上海天翼图书有限公司市场营销策略研究

发布时间：2018-04-21 16:21

本文选题：会员制营销 + 民营书店　；参考：《河北工业大学》2013年硕士论文

【摘要】：回顾30年中国企业的发展，可以看到借助市场开放和政策推动而成功的企业很多，这些企业能够把握机会并寻找自己的市场位置。然而随着科技的高速发展、外部经济环境的变幻莫测成为我们这个时代影响企业经营的关键因素。民营书店在历史的大背景下，从单一图书售卖到个性化的图书服务，从实体连锁店到网络售书。社会的不断发展，市场的竞争加剧，民营书店的经营者不得不寻找自己的生存之道。 TY图书有限公司的创立者通过对消费者需求的分析，确定了目标群体，将图书售卖与咨询服务相结合。通过专业的服务，帮助经理人节省时间、节省精力，提高阅读效率。在时间稀缺、知识爆炸的当今，有筛选的阅读是一种趋势，尤其对于综合素质和能力自我要求很高的经理人，TY图书正是顺应这种趋势抓住机遇在民营图书市场不是很景气的今天，能够一步一步扩大自己的市场份额，得到市场的认可。 TY图书有限公司在民营书店中极具代表性，采用的会员制的销售策略。本文运用SWOT分析法，对TY图书有限公司进行了分析。其内部优势体现在优秀的团队，广泛的购书渠道，差异化的营销方式，独具优势的连锁的商学院书店，；内部劣势主要为会员卡价位较高，一线人员的素质有待提高，“销售为王，业绩第一”带来的销售人员的恶性竞争；外部机遇主要包括国内良好经济环境，图书行业与管理培训业的良好前景及国内商学院的开设；外部威胁表现为网络书店的迅速发展及与TY图书有限公司完全类似企业的出现。会员制营销要求企业必须满足客户需求，体现客户价值。TY图书有限公司的会员制营销还没有发挥出应有的特色，存在着一些不足。针对公司的目前的营销现状，分析其在营销策略上存在的不足。在SWOT分析的基础上得出对其营销策略的改进建议。最后本文从7PS营销策略的几个个方面：产品策略，价格策略，，促销策略，人员及服务策略方面对TY图书有限公司的营销策略提出了具体的改进方案。
[Abstract]:Looking back on the development of Chinese enterprises over the past 30 years, we can see that many enterprises have been successful through market opening and policy promotion, and these enterprises have been able to seize the opportunity and seek their own market position. However, with the rapid development of science and technology, the unpredictable external economic environment has become a key factor affecting the management of enterprises. Under the background of history, private bookstores sell books from a single book to a personalized book service, from a chain store to a network. With the development of society and the intensification of market competition, the operators of private bookstores have to find their own way to survive. The founder of TY Books Co., Ltd., through the analysis of consumer needs, identified the target group and combined book sales with consulting services. Help managers save time, energy and reading efficiency through professional service. At a time when time is scarce and knowledge explodes, sifting reading is a trend. Especially for the managers with high self-requirement of comprehensive quality and ability, TY books can follow this trend and seize the opportunity. Today, when the private book market is not very prosperous, it can expand its market share step by step and get the recognition of the market. TY Books Co., Ltd. in private bookstores very representative, the use of membership sales strategy. This paper uses SWOT analysis to analyze TY Books Co., Ltd. Its internal advantages are reflected in excellent teams, extensive book-buying channels, differentiated marketing methods, unique advantages of chain business school bookstores, internal disadvantages are mainly membership card higher price, the quality of front-line personnel needs to be improved. "sales is king, performance first" brings the vicious competition of sales personnel, the external opportunity mainly includes the domestic good economic environment, the good prospect of the book industry and the management training industry and the opening of the domestic business school; The external threats are the rapid development of online bookstores and the emergence of similar enterprises with TY Books Co., Ltd. Membership marketing requires enterprises to meet the needs of customers. The membership marketing of customer value. TY Books Co., Ltd. has not yet played its due characteristics, there are some shortcomings. According to the current marketing situation of the company, the shortcomings of its marketing strategy are analyzed. On the basis of SWOT analysis, some suggestions for improving its marketing strategy are given. Finally, this paper puts forward the concrete improvement scheme of TY Books Co., Ltd from several aspects of 7PS marketing strategy: product strategy, price strategy, promotion strategy, personnel and service strategy.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G239.2-F

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