JY百貨公司的營銷策略研究
發(fā)布時間：2018-10-12 20:38
【摘要】：市場是企業(yè)的命脈,離開了市場的企業(yè)是沒有辦法生存的。因此對于市場環(huán)境的研究以及及時發(fā)現(xiàn)企業(yè)在營銷過程中出現(xiàn)的問題和機遇,向企業(yè)決策者提供準確、可靠、有效的信息,使其能做出正確的市場營銷決策顯得格外重要。而JY百貨公司作為最早進入南京的大型綜合性百貨公司之一,完全商業(yè)控股,面對陸續(xù)入駐南京并形成規(guī)�；纳虡I(yè)綜合體(萬達、德基、沃爾瑪、家樂福)等以及淘寶網(wǎng)、京東商城等電商行業(yè)的競爭,對其進行營銷策略研究,將對南京百貨行業(yè)的發(fā)展有著非常重要的意義。本文先從選題背景,選題意義為切入點,采用理論研究和問卷調(diào)查相結(jié)合的方法,綜述了國內(nèi)外各大型百貨營銷策略的研究理論和相關(guān)成果,奠定了理論研究的基礎(chǔ),再從市場營銷的角度,針對JY百貨公司的營銷策略進行研究。通過對JY百貨公司營銷現(xiàn)狀的介紹,對其客戶及競爭對手進行分析,了解公司在營銷過程中面臨的新環(huán)境。JY百貨公司自1996年成立以來,專注發(fā)展中高端時尚百貨,銷售業(yè)績一直位于行業(yè)前列,更有過躋身全國百貨業(yè)績前十的輝煌。然而,在新的市場形勢下,近幾年公司業(yè)績有所下滑,在可持續(xù)發(fā)展中遇到了瓶頸。本文在深入調(diào)研分析JY百貨公司營銷環(huán)境的基礎(chǔ)之上,提出目前公司在市場營銷過程中存在的問題：包括市場定位略有偏差；消費者體驗不夠豐富；網(wǎng)絡(luò)渠道稍顯狹窄；營銷人才相對短缺等。針對存在的問題進行了深入的原因剖析,包括消費需求分類不夠細致；市場價格體系不夠完善；各類市場數(shù)據(jù)缺乏整合；員工薪酬體系不夠健全等。針對JY百貨市場營銷中存在的問題及原因,提出針對性的營銷策略：合理調(diào)整市場定位,實施差異化的定價,掌握客戶需求信息,拓寬網(wǎng)絡(luò)購物渠道,開拓嶄新營銷領(lǐng)域,優(yōu)化現(xiàn)有激勵制度等。
[Abstract]:The market is the lifeblood of the enterprise, the enterprise that left the market is unable to survive. Therefore, it is very important to study the market environment and find out the problems and opportunities that appear in the marketing process in time, to provide the decision makers with accurate, reliable and effective information, so that they can make the correct marketing decisions. As one of the first large and comprehensive department stores in Nanjing, JY department stores are fully commercially controlled, and in the face of large-scale commercial complexes (Wanda, Dekey, Wal-Mart, Carrefour) and Taobao, they have gradually entered Nanjing and formed a large-scale business complex, such as Wanda, Deci, Walmart, Carrefour, etc., as well as Taobao. The study on the marketing strategy of the e-commerce industry such as JingDong Mall will be of great significance to the development of Nanjing Department Store. This paper first from the background of the topic, the significance of the topic as a breakthrough point, using the method of theoretical research and questionnaire survey, summarized the domestic and foreign large department store marketing strategy research theory and related results, laid the foundation of theoretical research. From the point of view of marketing, the marketing strategy of JY department store is studied. By introducing the current marketing situation of JY department store, analyzing its customers and competitors, we can find out the new environment that the company faces in the marketing process. JY department store has been focusing on the development of high-end fashion department stores since its establishment in 1996. Sales performance has been in the forefront of the industry, but also into the top 10 of the national department sales brilliant. However, in the new market situation, the company's performance has declined in recent years, encountered a bottleneck in sustainable development. On the basis of in-depth investigation and analysis of the marketing environment of JY department stores, this paper points out the problems existing in the marketing process of the company: including the slight deviation of market positioning, the lack of rich consumer experience, the narrow network channels; The relative shortage of marketing talents and so on. In view of the existing problems, in-depth analysis of the reasons, including the classification of consumer demand is not enough detailed; market price system is not perfect; all kinds of market data lack of integration; employee compensation system is not perfect and so on. Aiming at the problems and reasons in the marketing of JY department store, the paper puts forward the corresponding marketing strategies: adjusting the market position reasonably, implementing the differential pricing, mastering the customer demand information, widening the network shopping channel, and opening up a new marketing field. Optimize the existing incentive system and so on.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F721
本文編號：2267517
[Abstract]:The market is the lifeblood of the enterprise, the enterprise that left the market is unable to survive. Therefore, it is very important to study the market environment and find out the problems and opportunities that appear in the marketing process in time, to provide the decision makers with accurate, reliable and effective information, so that they can make the correct marketing decisions. As one of the first large and comprehensive department stores in Nanjing, JY department stores are fully commercially controlled, and in the face of large-scale commercial complexes (Wanda, Dekey, Wal-Mart, Carrefour) and Taobao, they have gradually entered Nanjing and formed a large-scale business complex, such as Wanda, Deci, Walmart, Carrefour, etc., as well as Taobao. The study on the marketing strategy of the e-commerce industry such as JingDong Mall will be of great significance to the development of Nanjing Department Store. This paper first from the background of the topic, the significance of the topic as a breakthrough point, using the method of theoretical research and questionnaire survey, summarized the domestic and foreign large department store marketing strategy research theory and related results, laid the foundation of theoretical research. From the point of view of marketing, the marketing strategy of JY department store is studied. By introducing the current marketing situation of JY department store, analyzing its customers and competitors, we can find out the new environment that the company faces in the marketing process. JY department store has been focusing on the development of high-end fashion department stores since its establishment in 1996. Sales performance has been in the forefront of the industry, but also into the top 10 of the national department sales brilliant. However, in the new market situation, the company's performance has declined in recent years, encountered a bottleneck in sustainable development. On the basis of in-depth investigation and analysis of the marketing environment of JY department stores, this paper points out the problems existing in the marketing process of the company: including the slight deviation of market positioning, the lack of rich consumer experience, the narrow network channels; The relative shortage of marketing talents and so on. In view of the existing problems, in-depth analysis of the reasons, including the classification of consumer demand is not enough detailed; market price system is not perfect; all kinds of market data lack of integration; employee compensation system is not perfect and so on. Aiming at the problems and reasons in the marketing of JY department store, the paper puts forward the corresponding marketing strategies: adjusting the market position reasonably, implementing the differential pricing, mastering the customer demand information, widening the network shopping channel, and opening up a new marketing field. Optimize the existing incentive system and so on.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F721
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