沈阳S灯饰城市场营销策略研究

发布时间：2018-02-14 00:13

本文关键词： 沈阳S灯饰城市场营销营销策略　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,全国各地的灯具市场建设可谓如雨后春笋般涌现,从马路经济到大卖场时代,卖场潮不断涌现,靠租金为调控杠杆。随着S灯饰城强势入驻沈阳,对于沈阳乃至东北地区的灯饰行业起到极大地促进作用,各大灯饰卖场的转型和升级逐步加快。从宏观环境来看,房地产限购政策执行的时间越发长久,对于灯具行业的伤害就越深；从市场发展规律来看,任何行业都会历经稀缺、快速发展、饱和、优胜劣汰、正常需求等过程；从经济环境来看,很多企业家资金外投,其极大地增加了消费者的生活成本。所谓“狭路相逢勇者胜”,如何圈定地盘,抢占市场?如何建设市场,强势突围?那么,灯饰卖场又将如何迎来下一个“兴奋点”?其变革是势在必行的。因此,如何能够从日益白热化的市场竞争中成功突围成为急需解决的问题,也是沈阳S灯饰城营销模式需要研究的课题。本文研究的重点是以沈阳S灯饰城为对象,从理论和实际两个方面深入探讨沈阳专业灯具市场的营销策略。本文首先介绍沈阳S灯饰城的基本情况及营销存在的问题,同时对宏观环境进行分析,并通过SWOT分析得出沈阳S灯饰城的机会与威胁,在市场细分的基础上进行合理准确定位。其次,以市场营销的基本理论为基础,进行综合分析,制定产品、价格、促销、服务的市场营销策略组合。最后根据沈阳S灯饰城的实际情况进行调整,以保证沈阳S灯饰城的营销策略能够有效的实施。希望通过本文的分析与研究,为沈阳S灯饰城在日益激烈的市场竞争中提供切实可行的营销策略,同时为沈阳地区其他专业灯具卖场提供有价值的参考。
[Abstract]:In recent years, the market construction of lamps and lanterns all over the country has sprung up like bamboo shoots. From the road economy to the era of big stores, the tide of stores is constantly emerging, relying on rent as the control lever. It has played a great role in promoting the lighting industry in Shenyang and even in the Northeast. The transformation and upgrading of the major lighting stores have been gradually accelerated. From the macro environment, the time for the implementation of the real estate purchase restriction policy is getting longer and longer. The more serious the harm to the lamp industry, the more serious the damage; from the market development law, any industry will go through the process of scarcity, rapid development, saturation, survival of the fittest, normal demand, etc. From the perspective of the economic environment, many entrepreneurs have invested their funds out of the country. It has greatly increased the cost of living of consumers. The so-called "meet the brave", how to delineate the site, seize the market? How to build the market, strong breakthrough? So, how will the lighting market ushered in the next "exciting point"? Therefore, how to successfully break through the increasingly fierce market competition has become an urgent problem. Is also the Shenyang S lighting city marketing model needs to be studied. The focus of this study is the Shenyang S lighting city as the object, This paper first introduces the basic situation of Shenyang S Lighting City and the problems existing in marketing, at the same time, analyzes the macro environment. And through SWOT analysis, the opportunity and threat of Shenyang S Lighting City are obtained, and the reasonable and accurate positioning is carried out on the basis of market segmentation. Secondly, based on the basic theory of marketing, comprehensive analysis is carried out, and products, prices and promotions are formulated. Finally, according to the actual situation of Shenyang S Lighting City, to make sure that the marketing strategy of Shenyang S Lighting City can be implemented effectively. It provides a practical marketing strategy for Shenyang S Lighting City in the increasingly fierce market competition, and provides valuable reference for other professional lamps and lighting stores in Shenyang area.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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