DY商场营销策略研究

发布时间：2018-05-18 11:19

本文选题：DY商场 + 营销策略　；参考：《长春理工大学》2017年硕士论文

【摘要】：随着市场经济的发展,我国国民消费观念在不断地发生转变,逐渐寻求能够满足更高层次需求的商品与服务,这也推动着我国零售行业的转型升级。大型传统零售业发展呈现平缓甚至微负增长趋势,平均销售毛利下滑成为“新常态”。这种现象的出现从宏观上来说,是由于零售业态的多元化、同质化以及电商快速发展带来的冲击;从微观上来说,是由于百货商场自身未能有针对性地制定可行、有效的营销策略。本文主体内容安排如下:第一章介绍写作背景、研究目的及意义并且进行相关文献的归纳与总结;第二章介绍相关理论,包括五力模型理论与营销组合理论;第三章,分析商场的营销现状与存在的问题:首先是DY商场简介,然后从市场定位与4P角度分析DY商场营销策略现状,最后基于顾客满意度调查问卷和与商场工作人员的访谈发现DY商场营销存在的问题与不足;第四章是DY商场营销环境分析,利用PEST模型与五力模型分析外部环境,然后从企业精神、组织结构与企业资源三个角度分析DY商场内部环境;第五章是商场营销策略改进探究,通过对第三章从顾客和工作人员角度得到的问题和对内外部营销环境进行分析,得出营销改进策略;第六章给出了便于商场营销组合策略更好实施的保障措施。希望本文提出的意见与保障措施可以对DY商场提升营销业绩,获得持续的竞争优势有一定的借鉴意义。
[Abstract]:With the development of market economy, the concept of national consumption in our country is constantly changing, and gradually looking for goods and services that can meet the higher demand, which also promotes the transformation and upgrading of China's retail industry. The development of large traditional retail industry showed a moderate or even slightly negative growth trend, with average gross sales margins falling into the "new normal." From the macro point of view, this phenomenon is due to the impact of the diversification, homogenization and rapid development of e-commerce in retail business; microscopically, it is because the department store itself has not been able to work out the feasibility in a targeted way. Effective marketing strategy. The main contents of this paper are as follows: the first chapter introduces the writing background, the purpose and significance of the study, and summarizes the relevant literature; the second chapter introduces the relevant theories, including the five forces model theory and marketing combination theory; the third chapter, This paper analyzes the current situation and existing problems of marketing: first, the brief introduction of DY shopping mall, then from the perspective of market orientation and 4P, analyzes the current situation of marketing strategy of DY mall. Finally, based on the questionnaire of customer satisfaction and interviews with store staff, we find the problems and shortcomings of DY shopping mall marketing. Chapter four is the analysis of DY shopping mall marketing environment, using PEST model and five-force model to analyze the external environment. Then from the enterprise spirit, the organization structure and the enterprise resources three angles analysis DY shopping mall internal environment; the fifth chapter is the shopping mall marketing strategy improvement research, Through the analysis of the third chapter from the perspective of customers and staff as well as the internal and external marketing environment, the marketing improvement strategy is obtained. The sixth chapter gives the guarantee measures to facilitate the better implementation of the marketing mix strategy. It is hoped that the suggestions and safeguard measures proposed in this paper can be used for reference for DY shopping malls to enhance their marketing performance and obtain sustainable competitive advantages.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

【参考文献】