本文關(guān)鍵詞： 長(zhǎng)春歐亞賣場(chǎng) 服務(wù)營(yíng)銷 營(yíng)銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國(guó)商業(yè)的飛速發(fā)展,我國(guó)以百貨業(yè)為主導(dǎo)的商業(yè)模式在近百年時(shí)代的不斷改革與變遷中不斷完善與成長(zhǎng),行之有效的營(yíng)銷策略為推動(dòng)商業(yè)的發(fā)展和進(jìn)步在每個(gè)階段性的發(fā)展歷程中都起著至關(guān)重要的作用。我國(guó)進(jìn)入WTO以后,外資商業(yè)百貨大批涌入中國(guó)市場(chǎng),它們以先進(jìn)的管理理念、行之有效的營(yíng)銷策略搶占著國(guó)內(nèi)市場(chǎng)份額,我國(guó)百貨行業(yè)面臨著從傳統(tǒng)百貨觀念向現(xiàn)代百貨理念調(diào)整和轉(zhuǎn)變。隨著經(jīng)濟(jì)的持續(xù)發(fā)展,消費(fèi)者可支配收入持續(xù)增加,伴隨著百姓購(gòu)買力的不斷提升,人們?cè)谫?gòu)物需求上已經(jīng)不僅僅是為了追求日常生活基本需要得到滿足,更注重生活品質(zhì)的提升。這種趨勢(shì)帶動(dòng)了市場(chǎng)商業(yè)結(jié)構(gòu)的不斷升級(jí),消費(fèi)者的需求日益多樣化,從而賣場(chǎng)一站式嶄新的購(gòu)物模式應(yīng)運(yùn)而生。首先,本文通過(guò)分析長(zhǎng)春歐亞賣場(chǎng)營(yíng)銷現(xiàn)狀和所處的宏觀環(huán)境和微觀環(huán)境,并利用SWOT分析工具進(jìn)行詳細(xì)分析。從SWOT分析結(jié)果來(lái)看,長(zhǎng)春歐亞賣場(chǎng)具有強(qiáng)大的品牌優(yōu)勢(shì),這也為長(zhǎng)春歐亞賣場(chǎng)成功實(shí)施品牌戰(zhàn)略提供了保障。其次,本文根據(jù)消費(fèi)者和商家等變量為歐亞賣場(chǎng)進(jìn)行了目標(biāo)市場(chǎng)細(xì)分,目標(biāo)市場(chǎng)選擇和目標(biāo)市場(chǎng)定位。再次,本文根據(jù)服務(wù)營(yíng)銷等基礎(chǔ)理論的合理運(yùn)用,為長(zhǎng)春歐亞賣場(chǎng)制定了行之有效的營(yíng)銷策略。最后,本文分別從企業(yè)文化、人力資源體系和資金三個(gè)方面,為長(zhǎng)春歐亞賣場(chǎng)制定了營(yíng)銷保障措施。為長(zhǎng)春歐亞賣場(chǎng)在商業(yè)領(lǐng)域進(jìn)一步發(fā)展,加大市場(chǎng)占有率、拓展全國(guó)商業(yè)市場(chǎng)打下堅(jiān)實(shí)的基礎(chǔ)。研究結(jié)果表明:(1)品牌日趨同質(zhì)化是限制百貨企業(yè)發(fā)展的最大瓶頸,企業(yè)只有根據(jù)自身發(fā)展?fàn)顩r打造獨(dú)有品牌,增強(qiáng)營(yíng)銷活動(dòng)創(chuàng)新意識(shí)才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中提升消費(fèi)者對(duì)企業(yè)的忠誠(chéng)度。(2)一個(gè)商場(chǎng)的品牌層次很重要,它代表著企業(yè)在行業(yè)市場(chǎng)中的地位,消費(fèi)者更喜歡選擇擁有更多國(guó)際頂尖奢侈品牌和國(guó)內(nèi)外優(yōu)質(zhì)品牌的綜合型商場(chǎng)去購(gòu)物。(3)消費(fèi)者在購(gòu)物期間對(duì)產(chǎn)品和服務(wù)的滿意度及動(dòng)線產(chǎn)生的疲勞度要求很高。百貨企業(yè)進(jìn)行產(chǎn)品布局,優(yōu)化購(gòu)物環(huán)境,制定有效的營(yíng)銷動(dòng)線,建立完善的服務(wù)體系,增強(qiáng)服務(wù)營(yíng)銷創(chuàng)新意識(shí),在VIP會(huì)員辦理和客戶管理上彰顯顧客地位,拓展會(huì)員增值服務(wù)才能更好地迎合市場(chǎng)需求。(4)互聯(lián)網(wǎng)商業(yè)時(shí)代,消費(fèi)者更習(xí)慣通過(guò)互聯(lián)網(wǎng)平臺(tái)和外界進(jìn)行溝通。百貨企業(yè)不僅要做好電子商務(wù)平臺(tái),同時(shí)涉足O2O網(wǎng)絡(luò)營(yíng)銷模式,打通線上線下營(yíng)銷渠道,提升線上渠道微信、微博等電商宣傳效果及經(jīng)營(yíng)能力和線下渠道實(shí)體店優(yōu)勢(shì)有效互補(bǔ),助推著互聯(lián)網(wǎng)時(shí)代商業(yè)的發(fā)展。由此,本文從服務(wù)營(yíng)銷理念出發(fā),通過(guò)優(yōu)化及擴(kuò)充企業(yè)產(chǎn)品線、采用迎合市場(chǎng)的價(jià)格策略、規(guī)劃合理有效的營(yíng)銷動(dòng)線、打造優(yōu)質(zhì)貼心的購(gòu)物環(huán)境、打通互聯(lián)網(wǎng)O2O營(yíng)銷渠道、增強(qiáng)營(yíng)銷活動(dòng)的創(chuàng)新意識(shí)、建立完善的服務(wù)營(yíng)銷體系等七個(gè)方面,為長(zhǎng)春歐亞賣場(chǎng)在商業(yè)領(lǐng)域進(jìn)一步發(fā)展,加大市場(chǎng)占有率,拓展全國(guó)商業(yè)市場(chǎng)提出了營(yíng)銷建議。
[Abstract]:With the rapid development of Chinese business, China's department store industry as the leading commercial pattern in the reform of nearly a hundred years age and changes in continuous improvement and development, effective marketing strategies in the course of development in each stage plays an important role to promote the development and advancement of business in our country in the future. Enter the WTO, the influx of foreign commercial department China market, their advanced management concept, effective marketing strategy to seize the domestic market share, China's retail industry is facing from the traditional department to modern department store concept concept and transform. With the continuous development of the economy, consumer disposable income continued to increase, with people's purchasing power the rise, people in the shopping needs is not only to the pursuit of everyday basic needs are met, pay more attention to the improvement of the quality of