【摘要】：天河城百貨是國(guó)內(nèi)首個(gè)MALL,1996年開(kāi)業(yè)至今都是華南地區(qū)人氣最旺的百貨商場(chǎng),被譽(yù)為“中國(guó)第一商城”,集購(gòu)物、游覽、美食、娛樂(lè)、休閑、商務(wù)、廣告、信息、展覽、康體等多功能于一體,在廣州開(kāi)創(chuàng)了一種全新的消費(fèi)概念,把廣州的商業(yè)發(fā)展提高到一個(gè)新水平。日平均客流量達(dá)到30萬(wàn)人次,節(jié)假日客流量最高可達(dá)81萬(wàn)人次,影響己波及全省乃至全國(guó),使之成為廣州現(xiàn)代商業(yè)的標(biāo)志,成為市民和旅游賓客購(gòu)物觀光休閑的首選場(chǎng)所,成為有關(guān)部門(mén)和新聞媒體研究的對(duì)象,成為同行趕超的目標(biāo)。 本文從宏觀和微觀兩方面對(duì)天河城百貨公司的競(jìng)爭(zhēng)環(huán)境予以分析,運(yùn)用波特“五力”模型對(duì)天河城百貨在行業(yè)內(nèi)部企業(yè)競(jìng)爭(zhēng)、與供應(yīng)商的議價(jià)能力、潛在的新競(jìng)爭(zhēng)者、潛在替代產(chǎn)品的開(kāi)發(fā)、消費(fèi)者議價(jià)能力等方面的競(jìng)爭(zhēng)能力進(jìn)行分析,顯示天河城百貨具有很強(qiáng)的競(jìng)爭(zhēng)優(yōu)勢(shì)。同時(shí)通過(guò)對(duì)其"SWOT"分析,明確列出該公司目前的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)以及威脅,顯示該公司的經(jīng)營(yíng)管理有待進(jìn)一步改善。 就此,本文運(yùn)用“4C、4P”、顧客忠誠(chéng)度、消費(fèi)者行為、整合營(yíng)銷(xiāo)、品牌權(quán)益等理論為天河城百貨制定了相應(yīng)的營(yíng)銷(xiāo)策略,包括產(chǎn)品策略、價(jià)格策略、顧客策略、促銷(xiāo)策略、廣告策略、網(wǎng)絡(luò)營(yíng)銷(xiāo)策略等等,保證天河城百貨商場(chǎng)以顧客為核心,專(zhuān)注于顧客需求,為顧客提供適合的、有價(jià)格競(jìng)爭(zhēng)力的、高品質(zhì)的商品和人性化的服務(wù),力爭(zhēng)在激烈的競(jìng)爭(zhēng)中繼續(xù)保持現(xiàn)有的龍頭地位。 針對(duì)做出的營(yíng)銷(xiāo)策略?xún)?nèi)容,本文還制定了相關(guān)的措施和制度來(lái)保證措施的順利有效實(shí)施,包括周密的市場(chǎng)調(diào)研、各項(xiàng)管理制度的建立和執(zhí)行、組織架構(gòu)的建立、成本控制、風(fēng)險(xiǎn)預(yù)測(cè)、應(yīng)急預(yù)案等。 經(jīng)過(guò)詳細(xì)的分析和策劃,我們認(rèn)為,天河城百貨是具有競(jìng)爭(zhēng)力的,但是后市的競(jìng)爭(zhēng)將會(huì)無(wú)比激烈,天河城百貨不能總吃山空、停滯不前,必須憂(yōu)患意識(shí)強(qiáng)烈,適時(shí)調(diào)整、勇往直前,否則逆水行舟、不進(jìn)則退。
[Abstract]:Tianhe City Department Store is the first Mall in China. Since its opening in 1996, it has been the most popular department store in South China. It is known as the "first Mall of China", which includes shopping, sightseeing, food, entertainment, leisure, business, advertising, information, exhibition, etc. Recreation and sports and other multi-functional in one, in Guangzhou has created a new concept of consumption, the commercial development of Guangzhou to a new level. The daily average passenger flow reaches 300000 person-times, and the maximum passenger flow on holidays can reach 810000 person-times, which has affected the whole province and even the whole country, making it a symbol of modern commerce in Guangzhou and the first choice for shopping, sightseeing and leisure of citizens and tourist guests. Become the research object of relevant departments and news media, become the target of peer catching up. This paper analyzes the competitive environment of Tianhecheng Department Store from macro and micro aspects, and uses Porter's "five Force" model to analyze the competition between Tianhecheng Department Store and its suppliers and potential new competitors. The development of potential alternative products and the bargaining power of consumers are analyzed, which shows that Tianhecheng Department Store has a strong competitive advantage. At the same time through its "SWOT" analysis, clearly listed the company's current strengths, weaknesses, opportunities and threats, indicating that the company's management needs to be further improved. Therefore, using the theories of "4CX 4P", customer loyalty, consumer behavior, integrated marketing, brand equity and so on, this paper formulates corresponding marketing strategies for Tianhecheng Department Store, including product strategy, price strategy, customer strategy, promotion strategy, etc. Advertising strategy, network marketing strategy and so on, to ensure that Tianhe City Department Store takes the customer as the core, focuses on the customer's demand, and provides the customer with suitable, price competitive, high quality goods and humanized service. Strive to maintain the current leading position in the fierce competition. According to the content of marketing strategy, this paper also makes relevant measures and systems to ensure the smooth and effective implementation of the measures, including careful market research, the establishment and implementation of various management systems, the establishment of organizational structure, cost control, Risk prediction, contingency plan, etc. After detailed analysis and planning, we believe that Tianhe City Department Store is competitive, but the competition in the future market will be extremely fierce. Tianhe City Department Store cannot always eat empty mountains, stand still, we must have a strong sense of distress and adjust it in due time. Go forward bravely, otherwise go against the current boat, do not advance or retreat.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：F274;F721

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