大商集团大庆新玛特乘风店营销策略研究

发布时间：2018-06-25 21:54

本文选题：大商集团新玛特乘风店 + 营销策略　；参考：《东北石油大学》2015年硕士论文

【摘要】：我国政府在1992年开始对我国零售业市场进行开放政策,在我国内地各大城市,开始出现外资零售企业。在市场经济机制的带动下,人们的购买力也在不断地见长,在消费市场,商品供应的质量、数量、款式以及售后服务等多个方面也在不断地改进,提供商品的规模也在不断地壮大,给我国零售商品市场的发展带来了巨大的挑战以及发展机遇。在网络高速发展的时期,网络商购以及其它电子商务正在不断地冲击着我国的零售行业。国内的一些大型零售集团在机遇和挑战面前,为了本集团的更好发展,不得不“另辟蹊径”,改变自己的营销策略。本文对大商集团大庆新玛特乘风店的基本情况以及它目前所面临的激烈挑战和机遇进行了不同程度的研究,然后加以分析,以图找出改变营销策略的“良计”。在研究时,搜集了国内外大量的资料(研究文献、问卷调查等),再结合大商集团在大庆新玛特乘风店的经营情况,为本文的主要研究对象大商集团大庆新玛特乘风店制定营销战略及一系列的营销组合策略。采用个案研究、文献研究等研究方法,综合运用SWOT和STP分析、7P营销策略等成熟营销理论以及一些营销前沿理论和观点,找出该商场营销策略中的不足,对新玛特乘风店的竞争状况、自身的营销策略等进行分析研究,从而帮助新玛特乘风店在整个营销过程中,找到适合自身发展的营销策略。论文综合中国零售市场的现状和市场环境,梳理相关营销理论,通过对新玛特乘风店的内、外部环境分析,采用SWOT和STP方法为新玛特乘风店设计销售战略方针和销售策略,并制定出保证新玛特乘风店销售策略顺利实施的措施。
[Abstract]:The government of our country began to open up the retail market in 1992, and foreign retail enterprises began to appear in the major cities in the interior of our country. Driven by the market economy mechanism, people's purchasing power is also constantly growing, and in the consumer market, the quality, quantity, style and after-sales service of the commodity supply are also constantly improving. The scale of providing commodities is also growing, which brings great challenges and opportunities to the development of retail commodity market in our country. In the period of rapid development of network, online shopping and other electronic commerce are constantly impacting the retail industry in China. In the face of opportunities and challenges, some large retail groups in China have to change their marketing strategies for the better development of the group. In this paper, the basic situation of Daqing Xinmaite store and the fierce challenges and opportunities it is facing are studied in different degrees, and then analyzed, in order to find out the "good plan" to change the marketing strategy. In the course of the study, we collected a large amount of information (research literature, questionnaire survey, etc.) at home and abroad, and then combined with the management situation of Dachang Group in Xinmaite Stores in Daqing. For the main research object of this paper, Daqing Xinmaite Stores, a series of marketing combination strategies. By using the methods of case study, literature research and so on, using SWOT and STP to analyze the mature marketing theory, as well as some advanced marketing theories and viewpoints, this paper finds out the shortcomings of the marketing strategy in this market. This paper analyzes and studies the competition situation and marketing strategy of Xinmaite Stores in order to help it find the marketing strategy suitable for its own development in the whole marketing process. This paper synthesizes the present situation and market environment of Chinese retail market, combs the related marketing theory, through the analysis of the inside and outside environment of Xinmaite Stores, uses SWOT and STP method to design the sales strategy and the sales strategy for Xinmaite Stores. The measures to ensure the smooth implementation of the sales strategy of the New Matte Stores are worked out.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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