發(fā)布時間：2018-03-04 17:40

  本文選題：實體零售店　切入點：營銷組合策略　出處：《安徽財經(jīng)大學》2016年碩士論文　論文類型：學位論文

【摘要】：實體零售店和我們每個人的生活息息相關,其現(xiàn)狀和發(fā)展直接影響著人們的消費需求,但近年來,網(wǎng)絡零售業(yè)的高速發(fā)展很大程度上影響了實體零售店,再加之經(jīng)濟增速放緩,消費需求下降,實體零售業(yè)面臨多重壓力。網(wǎng)絡零售增長迅速,實體零售業(yè)績下滑,互聯(lián)網(wǎng)經(jīng)濟在改善商業(yè)效率的同時也讓實體零售店苦不堪言。與此同時,實體零售企業(yè)也在積極尋找應對之路,實體零售店究竟如何在互聯(lián)網(wǎng)經(jīng)濟下尋求發(fā)展,這既是本文研究的中心問題,也是本文中的案例HT輪胎店亟待解決的難題。本文首先借鑒國內(nèi)外理論的研究成果,其中主要的理論支撐是STP理論和4P營銷組合策略,STP理論是戰(zhàn)略營銷的核心,指的是市場細分(Segmentation)、目標市場選擇(Targeting)和市場定位(Positioning)。4P理論指的是產(chǎn)品(Product)、價格(Price)、渠道(Place)和促銷(Promotion),這既是企業(yè)在實際營銷活動中的指導,也是本文制定HT輪胎店營銷策略的基礎。其次,本文對案例背景進行了描述,即在全球經(jīng)濟形勢不景氣的情況下,我國的互聯(lián)網(wǎng)產(chǎn)業(yè)顯示出蓬勃生機,互聯(lián)網(wǎng)經(jīng)濟發(fā)展迅速,成為我國經(jīng)濟發(fā)展的新興驅(qū)動力。自2010年突破4萬億元以來,中國電子商務交易額每年以人民幣2萬億元左右的增幅增長,成為拉動國民經(jīng)濟增長的重要動力和引擎。然而這大大沖擊了實體零售業(yè),實體零售店近幾年來更是迎來了關門潮。在這種情勢下,國家也在努力推進互聯(lián)網(wǎng)和傳統(tǒng)產(chǎn)業(yè)融合,提出了“互聯(lián)網(wǎng)+”的計劃,在背景描述的最后介紹了我國小車輪胎市場的現(xiàn)狀,尤其是小車輪胎網(wǎng)絡零售的情況。再者,在案例背景的基礎上,本文對案例對象-HT輪胎店進行了分析,先是對營銷現(xiàn)狀和存在問題的分析,接著提出了解決問題的策略,即通過中高級車主的目標市場選擇和線上線下綜合的服務差別化戰(zhàn)略,制定了HT輪胎店的4P營銷組合策略,并介紹了策略的實施情況,包括實施手段、實施效果和實施保障。最后,得出本文的結(jié)論,即企業(yè)在進行互聯(lián)網(wǎng)的升級變革中,要注重體驗優(yōu)勢、線上渠道分銷、O2O和自媒體這四個方面,并結(jié)合案例從HT實體輪胎店、小車輪胎行業(yè)和實體零售店三個方面提出了管理建議。
[Abstract]:Physical retail stores are closely related to the lives of each of us, and their current situation and development directly affect people's consumer demand. However, in recent years, the rapid development of online retailing has greatly affected physical retail stores, and the economic growth rate has slowed down. Consumer demand is falling, real retail is under so much pressure. Online retailing is growing fast, real retail results are falling, and the Internet economy is making real retail stores miserable while improving business efficiency. The real retail enterprises are also actively looking for the way to deal with it. How to seek the development of the physical retail stores under the Internet economy is the central problem of this paper. It is also a difficult problem to be solved in the case of HT tire shop in this paper. Firstly, this paper draws lessons from the research results of domestic and foreign theories. The main theoretical support is the STP theory and 4P marketing combination strategy, which is the core of strategic marketing. It refers to market segmentation, target market selection (target market selection) and market positioning Positioning.4P theory, which refers to product product, price tag, place) and promotion promotion. This is not only the guidance of the enterprise in actual marketing activities, but also the basis for this paper to formulate the marketing strategy of HT tire store. Secondly, In this paper, the case background is described, that is, in the global economic downturn, the Internet industry in China shows great vitality, and the Internet economy is developing rapidly. It has become a new driving force for China's economic development. Since 2010, when the value of e-commerce transactions exceeded 4 trillion yuan, the volume of e-commerce transactions in China has increased by about 2 trillion yuan per year. It has become an important driving force and engine for the growth of the national economy. However, this has greatly impacted the real retail industry, and in recent years it has seen a wave of closures. In this situation, the country is also working hard to promote the integration of the Internet and traditional industries. This paper puts forward the plan of "Internet", at the end of the background description, it introduces the current situation of the car tire market in China, especially the situation of the network retailing of the small car tire. Furthermore, on the basis of the case background, This paper analyzes the case of -HT tire shop, first analyzes the current marketing situation and existing problems, and then puts forward the strategy to solve the problem, that is, through the choice of target market for middle and advanced vehicle owners and the strategy of service differentiation between on-line and offline. The 4P marketing combination strategy of HT tire shop is established, and the implementation situation of the strategy is introduced, including the implementation means, the implementation effect and the implementation guarantee. Finally, the conclusion of this paper is drawn, that is, the enterprise is carrying on the Internet upgrade reform. It is necessary to pay attention to experience advantage, online distribution of O2O and self-media, and put forward management suggestions from three aspects of HT physical tire shop, car tire industry and physical retail store combined with cases.
【學位授予單位】：安徽財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F721

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