發(fā)布時(shí)間：2018-05-04 22:05

  本文選題：山東YZ集團(tuán) + SWOT分析法��； 參考：《山東理工大學(xué)》2015年碩士論文

【摘要】：山東YZ集團(tuán)是以零售業(yè)為主要經(jīng)營(yíng)業(yè)態(tài)的企業(yè)。自成立以來(lái),YZ集團(tuán)在本省行業(yè)內(nèi)一直處于領(lǐng)先地位。目前,YZ集團(tuán)的經(jīng)營(yíng)業(yè)態(tài)正逐步由過(guò)去的單一式向多種業(yè)態(tài)組合形式發(fā)展,在數(shù)量上也呈爆發(fā)式增長(zhǎng)。但相對(duì)西方發(fā)達(dá)國(guó)家的同類(lèi)企業(yè)來(lái)說(shuō),YZ集團(tuán)及國(guó)內(nèi)同類(lèi)企業(yè)還存在很大的滯后,比如如何準(zhǔn)確確定目標(biāo)群體、如何進(jìn)行差異化競(jìng)爭(zhēng)、如何通過(guò)營(yíng)銷(xiāo)分析以實(shí)現(xiàn)品牌化運(yùn)營(yíng)等。近年來(lái),在宏觀經(jīng)濟(jì)形勢(shì)進(jìn)一步下行、反腐新政影響進(jìn)一步加深、行業(yè)內(nèi)競(jìng)爭(zhēng)進(jìn)一步加劇、電商沖擊進(jìn)一步加大等因素的影響下,山東YZ集團(tuán)要進(jìn)一步運(yùn)用市場(chǎng)營(yíng)銷(xiāo)組合規(guī)劃集團(tuán)的運(yùn)營(yíng)戰(zhàn)略,在盡可能多地占據(jù)本地區(qū)大眾市場(chǎng)的同時(shí),堅(jiān)持高端定位與開(kāi)發(fā)大眾市場(chǎng)并舉。本文以YZ集團(tuán)的運(yùn)營(yíng)戰(zhàn)略為研究對(duì)象,運(yùn)用SWOT分析法從研究YZ集團(tuán)的競(jìng)爭(zhēng)優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅出發(fā),分析其如何在激烈的競(jìng)爭(zhēng)中立于不敗之地:首先,通過(guò)深入研究YZ集團(tuán)的宏微觀經(jīng)濟(jì)環(huán)境,了解目標(biāo)消費(fèi)群體的潛在需求,從而對(duì)山東YZ集團(tuán)的發(fā)展過(guò)程和今后的發(fā)展趨勢(shì)做出一個(gè)理論性的總結(jié);其次,深入剖析YZ集團(tuán)企業(yè)現(xiàn)有的運(yùn)營(yíng)戰(zhàn)略,以此確立并為其他同類(lèi)企業(yè)提供理論依據(jù)。山東YZ集團(tuán)要進(jìn)一步運(yùn)用市場(chǎng)營(yíng)銷(xiāo)組合規(guī)劃集團(tuán)的運(yùn)營(yíng)戰(zhàn)略,在盡可能多地占據(jù)本地區(qū)大眾市場(chǎng)的同時(shí),堅(jiān)持高端定位與開(kāi)發(fā)大眾市場(chǎng)并舉:注重產(chǎn)品差異化,聚焦核心業(yè)務(wù)發(fā)展,維持購(gòu)物中心銷(xiāo)售優(yōu)勢(shì);增加體驗(yàn)性項(xiàng)目、提升優(yōu)勢(shì)業(yè)態(tài)的消費(fèi)忠誠(chéng)度;整合新興商業(yè)模式推進(jìn)電子商務(wù)交易平臺(tái);開(kāi)發(fā)引進(jìn)餐飲和功能性項(xiàng)目,實(shí)現(xiàn)業(yè)態(tài)升級(jí)。深化營(yíng)銷(xiāo)多元化,加強(qiáng)品牌核心價(jià)值傳播,服務(wù)升級(jí),開(kāi)展數(shù)據(jù)精準(zhǔn)營(yíng)銷(xiāo)和服務(wù)創(chuàng)新優(yōu)化,營(yíng)銷(xiāo)渠道多元化,加強(qiáng)體驗(yàn)互動(dòng)活動(dòng)與網(wǎng)絡(luò)傳播平臺(tái),異業(yè)聯(lián)盟、共享資源、延展?fàn)I銷(xiāo)傳播平臺(tái)載體。渠道聚焦化,堅(jiān)持精耕細(xì)作東部市場(chǎng)、區(qū)域?qū)哟蝺?yōu)先組合,堅(jiān)持密集連片開(kāi)發(fā)、重點(diǎn)突破,堅(jiān)持精確渠道定位,差異化定向招商策略,堅(jiān)持聚焦渠道生態(tài)重塑下的高效消費(fèi)變革。通過(guò)改革發(fā)展模式、創(chuàng)新經(jīng)營(yíng)模式,使山東YZ集團(tuán)適應(yīng)外部環(huán)境的不斷變化,增強(qiáng)集團(tuán)迎接挑戰(zhàn)、應(yīng)對(duì)競(jìng)爭(zhēng)的能力,真正實(shí)現(xiàn)山東YZ集團(tuán)有質(zhì)量、有效益式的發(fā)展,保持住集團(tuán)在山東省零售業(yè)的領(lǐng)先地位。
[Abstract]:Shandong YZ Group is a retail business as the main business enterprise. Since the establishment of YZ Group in the province has been in the leading position in the industry. At present, the business form of YZ Group is gradually developing from the single form to the combination form, and the quantity of the group is also increasing explosively. However, compared with the similar enterprises in the western developed countries, there is still a great lag between YZ Group and domestic similar enterprises, such as how to determine the target group accurately, how to carry out the differentiated competition, how to carry out the brand operation through marketing analysis, and so on. In recent years, under the influence of the further downward trend of the macroeconomic