山东YZ集团运营战略研究

发布时间：2018-05-04 22:05

本文选题：山东YZ集团 + SWOT分析法　；参考：《山东理工大学》2015年硕士论文

【摘要】：山东YZ集团是以零售业为主要经营业态的企业。自成立以来,YZ集团在本省行业内一直处于领先地位。目前,YZ集团的经营业态正逐步由过去的单一式向多种业态组合形式发展,在数量上也呈爆发式增长。但相对西方发达国家的同类企业来说,YZ集团及国内同类企业还存在很大的滞后,比如如何准确确定目标群体、如何进行差异化竞争、如何通过营销分析以实现品牌化运营等。近年来,在宏观经济形势进一步下行、反腐新政影响进一步加深、行业内竞争进一步加剧、电商冲击进一步加大等因素的影响下,山东YZ集团要进一步运用市场营销组合规划集团的运营战略,在尽可能多地占据本地区大众市场的同时,坚持高端定位与开发大众市场并举。本文以YZ集团的运营战略为研究对象,运用SWOT分析法从研究YZ集团的竞争优势、劣势、机遇、威胁出发,分析其如何在激烈的竞争中立于不败之地:首先,通过深入研究YZ集团的宏微观经济环境,了解目标消费群体的潜在需求,从而对山东YZ集团的发展过程和今后的发展趋势做出一个理论性的总结;其次,深入剖析YZ集团企业现有的运营战略,以此确立并为其他同类企业提供理论依据。山东YZ集团要进一步运用市场营销组合规划集团的运营战略,在尽可能多地占据本地区大众市场的同时,坚持高端定位与开发大众市场并举:注重产品差异化,聚焦核心业务发展,维持购物中心销售优势;增加体验性项目、提升优势业态的消费忠诚度;整合新兴商业模式推进电子商务交易平台;开发引进餐饮和功能性项目,实现业态升级。深化营销多元化,加强品牌核心价值传播,服务升级,开展数据精准营销和服务创新优化,营销渠道多元化,加强体验互动活动与网络传播平台,异业联盟、共享资源、延展营销传播平台载体。渠道聚焦化,坚持精耕细作东部市场、区域层次优先组合,坚持密集连片开发、重点突破,坚持精确渠道定位,差异化定向招商策略,坚持聚焦渠道生态重塑下的高效消费变革。通过改革发展模式、创新经营模式,使山东YZ集团适应外部环境的不断变化,增强集团迎接挑战、应对竞争的能力,真正实现山东YZ集团有质量、有效益式的发展,保持住集团在山东省零售业的领先地位。
[Abstract]:Shandong YZ Group is a retail business as the main business enterprise. Since the establishment of YZ Group in the province has been in the leading position in the industry. At present, the business form of YZ Group is gradually developing from the single form to the combination form, and the quantity of the group is also increasing explosively. However, compared with the similar enterprises in the western developed countries, there is still a great lag between YZ Group and domestic similar enterprises, such as how to determine the target group accurately, how to carry out the differentiated competition, how to carry out the brand operation through marketing analysis, and so on. In recent years, under the influence of the further downward trend of the macroeconomic situation, the further deepening of the impact of the New Anti-Corruption Policy, the further intensification of competition in the industry, and the further intensification of the impact of e-commerce, Shandong YZ Group should further use the marketing mix planning group's operation strategy, while occupying the local mass market as much as possible, adhere to the high-end positioning and the development of the mass market at the same time. This paper takes the operation strategy of YZ Group as the research object, uses SWOT analysis method to study the competitive advantages, disadvantages, opportunities and threats of YZ Group, and analyzes how YZ Group stands in an invincible position in the fierce competition: first of all, Through the in-depth study of the macro and micro economic environment of YZ Group, we can understand the potential needs of the target consumer groups, thus making a theoretical summary of the development process and future development trend of Shandong YZ Group. Secondly, This paper deeply analyzes the existing operation strategy of YZ Group, and establishes and provides theoretical basis for other similar enterprises. Shandong YZ Group should further use the marketing mix planning group's operation strategy, while occupying the local mass market as much as possible, adhere to the high-end positioning and development of the mass market: pay attention to product differentiation, Focus on the development of core business, maintain the shopping center sales advantages; increase the experience of projects, enhance the consumption loyalty of advantage business; integrate the emerging business model to promote e-commerce trading platform; develop and introduce catering and functional projects, Realize the upgrade of the business form. Deepen marketing diversification, strengthen brand core value dissemination, service upgrade, data precision marketing and service innovation optimization, marketing channel diversification, strengthen experience interactive activities and network communication platform, different industry alliance, share resources, Extend the carrier of marketing communication platform. Focus on the channel, adhere to intensive cultivation of the eastern market, priority combination at the regional level, adhere to intensive development, key breakthrough, adhere to accurate channel positioning, differentiation and directed investment strategy, Adhere to the focus on the ecological reconstruction of channels under the high-efficiency consumption reform. By reforming the development model and innovating the management mode, the Shandong YZ Group can adapt to the changing external environment, strengthen its ability to meet the challenges and cope with the competition, and realize the quality and benefit development of the Shandong YZ Group. To maintain the Group's leading position in the retail industry in Shandong Province.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F724.2

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