本文選題：百貨零售業(yè) + 營銷策略�。� 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：近年來,隨著金州新區(qū)經(jīng)濟(jì)的快速發(fā)展,人們的收入水平逐年攀升,消費能力也隨之不斷提高,這一變化不僅為當(dāng)?shù)亓闶蹣I(yè)帶來了新的發(fā)展機(jī)遇,同時也對零售業(yè)提出了更加嚴(yán)峻的考驗。基于以上背景,本文以MYKAL女裝為研究對象,對MYKAL女裝的營銷策略進(jìn)行系統(tǒng)的、詳細(xì)的分析。 MYKAL開發(fā)區(qū)店位于金州新區(qū)的CBD核心商圈,于2005年正式營業(yè),是麥凱樂連鎖集團(tuán)的第三家店鋪,與MYKAL大連總店一脈相承。目前,金州新區(qū)百貨零售業(yè)競爭日趨激烈,現(xiàn)有的市場份額不斷被分割,使得以“價格取勝”成為盛行,而隨著銷售微利時代的到來,MYKAL女裝需要制定合理、有效的營銷策略,以增強(qiáng)整體的競爭實力。 本文共分為五章。第一章是緒論,介紹了本文的研究背景、研究目的和意義。第二章是MYKAL女裝的內(nèi)外部環(huán)境分析。通過宏觀環(huán)境、行業(yè)環(huán)境及內(nèi)部能力分析,對MYKAL女裝進(jìn)行深入的分析。第三章是MYKAL女裝的STP分析,將現(xiàn)有市場進(jìn)行細(xì)分,再對選擇了的目標(biāo)市場進(jìn)行市場定位。第四章是MYKAL女裝的營銷組合策略,通過前文全面、細(xì)致的分析,運用4Ps理論從品牌、價格、店面、促銷、服務(wù)五個方面得出MYKAL女裝的營銷組合策略。第五章是結(jié)論,對本文的闡述進(jìn)行總結(jié)。
[Abstract]:In recent years, with the rapid economic development of Jinzhou New District, people's income level is rising year by year, and the consumption ability is also increasing. This change has not only brought new development opportunities for the local retailing industry. At the same time, the retail industry has put forward a more severe test. Based on the above background, this paper takes MYKAL women's wear as the research object, carries on the systematic, detailed analysis to the MYKAL women's clothing marketing strategy. MYKAL Development Zone, located in the CBD core business district of Jinzhou New District, was officially opened in 2005. It is the third store of the McKeller chain and is in line with the MYKAL Dalian General Store. At present, the competition of department stores in Jinzhou New District is becoming more and more fierce, and the existing market share has been continuously divided, which makes "winning by price" popular, and with the arrival of the era of small profit in sales, MYKAL women's wear needs to formulate reasonable and effective marketing strategies. To enhance the overall competitive strength. This paper is divided into five chapters. The first chapter is the introduction, which introduces the research background, purpose and significance of this paper. The second chapter is the internal and external environment analysis of MYKAL women's wear. Through macro environment, industry environment and internal ability analysis, MYKAL women's wear in-depth analysis. The third chapter is the STP analysis of MYKAL women's wear, subdividing the existing market and positioning the selected target market. The fourth chapter is the marketing combination strategy of MYKAL women's wear, through the comprehensive and detailed analysis above, using the 4Ps theory from the brand, price, store, promotion, service five aspects of MYKAL women's marketing mix strategy. The fifth chapter is the conclusion, carries on the summary to the article elaboration.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.86

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本文編號：1865995