电子商务环境下传统零售百货企业营销战略研究

发布时间：2018-05-10 23:23

本文选题：传统零售百货业 + 营销战略　；参考：《改革与战略》2017年04期

【摘要】：传统零售百货投入的高级生产要素较少、对消费者缺乏精准定位、与上游企业的合作方式雷同、对科技的应用过于缓慢,这些是电商背景下传统零售百货业陷入发展困境的主要原因。文章认为,应通过重新定位百货业零售企业、突出商品策略、优化商品种类与结构选择以转变传统零售百货总体战略,实施差异化与成本领先战略,采取正确的促销策略,提升服务水平和体验感受,不断完善传统零售百货业的营销战略。
[Abstract]:Traditional retail department stores have less advanced factors of production, lack of accurate positioning for consumers, similar to the way upstream enterprises work together, and slow application of science and technology. These are the main reasons why traditional retail department stores fall into trouble under the background of e-commerce. The article holds that we should reposition department stores, highlight commodity strategies, optimize the choice of commodity types and structures to change the general strategy of traditional retail department stores, implement differentiation and cost leading strategies, and adopt correct promotion strategies. Improve the level of service and experience, constantly improve the traditional retail department store marketing strategy.
【作者单位】：云南经济管理学院;
【分类号】：F274;F721

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