单一价格点零售商的营销战略研究

发布时间：2018-01-07 06:22

  本文关键词：单一价格点零售商的营销战略研究　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

  更多相关文章： 单一价格点零售 营销战略 4P营销组合

【摘要】：本文对现代市场营销的主要理论和工具做了总结,阐述了市场营销学的产生及其运用在市场中的重要地位。将单一价格点零售商作为研究对象,并选取日本DAISO公司作为实际案例原型来进行研究,运用PEST分析模型研究了DAISO公司的宏观营销环境；用波特五力模型分析了DAISO公司所处的行业环境；用SWOT模型分析了DAISO公司的竞争优劣势；用STP战略分析模型及4P营销组合模型分析了DAISO公司的战略定位及市场营销战略。通过研究发现,单一价格点零售商店的出现主要是满足消费者对商品价格的低价诉求,将商品价格统一定为一个较低的市场价格点从而将消费者对商品价格的关注转为对商品本身的关注,再以丰富的商品种类来吸引大量顾客。为了满足低价,企业采取在全国甚至全球各个国家大量开连锁门店的方法来尽可能扩张分销渠道以达到快速分销的目的,并以大量分销的优势向中国等人力成本低廉的制造工厂进行一次性大量订货从而获得成本优势,在文章最后作者就单一价格的零售经营模式给出了发展建议及总结。
[Abstract]:Based on the modern marketing theories and tools are summarized, elaborated the emergence of marketing and its application in an important position in the market. The single price point retailer as the research object, and selects the Japanese DAISO company as an example to study the use of prototype, PEST analysis model of the DAISO company's macro marketing environment Potter; five forces model to analyze DAISO company's industry environment; use the SWOT model to analyze the competitive strengths and weaknesses of DAISO company; marketing mix model and 4P model to analyze the company DAISO's strategic positioning and marketing strategy with STP strategy analysis. It is found that the single price point of retail stores is mainly to meet the consumers low demands on commodity prices, commodity prices will be unified to a relatively low market price point which will focus on the consumer goods price Turn on the commodity itself attention, with a rich variety of goods to attract a lot of customers. In order to meet the price, enterprises take in method of national and even global each country a large number of open chain stores as much as possible to expand distribution channels to achieve rapid distribution to manufacturing plants and to a large number of distribution advantages to low labor costs China etc. the one-time large orders to obtain cost advantages, summed up in the end of this single price of the retail business model is given and development proposals.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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本文编号：1391353