哈尔滨新一百营销策略研究

发布时间：2018-03-10 04:40

本文选题：微利时代　切入点：促销疲软　出处：《哈尔滨工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，我国零售业发展迅速，成为国民经济的重要组成部分。但随着竞争的日趋白热化，在经济增速下滑和电商崛起的双重夹击下，零售行业已经走向微利时代。如何在激烈的市场竞争中争得更多的市场份额，让企业再次步入良性轨道并立于不败之地，将是所有从商者亟须解决的问题。哈尔滨市同等定位的店铺有十余家，普遍存在市场定位相近、商品异曲同工、营销活动无新意、盲目“跟风”等现象，使哈市整体商业市场呈现促销疲软态势。本文首先简要评价了国内外研究现状，，并分别从企业简介、产品特点、楼层分布等方面具体阐述了新一百营销现状，重点分析新一百的营销结构、产品结构、产品价格以及产品促销等，同时列出新一百开业至今销售额，并主要针对2013年的几档大型促销活动进行了细致的对比分析。此外，对企业的政治、经济、文化、技术环境进行简要分析，基于企业的竞争对手、消费客户采用SWOT分析法对店铺进行全方位、多角度的剖析，并从产品、价格、促销、渠道四个方面指出哈尔滨新一百营销所面临的问题。针对企业营销存在的问题，制定了新的产品策略、价格策略、促销策略以及沟通策略，包括积极转变营销理念，构建新的营销组织机构，建立严格的管理制度以及培训、考核、激励等相关环节。商业营销将步入精准营销时代，精确的市场定位、准确的营销策略将收获意想不到的营销效果。新一百营销策略的转变势必为企业注入新鲜血液，对其“一站式”消费的营销模式及同等店铺的营销发展将起到指导性意义。
[Abstract]:In recent years, China's retail industry has developed rapidly and become an important part of the national economy. The retail industry has entered the era of micro-profit. How to win more market share in the fierce market competition and make the enterprise enter the benign track and remain invincible again will be the urgent problem that all the merchants should solve. There are more than a dozen shops with the same positioning in Harbin. There are many phenomena such as similar market positioning, similar commodities, no new marketing activities, blind "following the wind" and so on. This paper first briefly evaluates the domestic and foreign research situation, and elaborates the new 100 marketing situation from the aspects of enterprise profile, product characteristics, floor distribution and so on. This paper mainly analyzes the marketing structure, product structure, product price and product promotion of the new 100, and lists the sales of the new 100 so far, and makes a detailed comparison and analysis of several large-scale sales promotion activities in 2013. This paper briefly analyzes the political, economic, cultural and technological environment of the enterprise. Based on the competitors of the enterprise, the consumer adopts the SWOT analysis method to analyze the shop from all directions and from many angles, and from the product, the price, the promotion, Aiming at the problems existing in the marketing of Harbin New 100, the author formulates new product strategy, price strategy, promotion strategy and communication strategy, including the positive change of marketing concept. Build new marketing organization, establish strict management system, training, examination, incentive and other related links. Commercial marketing will step into the era of precision marketing, accurate market positioning, accurate marketing strategy will reap unexpected marketing results. The new 100 marketing strategy transformation is bound to inject fresh blood for enterprises, It will play a guiding role in its "one-stop" consumption marketing mode and the marketing development of the same shops.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.2

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