传统零售业营销变革研究

发布时间：2018-01-17 01:14

本文关键词：传统零售业营销变革研究　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网、新技术推动的新消费时代的到来,传统零售企业的营销手段亟待改革,创新与营销变革成为当前企业向前发展的必然选择。为此,本文在文献回顾的基础上,分析了传统零售业面临的挑战和营销变革的动因,总结出传统零售业营销变革的内在动因包括传统零售行业利润下滑,业态经营问题突出,零售行业竞争激烈等问题。而其外部动因中,消费者的因素是核心,包括消费习惯和方式、消费主力群体、消费需求方面的变化,加之新技术的快速发展等促使营销变革势在必行。基于此,本文选取了具有代表性的4家传统零售企业,在收集大量二手资料和进行实地访谈的基础上,运用多案例研究法和扎根理论,进行深入的分析和研究,探索得出传统零售业营销变革成功的关键要素。即引领需求的自主创新、拥抱新技术的贴心服务、互动性的营销传播、强烈的企业公民意识和坚定不移的自有品牌发展。
[Abstract]:With the advent of the Internet and the new consumption era promoted by the new technology, the marketing means of the traditional retail enterprises need to be reformed urgently. Innovation and marketing reform become the inevitable choice for the current enterprises to develop forward. On the basis of literature review, this paper analyzes the challenges faced by the traditional retail industry and the motivation of the marketing reform, and concludes that the intrinsic motivation of the traditional retail marketing reform includes the decline of the profits of the traditional retail industry. Among the external factors, the consumers' factors are the core, including the consumption habits and ways, the main consumer groups, and the changes in consumer demand. In addition, the rapid development of new technology makes marketing reform imperative. Based on this, this paper selects four representative traditional retail enterprises, on the basis of collecting a large number of second-hand information and field interviews. Using multi-case study and rooted theory, in-depth analysis and research, to explore the traditional retail marketing reform success of the key elements, that is, leading the demand of independent innovation, embrace the new technology of intimate service. Interactive marketing communication, strong corporate citizenship and unswerving private brand development.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.2;F274

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