situation, the further deepening of the impact of the New Anti-Corruption Policy, the further intensification of competition in the industry, and the further intensification of the impact of e-commerce, Shandong YZ Group should further use the marketing mix planning group's operation strategy, while occupying the local mass market as much as possible, adhere to the high-end positioning and the development of the mass market at the same time. This paper takes the operation strategy of YZ Group as the research object, uses SWOT analysis method to study the competitive advantages, disadvantages, opportunities and threats of YZ Group, and analyzes how YZ Group stands in an invincible position in the fierce competition: first of all, Through the in-depth study of the macro and micro economic environment of YZ Group, we can understand the potential needs of the target consumer groups, thus making a theoretical summary of the development process and future development trend of Shandong YZ Group. Secondly, This paper deeply analyzes the existing operation strategy of YZ Group, and establishes and provides theoretical basis for other similar enterprises. Shandong YZ Group should further use the marketing mix planning group's operation strategy, while occupying the local mass market as much as possible, adhere to the high-end positioning and development of the mass market: pay attention to product differentiation, Focus on the development of core business, maintain the shopping center sales advantages; increase the experience of projects, enhance the consumption loyalty of advantage business; integrate the emerging business model to promote e-commerce trading platform; develop and introduce catering and functional projects, Realize the upgrade of the business form. Deepen marketing diversification, strengthen brand core value dissemination, service upgrade, data precision marketing and service innovation optimization, marketing channel diversification, strengthen experience interactive activities and network communication platform, different industry alliance, share resources, Extend the carrier of marketing communication platform. Focus on the channel, adhere to intensive cultivation of the eastern market, priority combination at the regional level, adhere to intensive development, key breakthrough, adhere to accurate channel positioning, differentiation and directed investment strategy, Adhere to the focus on the ecological reconstruction of channels under the high-efficiency consumption reform. By reforming the development model and innovating the management mode, the Shandong YZ Group can adapt to the changing external environment, strengthen its ability to meet the challenges and cope with the competition, and realize the quality and benefit development of the Shandong YZ Group. To maintain the Group's leading position in the retail industry in Shandong Province.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F272;F724.2

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