长春欧亚卖场营销策略研究

发布时间：2018-01-28 02:48

本文关键词： 长春欧亚卖场服务营销营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国商业的飞速发展,我国以百货业为主导的商业模式在近百年时代的不断改革与变迁中不断完善与成长,行之有效的营销策略为推动商业的发展和进步在每个阶段性的发展历程中都起着至关重要的作用。我国进入WTO以后,外资商业百货大批涌入中国市场,它们以先进的管理理念、行之有效的营销策略抢占着国内市场份额,我国百货行业面临着从传统百货观念向现代百货理念调整和转变。随着经济的持续发展,消费者可支配收入持续增加,伴随着百姓购买力的不断提升,人们在购物需求上已经不仅仅是为了追求日常生活基本需要得到满足,更注重生活品质的提升。这种趋势带动了市场商业结构的不断升级,消费者的需求日益多样化,从而卖场一站式崭新的购物模式应运而生。首先,本文通过分析长春欧亚卖场营销现状和所处的宏观环境和微观环境,并利用SWOT分析工具进行详细分析。从SWOT分析结果来看,长春欧亚卖场具有强大的品牌优势,这也为长春欧亚卖场成功实施品牌战略提供了保障。其次,本文根据消费者和商家等变量为欧亚卖场进行了目标市场细分,目标市场选择和目标市场定位。再次,本文根据服务营销等基础理论的合理运用,为长春欧亚卖场制定了行之有效的营销策略。最后,本文分别从企业文化、人力资源体系和资金三个方面,为长春欧亚卖场制定了营销保障措施。为长春欧亚卖场在商业领域进一步发展,加大市场占有率、拓展全国商业市场打下坚实的基础。研究结果表明:(1)品牌日趋同质化是限制百货企业发展的最大瓶颈,企业只有根据自身发展状况打造独有品牌,增强营销活动创新意识才能在激烈的市场竞争中提升消费者对企业的忠诚度。(2)一个商场的品牌层次很重要,它代表着企业在行业市场中的地位,消费者更喜欢选择拥有更多国际顶尖奢侈品牌和国内外优质品牌的综合型商场去购物。(3)消费者在购物期间对产品和服务的满意度及动线产生的疲劳度要求很高。百货企业进行产品布局,优化购物环境,制定有效的营销动线,建立完善的服务体系,增强服务营销创新意识,在VIP会员办理和客户管理上彰显顾客地位,拓展会员增值服务才能更好地迎合市场需求。(4)互联网商业时代,消费者更习惯通过互联网平台和外界进行沟通。百货企业不仅要做好电子商务平台,同时涉足O2O网络营销模式,打通线上线下营销渠道,提升线上渠道微信、微博等电商宣传效果及经营能力和线下渠道实体店优势有效互补,助推着互联网时代商业的发展。由此,本文从服务营销理念出发,通过优化及扩充企业产品线、采用迎合市场的价格策略、规划合理有效的营销动线、打造优质贴心的购物环境、打通互联网O2O营销渠道、增强营销活动的创新意识、建立完善的服务营销体系等七个方面,为长春欧亚卖场在商业领域进一步发展,加大市场占有率,拓展全国商业市场提出了营销建议。
[Abstract]:With the rapid development of Chinese business, China's department store industry as the leading commercial pattern in the reform of nearly a hundred years age and changes in continuous improvement and development, effective marketing strategies in the course of development in each stage plays an important role to promote the development and advancement of business in our country in the future. Enter the WTO, the influx of foreign commercial department China market, their advanced management concept, effective marketing strategy to seize the domestic market share, China's retail industry is facing from the traditional department to modern department store concept concept and transform. With the continuous development of the economy, consumer disposable income continued to increase, with people's purchasing power the rise, people in the shopping needs is not only to the pursuit of everyday basic needs are met, pay more attention to the improvement of the quality of life. This trend with The escalating market business structure, consumer demand increasingly diversified, which stores a one-stop shopping mode came into being new. Firstly, through the analysis of Changchun Eurasia store marketing situation and the macro environment and micro environment, and the use of SWOT analysis tools are analyzed in detail. The analysis results from SWOT, Changchun Eurasian the stores have a strong brand, which also Changchun Eurasian stores the successful implementation of brand strategy to provide a guarantee. Secondly, the target market segments according to consumers and businesses and other variables for the Eurasian stores, target market selection and market positioning. Thirdly, according to the reasonable application of the service marketing theory, established the effective a marketing strategy for the Changchun Eurasian stores. Finally, this paper from the three aspects of corporate culture, human resources system and funds, to sell Changchun Eurasia Field marketing measures. For the further development of Changchun Eurasian stores in the commercial sector, increase market share, expand the business market and lay a solid foundation. The results show that: (1) brand homogenization is the biggest bottleneck of the Department of enterprise development, the enterprise only according to their own situation to create a unique brand, enhance marketing active innovation consciousness can enhance consumer loyalty to the enterprise in the fierce competition in the market. (2) a mall brand level is very important, it represents the status of enterprises in the industry in the market, consumers love choose integrated market has more top international luxury brand and international brand of high quality (3 to go shopping. Consumer satisfaction) and circulation of products and services in the shopping during fatigue is very high. The Department enterprise product layout, optimize the shopping environment, develop effective The marketing line, establish and improve the service system, strengthen the service consciousness of marketing innovation, highlighting the customer status in VIP membership management and customer management, to expand the membership of value-added services in order to better meet the market demand. (4) the Internet era, consumers are more accustomed to communicate through the Internet platform and the outside world. Not only do the electronic stores at the same time involved in the O2O business platform, network marketing model, through online and offline marketing channels, improve the online channel of WeChat, micro-blog and other electricity providers publicity and management ability and the channel line store effective complementary, boost the development of business in the Internet era. Therefore, this article from the service marketing concept, through the optimization and expansion of enterprise products the line to meet the market price strategy, planning reasonable and effective marketing line, create high-quality intimate shopping environment, through the Internet O2O marketing channels, increase Seven aspects, such as the innovative consciousness of strong marketing activities, the establishment of a perfect service marketing system, and so on, put forward marketing suggestions for further development of Changchun Eurasian stores in the commercial field, increasing market share and expanding the national commercial market.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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