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硕士毕业论文_零售背景下GM公司江西分公司营销策略优化研究

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新零售一词是马云在 2016 年 10 月的云栖大会中提出的,“纯电子商务的时 代即将结束,未来十年、二十年,线上、线下和物流必须结合在一起, 才能是未 来新零售的方向。”新零售概念很快引起广泛的关注和讨论。新零售为传统零售 和传统电商指明了新的转型发展方向。新零售强调利用大数据、云技术等,以“人” 为 核心实现产品、服务、渠道的融合发展,最终是为了更好的服务消费者。新零 售不是一种新的经营业态,而是更广泛意义上的发展策略,这种策略涉及到整个 经营模式和经营理 念的转变。在整个行业转型升级的大背景下,传统零售业如何 以新零售为突破口,顺势而为,寻找发展空间继而获得持续利润增长也迫在眉睫。 本文以 GM 公司江西分公司为研 究案例,在对新零售概念、理论研究现状、 实践案例进行研究总结的基础上,运用文献研究法、现场调研法、访谈法和案例 分析法等深入调研 GM 公司江西分公司营销策略实施 现状和存在的问题,基于市 场营销理论和 SWOT 分析法,以新零售思维优化企业的产品策略、价格策略、渠 道策略和促销策略。研究发现,GM 公司江西分公司的营销策略存在产 品同质化、 低价困境、渠道割裂和促销创新不足等问题。同时结合 SWOT 分析法,发现企业 虽然有着经济、技术、政策支撑的外部发展机遇,但是也面临了激烈的外部竞争 和利 润压力,同样也面临着企业利润不断降低、促销创新不足等劣势。 基于上述研究,本文运用市场营销理论,在对目标市场进行定位的基础上, 将新零售思维融入到营销策略的优 化中,提出通过品牌策略、差异化产品布局策 略、新产品发布策略以及售后服务策略等优化产品策略;通过并购、渠道合作以 及全渠道融合策略,在拓宽产品销售范围同时,实 现线上和线下渠道的融合,优 化渠道策略;通过实施同品同价和异品异价,优化价格策略和通过主题活动打造、 全域营销以及公共关系促销,不断的提高品牌的知名度和营销力 ,刺激消费者购 物需求,获得更多的效益的,优化促销策略等建议。 本文对 GM 公司江西分公司在新零售背景下营销策略优化进行研究,切中时 代热点问题,具有一定创新性和 理论与实践价值,提出的对策建议将为助推 GM 公司江西分公司向新零售转型提供有益参考,对其它零售行业的区域分部在具体 地区经营时的营销策略也有一定的选择借鉴作用。 关键词: 新零售;营销策略优化;线上线下融合;GM 公司江西分公司工商管理硕士专业学位论文 II Abstract The term ntail was proposed by Jack Ma at the Yunqi Conference in October 2016. "The era of pure e-commerce is coming to an end. In the next ten or two decades, online, offline, and logistics must be combined in order to be The direction of new retail in the future. "The new retail concept quickly attracted widespread attention and discussion. New retail has pointed out a new transformation and development direction for traditional retail and traditional e-commerce. New retail emphasizes the use of big data, cloud technology, etc., with "people" as the core to achieve the integrated development of products, services, and channels, in order to better serve consumers. New retail is not a new business format, but a development strategy in a broader sense, which involves a change in the entire business model and business philosophy. In the context of the entire industry's transformation and upgrading, how the traditional retail industry takes new retail as a breakthrough and takes advantage of the trend, looking for development space and then achieving sustained profit growth is also imminent. This article uses GM Jiangxi Branch as the research case. Based on the research and ummary of new retail concepts, theoretical research status, and practical cases, it uses the literature research method, field research method, and case analysis method to thoroughly investigate the marketing of GM Jiangxi Branch. Strategy implementation status quo and existing problems, based on marketing theory and SWOT analysis, optimize the company's product strategy, price strategy, channel strategy and promotion strategy with new retail thinking. The research found that the marketing strategy of GM Jiangxi Branch has problems such as product homogeneity, low price dilemma, channel fragmentation and insufficient promotion innovation. At the same time, combined with the SWOT analysis method, it was found that although the company has external development opportunities supported by economy, technology and policies, it also faces fierce external competition and profit pressure. Although GM Jiangxi Branch has the advantages of brand and group unified management, it also faces This has the disadvantages of declining corporate profits新零售背景下 GM 公司江西分公司营销策略优化研究 III and insufficient promotion innovation. Based on the above research, this article uses marketing theory and, based on the positioning of the target market, the optimization of marketing strategies that incorporate new retail thinking, and proposes brand strategies, differentiated product layout strategies, new product release strategies, and after-sales services. Optimize product strategies such as