理论、4C理论和顾客关系理论与促销相关的内容进行了简要叙述。而后,分析了SF在企业发展中的历程、现状及所面临的问题。随后进入论文主题,依据SF户外促销策略有效性调查,以会员的真实感受为基础,结合SF在销售产品时,针对不同会员采取不同促销手段,提出了促销对于SF门店提升销量的帮助和创新。以营销理论为工具,分析SF在销售服务中所遇到的问题,同时提出强化产品套装销售、加强会员之间的交流以产生更强归属感等促销策略。在促销效果最大化的前提下,增加SF户外的市场份额,巩固行业龙头老大位置。
[Abstract]:Outdoor sports refers to the physical activities with the nature of experience and adventure. It originated in Europe more than 200 years ago and entered China in the late 1980s. In recent years, with the rapid growth of outdoor products industry in China, outdoor sports have attracted more and more attention. SF Outdoor is a leading brand in our country's outdoor goods retail. Founded in March 1998, it has grown from a small shop of more than 10 square meters to the size of 33 boutique outdoor stores in 10 cities across the country. At the same time, we should actively control the cost and ensure the stability of the profit margin. The trinity of outdoor supplies stores, outdoor sports clubs and outdoor sports websites is an important foundation for SF to maintain its leading position. This paper first introduces the purpose and significance of the topic, taking SF outdoor as an example, briefly describes 4P theory 4C theory and customer relationship theory related to sales promotion. Then, the paper analyzes the history, current situation and problems of SF in enterprise development. Then enter into the theme of the paper, according to the effectiveness of SF outdoor promotion strategy investigation, based on the true feelings of the members, combined with SF in the sales of products, for different members to take different promotional measures, This paper puts forward the help and innovation of the promotion to the SF store to increase the sales volume. Using marketing theory as a tool, this paper analyzes the problems encountered by SF in sales service, and puts forward some promotion strategies, such as strengthening the sales of product set and strengthening the communication among members so as to create a stronger sense of belonging. Under the premise of maximizing the effect of promotion, increase SF outdoor market share and consolidate the leading position of the industry.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G895-F

【参考文献】