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MBA硕士毕业论文_大连商场市场营销案例研究DOC

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自上个世纪的九十年代后期,国内的传统零售业就已经开始呈现出下滑态势,至此 还没有彻底走出困境。就目前市场大环境而言,我国的传统百货零售业要摆脱困难,迎 接新世纪的挑战,必须进行战略上的调整和零售模式的大改革,寻找适合自己的定位才 是关键所在。今天,传统的大连商场因为同质化,商品的性价比比较低,专业服务能力 不足,顾客体验度差而面临非常大的挑战。 如今,传统百货零售业要想在新一轮的商业革命中取得胜利,需要在以下四个方面 进行重塑。首先,是客群的定位。传统的大连商场的零售形式单一,招商的品牌没有市 场竞争力,室内空间环境混乱,这样一来,在如今大型购物中心云集的大环境下,是无 法吸引年轻客群的,换来的也只能是中老年人这样一些购买力相对较弱的群体。其次, 传统百货零售商与品牌商采用联营共存的方式经营,或者说是几乎完全被品牌商代理商 所控制,失去了很大的自主权,依靠扣点挣来的利润也是岌岌可危的。再次,电子商务 的迅猛凸起,给传统百货这样的实体零售店带来了极大的冲击。最后,大连商场这种传 统百货商场被大型购物中心这一类集合了吃喝玩乐于一体的商场,注重顾客体验,经营 “情感”所冲击,失去了其原有的价值消费空间。 大连商场,作为中国传统百货零售业的领军企业,必须在这次商业革命中拿出自己 的差异化的战略模式。本文正是以这样一家传统百货老店大连商场为研究对象,采用案 例研究的方法进行研究,建立如何让商场成为真正零售方,以顾客体验为主,注重情感 交流,建立服务型、体验型、创新型的新商场。 关键词,零售业;传统百货;市场营销;顾客体验- II - Case Study on Marketing of Dalian Department Store Abstract Since the late 1990s, China's traditional department store retail industry has generally shown a trend of decline in benefits, so far has not completely escaped the predicament. In the current market environment, China's traditional department store retail industry must get rid of the difficulties and meet the challenges of the new century. It is necessary to carry out strategic adjustments and major reforms in the retail model. Finding the right position is the key. Today, traditional department stores are facing great challenges because of homogenization, low cost performance, lack of professional service capabilities, and poor customer experience. Nowadays, if the traditional department store retail industry wants to win in the new round of commercial revolution, it needs to be reshaped in the following four aspects. First of all, it is the positioning of the customer group. The traditional Dalian shopping mall has a single retail form. The brand of investment promotion has no market competitiveness, and the indoor space environment is chaotic. As a result, in today’s large shopping malls, it is impossible to attract young customers. Can be a relatively weak group of middle-aged and elderly people. Secondly, traditional department store retailers and brand owners operate in the form of joint venture coexistence,or are almost completely controlled by brand dealers, losing alot of autonomy, and the profits earned by deductions are also precarious. Once again, the rapid rise of e-commerce has brought great impact to physical retail stores such as traditional department stores. Finally, the traditional department store in Dalian Shopping Mall is a shopping mall that integrates eating, drinking and playing in a large shopping mall. It pays attention to the customer experience, impacts the “emotion” and loses its original value consumption space. Dalian Department Store, as a leading company in the traditional Chinese department store retail industry, must come up with its own differentiated strategic model in this commercial revolution. This article is based on such a traditional department store, Dalian Department Store, using case study methods to establish how to make shopping malls become real retailers, focusing on customer experience, focusing on emotional communication, to establish the service-oriented and experiential, Innovative new shopping mall. Key Words,Retail; Traditional Department Store; Marketing; Customer Experience- III - 目 录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1 绪论..............................................................................................................................1 1.1 研究背景...........................................................................................................1 1.2 研究意义和研究方法.......................................................................................2 1.2.1 研究意义................................................................................................2 1.2.2 研究方法................................................................................................2 1.3 研究内容与技术路线.......................................................................................3 1.3.1 研究内容................................................................................................3 1.3.2 技术路线................................................................................................3 2 案例正文......................................................................................................................4 2.1 企业简介...........................................................................................................4 2.1.1 大商集团简介........................................................................................4 2.1.2 大连商场简介........................................................................................5 2.1.3 大连商场在青泥洼桥商业圈的地位....................................................6 2.2 行业背景与营销环境简介...............................................................................7 2.2.1 零售业简介............................................................................................7 2.2.2 零售业态发展演进过程........................................................................9 2.2.3 大连商业的发展演进过程..................................................................10 2.2.4 大连商业圈简介及对比分析..............................................................11 2.3 案例描述.........................................................................................................12 2.3.1 要改革,先定位..................................................................................15 2.3.2 靠联营求生存,探索自营商品..........................................................15 2.3.3 电商环境下的实体商业......................................................................21 2.3.4 传统百货业转型之路..........................................................................22 3 案例分析....................................................................................................................25 3.1 相关理论综述.................................................................................................25 3.1.1 市场营销理论......................................................................................25 3.1.2 STP 理论..............................................................................................26 3.1.3 7Ps 营销策略理论...............................................................................30 3.1.4 客户关系管理理论..............................................................................32- IV - 3.2 问题分析.........................................................................................................33 3.2.1 早期的定位已不适应新的环境..........................................................33 3.2.2 销售模式陈旧且效率低下..................................................................34 3.2.3 电子商务带来的冲击..........................................................................35 3.2.4 顾客体验设计不合理..........................................................................37 3.2.5 从 4P 角度分析商场的问题................................................................38 4 解决方案....................................................................................................................41 4.1 根据市场定位制定营销策略.........................................................................41 4.1.1 目标区域的定位..................................................................................41 4.1.2 吸引年轻顾客群体..............................................................................41 4.1.3 制定合理的营销策略..........................................................................42 4.2 加速转型传统的经营模式.............................................................................42 4.2.1 四自经营..............................................................................................42 4.2.2 网络销售模式更新..............................................................................43 4.2.3 集多功能于一体..................................................................................44 4.3 充分利用互联网与大数据.............................................................................44 4.3.1 适应客户购物新模式..........................................................................44 4.3.2 建立商场网络模式..............................................................................44 4.3.3 构建线上线下管理的统一..................................................................45 4.3.4 对数据挖掘与分析结果进行回馈验证..............................................45 4.3.5 根据实时反馈及时调整策略完成优化..............................................45 4.4 建立服务与体验型新商场.............................................................................46 4.4.1 建立用户体验模式..............................................................................46 4.4.2 提供线上线下差异化购物体验..........................................................46 4.5 4P 优化策略....................................................................................................47 4.5.1 产品策略..............................................................................................47 4.5.2 价格策略..............................................................................................47 4.5.3 渠道策略..............................................................................................48 4.5.4 促销策略..............................................................................................48 结 论..........................................................................................................................50