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MBA硕士毕业论文_创优品县级市场开发战略研究

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作为全球时尚零售市场的“黑马”,名创优品(MINISO)自 2013 年开设第一家实体 店铺后,在经济下行、实体零售普遍衰落的这几年,于电商夹击、消费乏力的困境中成 功突围,在中国迅速抢占市场。目前,从繁华的一二线城市到经济发达的县级市,名创 优品门店随处可见;在县级以上的市场中,名创优品店铺数量日趋饱和。如果想在国内 继续保持势如破竹的发展速度,名创优品迫切需要开发县级新市场。目前现有的针对市 场开发战略的文献资料多以海外市场或者国内一二线城市为目标,缺乏对三四线城市甚 至城镇的研究,本文以邢台市新河县为目标市场,进行名创优品县级市场开发战略的研 究,具有一定的理论性和较强的现实针对性,对相关行业尤其是快时尚零售业具有一定 的借鉴意义。 本文搜集大量的国内外有关市场开发战略、名创优品相关论述的学术论文和其他文 献,对相关研究成果进行梳理。通过分析名创优品公司及品牌概况,进一步分析新河县 加盟商的公司资源与能力,利用内部因素评价矩阵(IFE)对名创优品新河县市场开发 的内部条件进行分析,把名创优品在新河县开发新市场时自身的优势与劣势汇总;通过 对名创优品新河县市场开发环境进行分析,从宏观环境(政治、经济、社会因素)、新 河县小商品零售市场竞争格局、新河县小商品零售市场消费者行为、当地零售市场准入 政策等几方面展开,通过运用竞争态势矩阵(CPM)、外部因素评价矩阵(EFE),找 出名创优品在新河县开发新市场所面临的机会与威胁。在上述研究基础上,运用 SWOT 分析法明确确定在新河县开发新市场时名创优品自身的优势、劣势、面对的机会和威胁, 得出名创优品新河县市场开发战略的备选战略;用定量战略规划矩阵(QSPM)从备选 战略中选择在新河县的具体实施战略;从进行市场细分锁定目标群体、以性价比为核心 实现优质低价、强化名创优品品牌的形成与推广、以社交化媒体为主传统传播方式为辅 进行整合传播四个方面对已经制定的名创优品新河县市场开发战略进行实施,确保名创 优品新河县市场开发战略行之有效。 关键词:名创优品、零售、内部要素、外部环境、市场开发战略 3名创优品县级市场开发战略研究—以邢台市新河县为例 ABSTRACT As a "dark horse" in the global fashion retail market, MINISO has successfully broken through the dilemma of e-commerce and weak consumption in the most difficult years of the physical retail industry since it officially stepped out of Japan in 2013, and quickly seized the market in China. At present, from prosperous first - and second-tier cities to economically developed county-level cities, Mingchuangyouping has covered all its stores, and the market is gradually becoming saturated. If we want to continue to maintain the momentum of development, mingchuangyoupin is in urgent need of developing new county-level markets. Currently existing in view of market development strategy of the literature to overseas or domestic market as the goal, a second-tier cities lack of research on three or four lines of cities and towns, this paper aimed at xingtai xinhe market, creating high-quality products to name the county market development strategy research, has certain theoretical and strong pertinence, for fast fashion retail and other industry also has a certain reference significance. This paper collects a large number of domestic and foreign academic papers and other literature on the market development strategy, famous and excellent products, and sorts out the relevant research results. By analyzing the company and brand profile of Mingchuang Superior, the company resources and capabilities of xinhe county franchisees are further analyzed. The internal conditions of market development of Mingchuang Superior in Xinhe County are analyzed by using IFE internal factor evaluation matrix, and the advantages and disadvantages of Mingchuang Superior when developing new market in Xinhe County are summarized. Through the analysis of marketing environment merit goods xinhe, from the macro environment (political, economic, social, population, culture factors), xinhe commodity retail market competition pattern, xinhe commodity retail market consumer behavior, local retail market access policy and so on several aspects, by using CPM competition matrix, external factor evaluation matrix and EFE find fame merit goods in xinhe development city places facing the opportunities and threats. On the basis of the above research, SWOT analysis is used to clearly determine the competitive