互联网环境下HT轮胎店营销组合策略研究

发布时间：2018-03-04 17:40

本文选题：实体零售店　切入点：营销组合策略　出处：《安徽财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：实体零售店和我们每个人的生活息息相关,其现状和发展直接影响着人们的消费需求,但近年来,网络零售业的高速发展很大程度上影响了实体零售店,再加之经济增速放缓,消费需求下降,实体零售业面临多重压力。网络零售增长迅速,实体零售业绩下滑,互联网经济在改善商业效率的同时也让实体零售店苦不堪言。与此同时,实体零售企业也在积极寻找应对之路,实体零售店究竟如何在互联网经济下寻求发展,这既是本文研究的中心问题,也是本文中的案例HT轮胎店亟待解决的难题。本文首先借鉴国内外理论的研究成果,其中主要的理论支撑是STP理论和4P营销组合策略,STP理论是战略营销的核心,指的是市场细分(Segmentation)、目标市场选择(Targeting)和市场定位(Positioning)。4P理论指的是产品(Product)、价格(Price)、渠道(Place)和促销(Promotion),这既是企业在实际营销活动中的指导,也是本文制定HT轮胎店营销策略的基础。其次,本文对案例背景进行了描述,即在全球经济形势不景气的情况下,我国的互联网产业显示出蓬勃生机,互联网经济发展迅速,成为我国经济发展的新兴驱动力。自2010年突破4万亿元以来,中国电子商务交易额每年以人民币2万亿元左右的增幅增长,成为拉动国民经济增长的重要动力和引擎。然而这大大冲击了实体零售业,实体零售店近几年来更是迎来了关门潮。在这种情势下,国家也在努力推进互联网和传统产业融合,提出了“互联网+”的计划,在背景描述的最后介绍了我国小车轮胎市场的现状,尤其是小车轮胎网络零售的情况。再者,在案例背景的基础上,本文对案例对象-HT轮胎店进行了分析,先是对营销现状和存在问题的分析,接着提出了解决问题的策略,即通过中高级车主的目标市场选择和线上线下综合的服务差别化战略,制定了HT轮胎店的4P营销组合策略,并介绍了策略的实施情况,包括实施手段、实施效果和实施保障。最后,得出本文的结论,即企业在进行互联网的升级变革中,要注重体验优势、线上渠道分销、O2O和自媒体这四个方面,并结合案例从HT实体轮胎店、小车轮胎行业和实体零售店三个方面提出了管理建议。
[Abstract]:Physical retail stores are closely related to the lives of each of us, and their current situation and development directly affect people's consumer demand. However, in recent years, the rapid development of online retailing has greatly affected physical retail stores, and the economic growth rate has slowed down. Consumer demand is falling, real retail is under so much pressure. Online retailing is growing fast, real retail results are falling, and the Internet economy is making real retail stores miserable while improving business efficiency. The real retail enterprises are also actively looking for the way to deal with it. How to seek the development of the physical retail stores under the Internet economy is the central problem of this paper. It is also a difficult problem to be solved in the case of HT tire shop in this paper. Firstly, this paper draws lessons from the research results of domestic and foreign theories. The main theoretical support is the STP theory and 4P marketing combination strategy, which is the core of strategic marketing. It refers to market segmentation, target market selection (target market selection) and market positioning Positioning.4P theory, which refers to product product, price tag, place) and promotion promotion. This is not only the guidance of the enterprise in actual marketing activities, but also the basis for this paper to formulate the marketing strategy of HT tire store. Secondly, In this paper, the case background is described, that is, in the global economic downturn, the Internet industry in China shows great vitality, and the Internet economy is developing rapidly. It has become a new driving force for China's economic development. Since 2010, when the value of e-commerce transactions exceeded 4 trillion yuan, the volume of e-commerce transactions in China has increased by about 2 trillion yuan per year. It has become an important driving force and engine for the growth of the national economy. However, this has greatly impacted the real retail industry, and in recent years it has seen a wave of closures. In this situation, the country is also working hard to promote the integration of the Internet and traditional industries. This paper puts forward the plan of "Internet", at the end of the background description, it introduces the current situation of the car tire market in China, especially the situation of the network retailing of the small car tire. Furthermore, on the basis of the case background, This paper analyzes the case of -HT tire shop, first analyzes the current marketing situation and existing problems, and then puts forward the strategy to solve the problem, that is, through the choice of target market for middle and advanced vehicle owners and the strategy of service differentiation between on-line and offline. The 4P marketing combination strategy of HT tire shop is established, and the implementation situation of the strategy is introduced, including the implementation means, the implementation effect and the implementation guarantee. Finally, the conclusion of this paper is drawn, that is, the enterprise is carrying on the Internet upgrade reform. It is necessary to pay attention to experience advantage, online distribution of O2O and self-media, and put forward management suggestions from three aspects of HT physical tire shop, car tire industry and physical retail store combined with cases.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721

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