本文選題：會員制營銷 + 民營書店��； 參考：《河北工業(yè)大學》2013年碩士論文

【摘要】：回顧30年中國企業(yè)的發(fā)展，可以看到借助市場開放和政策推動而成功的企業(yè)很多，這些企業(yè)能夠把握機會并尋找自己的市場位置。然而隨著科技的高速發(fā)展、外部經(jīng)濟環(huán)境的變幻莫測成為我們這個時代影響企業(yè)經(jīng)營的關(guān)鍵因素。民營書店在歷史的大背景下，從單一圖書售賣到個性化的圖書服務，從實體連鎖店到網(wǎng)絡售書。社會的不斷發(fā)展，市場的競爭加劇，民營書店的經(jīng)營者不得不尋找自己的生存之道。 TY圖書有限公司的創(chuàng)立者通過對消費者需求的分析，確定了目標群體，將圖書售賣與咨詢服務相結(jié)合。通過專業(yè)的服務，幫助經(jīng)理人節(jié)省時間、節(jié)省精力，提高閱讀效率。在時間稀缺、知識爆炸的當今，有篩選的閱讀是一種趨勢，尤其對于綜合素質(zhì)和能力自我要求很高的經(jīng)理人，TY圖書正是順應這種趨勢抓住機遇在民營圖書市場不是很景氣的今天，能夠一步一步擴大自己的市場份額，得到市場的認可。 TY圖書有限公司在民營書店中極具代表性，采用的會員制的銷售策略。本文運用SWOT分析法，對TY圖書有限公司進行了分析。其內(nèi)部優(yōu)勢體現(xiàn)在優(yōu)秀的團隊，廣泛的購書渠道，差異化的營銷方式，獨具優(yōu)勢的連鎖的商學院書店，；內(nèi)部劣勢主要為會員卡價位較高，一線人員的素質(zhì)有待提高，“銷售為王，業(yè)績第一”帶來的銷售人員的惡性競爭；外部機遇主要包括國內(nèi)良好經(jīng)濟環(huán)境，圖書行業(yè)與管理培訓業(yè)的良好前景及國內(nèi)商學院的開設；外部威脅表現(xiàn)為網(wǎng)絡書店的迅速發(fā)展及與TY圖書有限公司完全類似企業(yè)的出現(xiàn)。 會員制營銷要求企業(yè)必須滿足客戶需求，體現(xiàn)客戶價值。TY圖書有限公司的會員制營銷還沒有發(fā)揮出應有的特色，存在著一些不足。針對公司的目前的營銷現(xiàn)狀，分析其在營銷策略上存在的不足。在SWOT分析的基礎上得出對其營銷策略的改進建議。最后本文從7PS營銷策略的幾個個方面：產(chǎn)品策略，價格策略，，促銷策略，人員及服務策略方面對TY圖書有限公司的營銷策略提出了具體的改進方案。
[Abstract]:Looking back on the development of Chinese enterprises over the past 30 years, we can see that many enterprises have been successful through market opening and policy promotion, and these enterprises have been able to seize the opportunity and seek their own market position. However, with the rapid development of science and technology, the unpredictable external economic environment has become a key factor affecting the management of enterprises. Under the background of history, private bookstores sell books from a single book to a personalized book service, from a chain store to a network. With the development of society and the intensification of market competition, the operators of private bookstores have to find their own way to survive. The founder of TY Books Co., Ltd., through the analysis of consumer needs, identified the target group and combined book sales with consulting services. Help managers save time, energy and reading efficiency through professional service. At a time when time is scarce and knowledge explodes, sifting reading is a trend. Especially for the managers with high self-requirement of comprehensive quality and ability, TY books can follow this trend and seize the opportunity. Today, when the private book market is not very prosperous, it can expand its market share step by step and get the recognition of the market. TY Books Co., Ltd. in private bookstores very representative, the use of membership sales strategy. This paper uses SWOT analysis to analyze TY Books Co., Ltd. Its internal advantages are reflected in excellent teams, extensive book-buying channels, differentiated marketing methods, unique advantages of chain business school bookstores, internal disadvantages are mainly membership card higher price, the quality of front-line personnel needs to be improved. "sales is king, performance first" brings the vicious competition of sales personnel, the external opportunity mainly includes the domestic good economic environment, the good prospect of the book industry and the management training industry and the opening of the domestic business school; The external threats are the rapid development of online bookstores and the emergence of similar enterprises with TY Books Co., Ltd. Membership marketing requires enterprises to meet the needs of customers. The membership marketing of customer value. TY Books Co., Ltd. has not yet played its due characteristics, there are some shortcomings. According to the current marketing situation of the company, the shortcomings of its marketing strategy are analyzed. On the basis of SWOT analysis, some suggestions for improving its marketing strategy are given. Finally, this paper puts forward the concrete improvement scheme of TY Books Co., Ltd from several aspects of 7PS marketing strategy: product strategy, price strategy, promotion strategy, personnel and service strategy.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G239.2-F

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