advantages, competitive disadvantages, opportunities and threats of Mingchuangyouping when developing new markets in Xinhe County, and the alternative strategies of the market development strategy of Mingchuangyouping in Xinhe County are obtained. Quantitative strategic planning matrix (QSPM) was used to select the specific implementation strategy in Xinhe County from the alternative strategies. From fractionizing market target groups, with price as the core to achieve high-quality low-priced, strengthening of merit goods brand formation and promotion, to integrate the social media supplemented traditional transmission mode propagation of has four aspects in the name of the merit goods xinhe market development strategy implementation, to ensure the marketing strategy of merit goods xinhe works. 4KEYWORDS: MINISO, retail, internal factors, external environment, market development strategy 5河北地质大学硕士学位论文 目 录 摘要..............I ABSTRACTII 第一章 绪论..............................9 1.1 研究背景及意义.........9 1.1.1 研究背景...........9 1.1.2 研究意义......... 10 1.2 国内外研究现状....... 10 1.2.1 国外研究现状. 10 1.2.2 国内研究现状 ............................ 12 1.2.3 研究评述......... 13 1.3 研究内容及研究方法.............................. 13 1.3.1 研究内容......... 13 1.3.2 研究方法......... 14 1.3.3 研究框架......... 14 第二章 相关理论概述............ 17 2.1 零售业....................... 17 2.1.1 零售业的定义与特点.................... 17 2.1.2 零售业分类..... 17 2.2 战略........................... 19 2.2.1 战略................. 19 2.2.2 市场开发战略. 19 2.2.3 市场营销战略.. 20 2.3 本章小结................... 21 第三章 名创优品新河县市场开发的内部条件分析.......................... 23 3.1 名创优品公司及品牌概况...................... 23 3.1.1 公司概况......... 23 3.1.2 名创优品 STP 战略........................23 3.1.3 名创优品市场开发战略................ 24 3.1.4 名创优品存在问题分析................ 26 3.2 新河县加盟商资源与能力分析.............. 26 6名创优品县级市场开发战略研究—以邢台市新河县为例 3.2.1 加盟商概况..... 26 3.2.2 加盟商人力资源分析.................... 27 3.2.3 加盟商财力资源分析.................... 29 3.3 名创优品新河县市场开发的 IFE 矩阵.. 31 3.3.1 内部影响要素选择......................... 32 3.3.2 确定各内部要素的权重值............. 32 3.3.3 构建 IFE 矩阵.. 33 3.4 本章小结.................... 35 第四章 名创优品新河县市场开发环境分析....... 37 4.1 宏观环境分析........... 37 4.1.1 政治环境......... 37 4.1.2 经济环境......... 37 4.1.3 社会环境......... 40 4.2 新河县小商品零售市场竞争格局分析.. 40 4.2.1 新河县小商品零售市场概况........ 40 4.2.2 新河县小商品零售市场竞争者分析........................... 41 4.3 新河县小商品零售市场的消费者行为分析......................... 45 4.3.1 新河县消费者小商品购买需求分析............................ 45 4.3.2 新河县消费者对名创优品认识分析............................ 46 4.3.3 新河县消费者对名创优品的购买及分享意愿分析.... 46 4.4 名创优品新河县市场开发 EFE(外部因素评价)矩阵.....47 4.4.1 外部影响要素选择......................... 47 4.4.2 确定各外部要素的权重值............. 47 4.4.3 构建 EFE 矩阵. 48 4.5 本章小结.................... 50 第五章 名创优品新河县市场开发战略的选择... 51 5.1 名创优品在新河县市场开发备选战略的选择..................... 51 5.2 名创优品在新河县市场开发的具体战略.............................53 5.3 本章小结.................... 55 第六章 名创优品新河县市场开发战略的实施对策..........................57 6.1 进行市场细分,锁定目标群体.............. 57 6.1.1 市场细分,聚焦目标客户............ 57 6.1.2 精准营销,满足客户差异化需求 58 6.2 以性价比为核心,实现优质低价........... 58 7河北地质大学硕士学位论文 6.2.1 多措并举,实现优质.................... 58 6.2.2 利用反差,突出低价.................... 59 6.3 强化名创优品品牌的形成与推广.......... 59 6.3.1 强化名创优品品牌形成,形成聚合效应................... 60 6.3.2 扩大名创优品品牌内涵,打造磁场效应...................60 6.4 以社交化媒体为主、传统传播方式为辅进行整合传播..... 60 6.4.1 利用传统传播方式进行基础传播61 6.4.2 利用社交化媒体进行整合传播.... 61 6.5 本章小结.................... 62 第七章 结论与展望................ 63