life. This trend with The escalating market business structure, consumer demand increasingly diversified, which stores a one-stop shopping mode came into being new. Firstly, through the analysis of Changchun Eurasia store marketing situation and the macro environment and micro environment, and the use of SWOT analysis tools are analyzed in detail. The analysis results from SWOT, Changchun Eurasian the stores have a strong brand, which also Changchun Eurasian stores the successful implementation of brand strategy to provide a guarantee. Secondly, the target market segments according to consumers and businesses and other variables for the Eurasian stores, target market selection and market positioning. Thirdly, according to the reasonable application of the service marketing theory, established the effective a marketing strategy for the Changchun Eurasian stores. Finally, this paper from the three aspects of corporate culture, human resources system and funds, to sell Changchun Eurasia Field marketing measures. For the further development of Changchun Eurasian stores in the commercial sector, increase market share, expand the business market and lay a solid foundation. The results show that: (1) brand homogenization is the biggest bottleneck of the Department of enterprise development, the enterprise only according to their own situation to create a unique brand, enhance marketing active innovation consciousness can enhance consumer loyalty to the enterprise in the fierce competition in the market. (2) a mall brand level is very important, it represents the status of enterprises in the industry in the market, consumers love choose integrated market has more top international luxury brand and international brand of high quality (3 to go shopping. Consumer satisfaction) and circulation of products and services in the shopping during fatigue is very high. The Department enterprise product layout, optimize the shopping environment, develop effective The marketing line, establish and improve the service system, strengthen the service consciousness of marketing innovation, highlighting the customer status in VIP membership management and customer management, to expand the membership of value-added services in order to better meet the market demand. (4) the Internet era, consumers are more accustomed to communicate through the Internet platform and the outside world. Not only do the electronic stores at the same time involved in the O2O business platform, network marketing model, through online and offline marketing channels, improve the online channel of WeChat, micro-blog and other electricity providers publicity and management ability and the channel line store effective complementary, boost the development of business in the Internet era. Therefore, this article from the service marketing concept, through the optimization and expansion of enterprise products the line to meet the market price strategy, planning reasonable and effective marketing line, create high-quality intimate shopping environment, through the Internet O2O marketing channels, increase Seven aspects, such as the innovative consciousness of strong marketing activities, the establishment of a perfect service marketing system, and so on, put forward marketing suggestions for further development of Changchun Eurasian stores in the commercial field, increasing market share and expanding the national commercial market.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F721

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