本文選題：重慶麥德龍 + 營(yíng)銷(xiāo)策略��； 參考：《西南交通大學(xué)》2016年碩士論文

【摘要】：隨著電子商務(wù)在零售行業(yè)的迅速發(fā)展,越來(lái)越多的消費(fèi)者從傳統(tǒng)零售企業(yè)中流失掉,傳統(tǒng)的營(yíng)銷(xiāo)策略不僅不能幫助企業(yè)自身從同類(lèi)競(jìng)爭(zhēng)對(duì)手中脫穎而出,還無(wú)法實(shí)現(xiàn)將新客戶(hù)從線(xiàn)上企業(yè)吸引到線(xiàn)下企業(yè)之中,并且增加企業(yè)現(xiàn)有客戶(hù)黏性的目的。如今在傳統(tǒng)的零售市場(chǎng)上,企業(yè)一方面要面臨來(lái)勢(shì)洶洶電商企業(yè)的競(jìng)爭(zhēng),另一方面更要面臨復(fù)雜多變的消費(fèi)者市場(chǎng)。但在現(xiàn)實(shí)中,無(wú)差別市場(chǎng)策略等使得眾多傳統(tǒng)零售企業(yè)在激烈的競(jìng)爭(zhēng)中困難重重、舉步維艱。而有效的營(yíng)銷(xiāo)策略,企業(yè)需要將自身差異化優(yōu)勢(shì)和目標(biāo)市場(chǎng)的細(xì)分、選擇和定位結(jié)合起來(lái),才能夠在競(jìng)爭(zhēng)激烈的市場(chǎng)中生存,并且擁有持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì)。本文選取重慶麥德龍商場(chǎng)作為營(yíng)銷(xiāo)策略的研究主體,從研究重慶麥德龍商場(chǎng)對(duì)當(dāng)?shù)厥袌?chǎng)的細(xì)分和目標(biāo)市場(chǎng)的選擇入手,并且根據(jù)目標(biāo)市場(chǎng)選擇策略中的有選擇的專(zhuān)門(mén)化模式,將目標(biāo)市場(chǎng)定位于企事業(yè)專(zhuān)業(yè)客戶(hù)和餐飲類(lèi)專(zhuān)業(yè)客戶(hù)。再結(jié)合企業(yè)所處的內(nèi)外部環(huán)境分析,針對(duì)目標(biāo)客戶(hù)市場(chǎng)制定差異化的商品、促銷(xiāo)、價(jià)格、高質(zhì)量管理和品牌策略,并且探討了其現(xiàn)有營(yíng)銷(xiāo)策略具體實(shí)施中存在的缺陷和不足,最終從目標(biāo)客戶(hù)市場(chǎng)的擴(kuò)大、定價(jià)模式的變革、打造客戶(hù)服務(wù)體驗(yàn)和增加新品促銷(xiāo)四大方面提出優(yōu)化建議。本文針對(duì)重慶麥德龍商場(chǎng)營(yíng)銷(xiāo)策略的研究,綜合利用了市場(chǎng)營(yíng)銷(xiāo)中的4C、4P、STP、市場(chǎng)選擇策略等理論,以此來(lái)剖析企業(yè)營(yíng)銷(xiāo)策略的實(shí)施和存在的缺陷,具有較強(qiáng)的現(xiàn)實(shí)意義。同時(shí),也希望能夠?qū)ν袠I(yè)或類(lèi)似行業(yè)中的企業(yè)在選擇差異化營(yíng)銷(xiāo)策略時(shí)提供借鑒和參考。
[Abstract]:With the rapid development of e-commerce in the retail industry, more and more consumers are losing from the traditional retail enterprises. The traditional marketing strategy can not only help the enterprises to stand out from their competitors. It is impossible to attract new customers from online enterprises to offline enterprises and to increase the viscosity of existing customers. Nowadays, in the traditional retail market, enterprises have to face the competition of fierce e-commerce enterprises on the one hand, and the complex and changeable consumer market on the other hand. However, in reality, many traditional retail enterprises are facing a lot of difficulties and difficulties in the fierce competition. For effective marketing strategy, enterprises need to combine their differentiation advantages with target market segmentation, selection and positioning in order to survive in a competitive market and have a sustained competitive advantage. This article selects the Chongqing Medelong market as the main body of the marketing strategy, starting with the study of the local market segmentation and the target market selection of Chongqing Medelong market, and according to the selective specialization mode of the target market selection strategy. The target market will be located in enterprises and institutions professional customers and catering professional customers. Combined with the analysis of the internal and external environment of the enterprise, the paper makes a differentiated product, promotion, price, high quality management and brand strategy for the target customer market, and discusses the defects and shortcomings in the implementation of the existing marketing strategy. Finally, the optimization suggestions are put forward from four aspects: the expansion of target customer market, the reform of pricing model, the creation of customer service experience and the increase of new product promotion. This paper aims at the research of marketing strategy of Chongqing Medelong shopping mall, synthetically makes use of the theories of 4CX 4PU STP and market selection strategy in marketing, so as to analyze the implementation and defects of enterprise marketing strategy, which is of great practical significance. At the same time, we also hope to provide reference for enterprises in the same industry or similar industries in choosing differentiated marketing strategies.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F713.5;F721

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