8090零售连锁门店营销策划案例研究

发布时间：2018-01-12 09:24

本文关键词：8090零售连锁门店营销策划案例研究　出处：《云南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着近几年经济的快速发展,人们对除生活必需品外的零食类消费品需求日益旺盛；市场上陆续出现了良品铺子、厨师、优之良品、中国零食网等零食连锁门店。消费者也从刚开始对零食连锁门店的趋之若鹜转变到逐渐有选择性的理性消费。因此,市场竞争日益加剧。同时,互联网的日益发达,零食网上购物的随意性、便利性、尝新性使得线下零食连锁门店的压力越来越大。如何能在竞争日益白热化的零食市场占据一席之地?如何在纷繁错宗的零食市场独树一帜就成了本文想要探讨研究的方向。在本案例的正文中叙述了8090零食连锁门店的基本概况：介绍了8090零食连锁门店成立的背景,公司的运营状况,经营模式,销售成绩以及前几年取得的一些成就；但近两年来频繁出现问题导致业绩一路下滑。在案例中通过对8090零食连锁门店整体的诊断：8090品牌的形象、产品及渠道三个方面的诊断,与市场上有影响力的零食连锁品牌进行对比,再经过对整个市场的研判来分析出8090零食连锁门店发展受限的症结所在。在对案例进行综合全面分析的基础上,运用市场营销知识,对8090零食连锁门店的整体提升提出了合理化的建议。在案例结论中,通过对8090零食连锁门店的整体形象提升、品牌重新定位,门店内部视觉营销的构建,使得整个门店焕然一新,销量有了大幅度的提升。由于整个市场环境的变化,8090零食连锁门店应对措施不及时,产品结构需要调整,管理问题也由于人员流失日益突出,8090整体的问题仍然需要很长一段时间来消化解决。
[Abstract]:With the rapid development of economy in recent years, the demand for snacks consumer goods, besides the necessities of life, is increasingly strong. In the market, there have been good shops, cooks, excellent products. Snack chain stores such as China Snack Network. Consumers have also moved from a rush to a more selective and rational consumption. As a result, market competition is increasing. At the same time. With the development of the Internet, the randomness, convenience and novelty of online snack shopping make the pressure of offline snack chain more and more intense. How can we take a place in the increasingly competitive snack market? How to be unique in the numerous and wrong snack market has become the research direction of this paper. In the text of this case, the basic situation of the 8090 snack chain store is described. The background of the establishment of 8090 snack chain store was introduced. The company's operating situation, business model, sales results and some achievements made in previous years; But in the past two years, frequent problems have led to a decline in performance. In the case of the 8090 snack chain stores as a whole through the diagnosis of the image of the brand, products and channels of the diagnosis of three aspects. Compare it with influential snack chain brands in the market. Through the study of the entire market to analyze the 8090 snack chain store development constraints in the crux of the case on the basis of comprehensive analysis of the use of marketing knowledge. In the conclusion of the case, through the promotion of the overall image of the 8090 snack chain store, brand re-positioning. The construction of internal visual marketing makes the whole store look new and the sales volume has been greatly improved. Because of the change of the whole market environment, the response measures of the 8090 snack chain store are not in time. The product structure needs to be adjusted, and the management problem is still needed to be solved for a long time due to the increasing staff loss and the overall problem of the 8090.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274

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