摘要....................................................................................................................................I ABSTRACT.......................................................................................................................II 第1章绪论.......................................................................................................................1 1.1研究背景和研究意义..............................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究意义.........................................................................................................3 1.2相关研究综述............................................................................................................3 1.2.1营销策略的相关研究..................................................................................3 1.2.2“新零售”的相关研究..............................................................................4 1.2.3“新零售”下零售业营销创新的相关研究..........................................4 1.2.4文献述评..........................................................................................................6 1.3研究内容与研究方法..............................................................................................6 1.3.1研究内容.........................................................................................................6 1.3.2研究方法.........................................................................................................7 第2章相关概念与理论基础.......................................................................................8 2.1“新零售”概念与内涵..........................................................................................8 2.2相关理论基础............................................................................................................9 2.2.1营销策略理论................................................................................................9 2.2.2波特五力模型..............................................................................................11 2.2.3目标市场战略理论.....................................................................................12 第3章苏宁易购营销现状及问题分析...................................................................13 3.1苏宁易购简介..........................................................................................................13 3.2苏宁易购营销策略现状分析..............................................................................14 3.2.1产品策略现状..............................................................................................14 3.2.2价格策略现状..............................................................................................15 3.2.3渠道策略现状..............................................................................................15 3.2.4促销策略现状..............................................................................................17 3.3苏宁易购营销问题分析.......................................................................................18 3.3.1问卷调查.......................................................................................................18 3.3.2苏宁易购营销策略存在问题及原因分析............................................20 第4章苏宁易购的营销环境与营销战略分析......................................................26 4.1苏宁易购营销环境分析.......................................................................................26 4.1.1政治环境分析........................................................................................26 4.1.2经济环境分析...............................................................................................26 4.1.3社会环境分析...............................................................................................27 4.1.4科技环境分析...............................................................................................27 4.2苏宁易购竞争环境分析.......................................................................................27 4.2.1行业内现有竞争者分析.............................................................................27 4.2.2行业新加入者分析......................................................................................28 4.2.3替代品分析....................................................................................................29 4.2.4供应商议价能力分析.................................................................................29 4.2.5购买者分析....................................................................................................29 4.3新零售背景下苏宁易购营销战略分析..............................................................31 4.3.1市场细分.......................................................................................................31 4.3.2目标市场选择..............................................................................................32 4.3.3市场定位.......................................................................................................33 第5章基于新零售的苏宁易购营销策略设计......................................................35 5.1苏宁易购积极满足消费新诉求...........................................................................35 5.1.1满足消费者的商品诉求.............................................................................35 5.1.2满足消费者的内容诉求.............................................................................36 5.1.3满足消费者的服务诉求.............................................................................38 5.2苏宁易购重构人—货—场....................................................................................39 5.2.1精准营销数字化消费者............................................................................39 5.2.2按需智能供货及运用APP智能推送.....................................................40 5.2.3建造消费场景坚持移动端发力..............................................................41 第6章苏宁易购营销策略的实施保障...................................................................44 6.1加强企业文化建设................................................................................................44 6.2加强企业团队建设................................................................................................45 6.2.1积极吸纳优秀人才.....................................................................................45 6.2.2建立健全企业激励机制............................................................................46 6.3加强企业信息系统建设.......................................................................................46 6.4完善物流体系建设................................................................................................47 结论.....................................................................................................................................49