区域流通企业连锁营销创新模式探析

发布时间：2018-01-22 07:58

本文关键词： 区域流通业连锁经营营销模式创新策略　出处：《商业经济研究》2017年01期 　论文类型：期刊论文

【摘要】：连锁经营作为国内外企业广泛采用的一种重要市场营销模式,其无论是在企业营销活动开展方面,还是在企业自身发展方面,都有着举足轻重的作用。然而,近年来随着市场环境的变化—网络经济的迅猛发展,使得传统连锁经营模式出现与当前市场经济环境不相适应的情况,这在一定程度上阻碍了连锁企业的进一步发展。此外,区域流通业作为促进区域经济发展的主要产业形式,是区域经济增长的关键部分。基于此,本文主要对区域流通企业连锁营销创新模式进行相应分析。首先对营销模式的概念及主要类型进行简要阐述;然后,通过分析我国连锁企业的发展现状、区域流通企业连锁营销模式现存问题及区域流通企业连锁营销创新模式的优势三大方面,得出了区域流通企业连锁营销模式创新的必要性;最后,在此基础上对区域流通企业连锁营销模式创新提出相关建议及策略,以实现区域连锁流通企业规模经济最大化,进一步提升企业竞争优势,并最终促进区域经济协调发展。
[Abstract]:Chain operation, as an important marketing model widely used by domestic and foreign enterprises, plays an important role in both the development of enterprise marketing activities and the development of enterprises. In recent years, with the change of the market environment and the rapid development of the network economy, the traditional chain operation mode is not suitable for the current market economy environment. In addition, as the main industrial form to promote the development of regional economy, regional circulation industry is the key part of regional economic growth. This paper mainly analyzes the innovation mode of chain marketing in regional circulation enterprises. Firstly, the concept and main types of marketing model are briefly described. Then, through the analysis of the current situation of the development of China's chain enterprises, the existing problems of regional circulation enterprises chain marketing model and the advantages of regional circulation enterprises chain marketing innovation model. The necessity of innovation of chain marketing mode of regional circulation enterprises is obtained. Finally, on this basis, the regional circulation enterprises chain marketing model innovation put forward relevant suggestions and strategies to achieve regional chain distribution enterprises to maximize economies of scale, further enhance the competitive advantage of enterprises. And finally promote the coordinated development of regional economy.
【作者单位】：内蒙古机电职业技术学院财务处;
【分类号】：F274
【正文快照】： 引言在电子商务迅速发展、竞争程度不断加剧的时代背景下,区域连锁流通企业核心竞争力的提升与企业自身的营销方向、营销理念及营销手段等方面有着密切关系。换言之,即企业连锁营销模式的制定及实施对连锁流通企业的发展起重要作用,甚至成为拉动区域经济快速发展的有力工具。

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