本文選題：微利時代　切入點：促銷疲軟　出處：《哈爾濱工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來，我國零售業(yè)發(fā)展迅速，成為國民經(jīng)濟(jì)的重要組成部分。但隨著競爭的日趨白熱化，在經(jīng)濟(jì)增速下滑和電商崛起的雙重夾擊下，零售行業(yè)已經(jīng)走向微利時代。如何在激烈的市場競爭中爭得更多的市場份額，讓企業(yè)再次步入良性軌道并立于不敗之地，將是所有從商者亟須解決的問題。 哈爾濱市同等定位的店鋪有十余家，普遍存在市場定位相近、商品異曲同工、營銷活動無新意、盲目“跟風(fēng)”等現(xiàn)象，使哈市整體商業(yè)市場呈現(xiàn)促銷疲軟態(tài)勢。本文首先簡要評價了國內(nèi)外研究現(xiàn)狀，，并分別從企業(yè)簡介、產(chǎn)品特點、樓層分布等方面具體闡述了新一百營銷現(xiàn)狀，重點分析新一百的營銷結(jié)構(gòu)、產(chǎn)品結(jié)構(gòu)、產(chǎn)品價格以及產(chǎn)品促銷等，同時列出新一百開業(yè)至今銷售額，并主要針對2013年的幾檔大型促銷活動進(jìn)行了細(xì)致的對比分析。此外，對企業(yè)的政治、經(jīng)濟(jì)、文化、技術(shù)環(huán)境進(jìn)行簡要分析，基于企業(yè)的競爭對手、消費客戶采用SWOT分析法對店鋪進(jìn)行全方位、多角度的剖析，并從產(chǎn)品、價格、促銷、渠道四個方面指出哈爾濱新一百營銷所面臨的問題。針對企業(yè)營銷存在的問題，制定了新的產(chǎn)品策略、價格策略、促銷策略以及溝通策略，包括積極轉(zhuǎn)變營銷理念，構(gòu)建新的營銷組織機(jī)構(gòu)，建立嚴(yán)格的管理制度以及培訓(xùn)、考核、激勵等相關(guān)環(huán)節(jié)。 商業(yè)營銷將步入精準(zhǔn)營銷時代，精確的市場定位、準(zhǔn)確的營銷策略將收獲意想不到的營銷效果。新一百營銷策略的轉(zhuǎn)變勢必為企業(yè)注入新鮮血液，對其“一站式”消費的營銷模式及同等店鋪的營銷發(fā)展將起到指導(dǎo)性意義。
[Abstract]:In recent years, China's retail industry has developed rapidly and become an important part of the national economy. The retail industry has entered the era of micro-profit. How to win more market share in the fierce market competition and make the enterprise enter the benign track and remain invincible again will be the urgent problem that all the merchants should solve. There are more than a dozen shops with the same positioning in Harbin. There are many phenomena such as similar market positioning, similar commodities, no new marketing activities, blind "following the wind" and so on. This paper first briefly evaluates the domestic and foreign research situation, and elaborates the new 100 marketing situation from the aspects of enterprise profile, product characteristics, floor distribution and so on. This paper mainly analyzes the marketing structure, product structure, product price and product promotion of the new 100, and lists the sales of the new 100 so far, and makes a detailed comparison and analysis of several large-scale sales promotion activities in 2013. This paper briefly analyzes the political, economic, cultural and technological environment of the enterprise. Based on the competitors of the enterprise, the consumer adopts the SWOT analysis method to analyze the shop from all directions and from many angles, and from the product, the price, the promotion, Aiming at the problems existing in the marketing of Harbin New 100, the author formulates new product strategy, price strategy, promotion strategy and communication strategy, including the positive change of marketing concept. Build new marketing organization, establish strict management system, training, examination, incentive and other related links. Commercial marketing will step into the era of precision marketing, accurate market positioning, accurate marketing strategy will reap unexpected marketing results. The new 100 marketing strategy transformation is bound to inject fresh blood for enterprises, It will play a guiding role in its "one-stop" consumption marketing mode and the marketing development of the same shops.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F724.2

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