MYKAL女装营销策略研究

发布时间：2018-05-09 12:20

本文选题：百货零售业 + 营销策略　；参考：《大连理工大学》2013年硕士论文

【摘要】：近年来,随着金州新区经济的快速发展,人们的收入水平逐年攀升,消费能力也随之不断提高,这一变化不仅为当地零售业带来了新的发展机遇,同时也对零售业提出了更加严峻的考验。基于以上背景,本文以MYKAL女装为研究对象,对MYKAL女装的营销策略进行系统的、详细的分析。 MYKAL开发区店位于金州新区的CBD核心商圈,于2005年正式营业,是麦凯乐连锁集团的第三家店铺,与MYKAL大连总店一脉相承。目前,金州新区百货零售业竞争日趋激烈,现有的市场份额不断被分割,使得以“价格取胜”成为盛行,而随着销售微利时代的到来,MYKAL女装需要制定合理、有效的营销策略,以增强整体的竞争实力。本文共分为五章。第一章是绪论,介绍了本文的研究背景、研究目的和意义。第二章是MYKAL女装的内外部环境分析。通过宏观环境、行业环境及内部能力分析,对MYKAL女装进行深入的分析。第三章是MYKAL女装的STP分析,将现有市场进行细分,再对选择了的目标市场进行市场定位。第四章是MYKAL女装的营销组合策略,通过前文全面、细致的分析,运用4Ps理论从品牌、价格、店面、促销、服务五个方面得出MYKAL女装的营销组合策略。第五章是结论,对本文的阐述进行总结。
[Abstract]:In recent years, with the rapid economic development of Jinzhou New District, people's income level is rising year by year, and the consumption ability is also increasing. This change has not only brought new development opportunities for the local retailing industry. At the same time, the retail industry has put forward a more severe test. Based on the above background, this paper takes MYKAL women's wear as the research object, carries on the systematic, detailed analysis to the MYKAL women's clothing marketing strategy. MYKAL Development Zone, located in the CBD core business district of Jinzhou New District, was officially opened in 2005. It is the third store of the McKeller chain and is in line with the MYKAL Dalian General Store. At present, the competition of department stores in Jinzhou New District is becoming more and more fierce, and the existing market share has been continuously divided, which makes "winning by price" popular, and with the arrival of the era of small profit in sales, MYKAL women's wear needs to formulate reasonable and effective marketing strategies. To enhance the overall competitive strength. This paper is divided into five chapters. The first chapter is the introduction, which introduces the research background, purpose and significance of this paper. The second chapter is the internal and external environment analysis of MYKAL women's wear. Through macro environment, industry environment and internal ability analysis, MYKAL women's wear in-depth analysis. The third chapter is the STP analysis of MYKAL women's wear, subdividing the existing market and positioning the selected target market. The fourth chapter is the marketing combination strategy of MYKAL women's wear, through the comprehensive and detailed analysis above, using the 4Ps theory from the brand, price, store, promotion, service five aspects of MYKAL women's marketing mix strategy. The fifth chapter is the conclusion, carries on the summary to the article elaboration.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】