strategies; through mergers and acquisitions, channel cooperation, and omnichannel integration strategies, while expanding product sales, realize the integration of online and offline channels, and optimize channel strategies; by implementing the same product price and different product price, Optimize the price strategy and build thematic activities, global marketing and public relations promotions, continuously improve brand awareness and marketing power, stimulate consumer shopping needs, get more benefits, and optimize promotion strategies and other suggestions. This article studies the marketing strategy optimization of GM Jiangxi Branch in the context of new retail. It meets the hot issues of the times and has certain innovation and theoretical and practical value. The proposed countermeasures will be helpful to promote GM Jiangxi Branch's transformation to new retail. For reference, it also has certain reference for the choice of marketing strategies when other regional branches of the retail industry operate in specific regions. Key words: New Retail; Marketing Strategy Optimization; Online and Offline Integration; GM Jiangxi Branch工商管理硕士专业学位论文 IV 目 录 摘 要.........................I Absract...................... II 目录...........................IV 1 绪论........................1 1.1 研究背景........... 1 1.2 研究意义........... 2 1.2.1 理论意义..2 1.2.2 现实意义..2 1.3 研究主要内容... 2 1.4 研究思路和研究方法..................... 3 1.4.1 研究思路.3 1.4.2 研究方法 .4 1.5 研究解决的实际问题..................... 4 2 理论基础与文献综述...........................5 2.1 核心概念界定.. 5 2.1.1 零售业......5 2.1.2 传统零售 业.............................5 2.1.3 新零售.....5 2.1.4 新零售和传统零售的区别.....6 2.2 新零售研究综述.............................. 7 2.2.1 新零售发展动 因....................7 2.2.2 新零售的价值研究.................8 2.2.3 新零售的转型研究.................8 2.3 相关理论基础... 8 2.3.1 市场营销理 论........................8 2.3.2 SWOT 分析法........................ 10 2.4 研究简评......... 10新零售背景下 GM 公司江西分公司营销策略优化研究 V 3 新零售实 践经验与借鉴.....................12 3.1 典型案例简析 12 3.2 经验借鉴........ 14 3.2.1 大数据支撑供应链管理,实现线上线下融合…..…………………………..14 3.2.2 实体店与 AR、VR 相融合….…………………………………………………………15 3.2.3 围绕会员体验导购运营重新定义的智慧门店.…………….……………..15 4 GM 公司江西 分公司营销现状分析16 4.1 数据来源........ 16 4.2 GM 江西分公司简介..................... 16 4.3 GM 江西分公司现行营销策略..... 17 4.3.1 产品策略17 4.3.2 价格 策略18 4.3.3 渠道策略19 4.3.4 促销策略20 4.4 GM 江西分公司营销策略存在的主要问题................21 4.4.1 产品同质化..........................21 4.4.2 低价策 略的困境..................22 4.4.3 销售渠道之间的割裂..........23 4.4.4 促销方式创新不足..............23 4.5.总结.................23 5 GM 公司江西分公司营销 环境 SWOT 分析...................25 5.1 外部机遇......... 25 5.1.1 经济增长,网购消费行为快速增长..................25 5.1.2 政策支持力度大,打牢企业发展的政 策基础..27 5.1.3 技术支撑零售企业不断转型升级......................27 5.1.4 数字化变革促进全渠道融合趋势与全域营销整合.........................28 5.2 外部挑 战......... 28 5.2.1 激烈的同业竞争...................28 5.2.2 新零售热度降低,回归商业本质......................29 5.3 优势................. 30 5.3.1 品牌优 势30 5.3.2 公司统一管理,提供全方位支撑......................30 5.4 劣势................. 31工商管理硕士专业学位论文 VI 5.4.1 低价策略带来利润率的不断降 低......................31 5.4.2 营销创新手段不足...............31 6 GM 公司江西分公司营销策略优化建议.......................33 6.1 以新零售思维优化 GM 江西 分公司市场细分及定位策略..................... 33 6.1.1 市场细分策略优化...............33 6.1.2 市场定位策略优化...............34 6.2 以新零售思维优化 GM 江西 分公司产品策略.......... 35 6.2.1 品牌策略优化......................35 6.2.2 产品差异化布局策略优化..35 6.2.3 新产品发布策略优化..........35 6.2.4 售后服务策 略优化...............36 6.3 以新零售思维优化 GM 江西分公司渠道策略.......... 36 6.3.1 全渠道融合策略优化..........36 6.3.2 渠道合作策略优化..............37 6.3.3 渠道并购策略优化..............37 6.4 以新零售思维优化 GM 江西分公司价格策略.......... 37 6.4.1 同品同价策略优化..............38 6.4.2 异品异价策略优 化...............38 6.5 以新零售思维优化 GM 江西分公司促销策略.......... 38 6.5.1 家·生活主题促销活动......38 6.5.2 全域直播,提升消费者互动体验,推动渠道下 沉........................38 6.5.3 公共关系促销策略优化.......39 7 结论与展望..........40 7.1 结论................. 40 7.2 展望................. 40。。。。。 。以下内容略