JY百货公司的营销策略研究

发布时间：2018-10-12 20:38

【摘要】：市场是企业的命脉,离开了市场的企业是没有办法生存的。因此对于市场环境的研究以及及时发现企业在营销过程中出现的问题和机遇,向企业决策者提供准确、可靠、有效的信息,使其能做出正确的市场营销决策显得格外重要。而JY百货公司作为最早进入南京的大型综合性百货公司之一,完全商业控股,面对陆续入驻南京并形成规模化的商业综合体(万达、德基、沃尔玛、家乐福)等以及淘宝网、京东商城等电商行业的竞争,对其进行营销策略研究,将对南京百货行业的发展有着非常重要的意义。本文先从选题背景,选题意义为切入点,采用理论研究和问卷调查相结合的方法,综述了国内外各大型百货营销策略的研究理论和相关成果,奠定了理论研究的基础,再从市场营销的角度,针对JY百货公司的营销策略进行研究。通过对JY百货公司营销现状的介绍,对其客户及竞争对手进行分析,了解公司在营销过程中面临的新环境。JY百货公司自1996年成立以来,专注发展中高端时尚百货,销售业绩一直位于行业前列,更有过跻身全国百货业绩前十的辉煌。然而,在新的市场形势下,近几年公司业绩有所下滑,在可持续发展中遇到了瓶颈。本文在深入调研分析JY百货公司营销环境的基础之上,提出目前公司在市场营销过程中存在的问题：包括市场定位略有偏差；消费者体验不够丰富；网络渠道稍显狭窄；营销人才相对短缺等。针对存在的问题进行了深入的原因剖析,包括消费需求分类不够细致；市场价格体系不够完善；各类市场数据缺乏整合；员工薪酬体系不够健全等。针对JY百货市场营销中存在的问题及原因,提出针对性的营销策略：合理调整市场定位,实施差异化的定价,掌握客户需求信息,拓宽网络购物渠道,开拓崭新营销领域,优化现有激励制度等。
[Abstract]:The market is the lifeblood of the enterprise, the enterprise that left the market is unable to survive. Therefore, it is very important to study the market environment and find out the problems and opportunities that appear in the marketing process in time, to provide the decision makers with accurate, reliable and effective information, so that they can make the correct marketing decisions. As one of the first large and comprehensive department stores in Nanjing, JY department stores are fully commercially controlled, and in the face of large-scale commercial complexes (Wanda, Dekey, Wal-Mart, Carrefour) and Taobao, they have gradually entered Nanjing and formed a large-scale business complex, such as Wanda, Deci, Walmart, Carrefour, etc., as well as Taobao. The study on the marketing strategy of the e-commerce industry such as JingDong Mall will be of great significance to the development of Nanjing Department Store. This paper first from the background of the topic, the significance of the topic as a breakthrough point, using the method of theoretical research and questionnaire survey, summarized the domestic and foreign large department store marketing strategy research theory and related results, laid the foundation of theoretical research. From the point of view of marketing, the marketing strategy of JY department store is studied. By introducing the current marketing situation of JY department store, analyzing its customers and competitors, we can find out the new environment that the company faces in the marketing process. JY department store has been focusing on the development of high-end fashion department stores since its establishment in 1996. Sales performance has been in the forefront of the industry, but also into the top 10 of the national department sales brilliant. However, in the new market situation, the company's performance has declined in recent years, encountered a bottleneck in sustainable development. On the basis of in-depth investigation and analysis of the marketing environment of JY department stores, this paper points out the problems existing in the marketing process of the company: including the slight deviation of market positioning, the lack of rich consumer experience, the narrow network channels; The relative shortage of marketing talents and so on. In view of the existing problems, in-depth analysis of the reasons, including the classification of consumer demand is not enough detailed; market price system is not perfect; all kinds of market data lack of integration; employee compensation system is not perfect and so on. Aiming at the problems and reasons in the marketing of JY department store, the paper puts forward the corresponding marketing strategies: adjusting the market position reasonably, implementing the differential pricing, mastering the customer demand information, widening the network shopping channel, and opening up a new marketing field. Optimize the existing incentive system and so on.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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