本文選題：促銷策略 + 戶外用品零售店��； 參考：《華東理工大學》2014年碩士論文

【摘要】：戶外運動是指以自然環(huán)境為場地,帶有體驗探險性質的體育活動。它起源于二百多年前的歐洲,于上世紀80年代末進入中國。近年來,隨著我國戶外用品行業(yè)的超高速增長,戶外運動己經越來越受到人們的關注。 在我國的戶外用品零售業(yè)中,SF戶外是領先品牌。它成立于1998年3月,從最初10多平米的一家小店,發(fā)展到現今遍布全國10個城市,33家精品戶外零售店的規(guī)模。在堅持經營面積和年銷售額大幅增長的同時,積極控制成本,保證企業(yè)利潤率的穩(wěn)定。而戶外用品專營店、戶外運動俱樂部和戶外運動網站三位一體的經營模式,是SF保持領先的重要基礎。 論文首先介紹了選題的目的及意義,以SF戶外為例,對4P理論、4C理論和顧客關系理論與促銷相關的內容進行了簡要敘述。而后,分析了SF在企業(yè)發(fā)展中的歷程、現狀及所面臨的問題。隨后進入論文主題,依據SF戶外促銷策略有效性調查,以會員的真實感受為基礎,結合SF在銷售產品時,針對不同會員采取不同促銷手段,提出了促銷對于SF門店提升銷量的幫助和創(chuàng)新。以營銷理論為工具,分析SF在銷售服務中所遇到的問題,同時提出強化產品套裝銷售、加強會員之間的交流以產生更強歸屬感等促銷策略。在促銷效果最大化的前提下,增加SF戶外的市場份額,鞏固行業(yè)龍頭老大位置。
[Abstract]:Outdoor sports refers to the physical activities with the nature of experience and adventure. It originated in Europe more than 200 years ago and entered China in the late 1980s. In recent years, with the rapid growth of outdoor products industry in China, outdoor sports have attracted more and more attention. SF Outdoor is a leading brand in our country's outdoor goods retail. Founded in March 1998, it has grown from a small shop of more than 10 square meters to the size of 33 boutique outdoor stores in 10 cities across the country. At the same time, we should actively control the cost and ensure the stability of the profit margin. The trinity of outdoor supplies stores, outdoor sports clubs and outdoor sports websites is an important foundation for SF to maintain its leading position. This paper first introduces the purpose and significance of the topic, taking SF outdoor as an example, briefly describes 4P theory 4C theory and customer relationship theory related to sales promotion. Then, the paper analyzes the history, current situation and problems of SF in enterprise development. Then enter into the theme of the paper, according to the effectiveness of SF outdoor promotion strategy investigation, based on the true feelings of the members, combined with SF in the sales of products, for different members to take different promotional measures, This paper puts forward the help and innovation of the promotion to the SF store to increase the sales volume. Using marketing theory as a tool, this paper analyzes the problems encountered by SF in sales service, and puts forward some promotion strategies, such as strengthening the sales of product set and strengthening the communication among members so as to create a stronger sense of belonging. Under the premise of maximizing the effect of promotion, increase SF outdoor market share and consolidate the leading position of the industry.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G895-F

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本文編號：1801661