本文關(guān)鍵詞： 長春歐亞賣場 服務(wù)營銷 營銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國商業(yè)的飛速發(fā)展,我國以百貨業(yè)為主導(dǎo)的商業(yè)模式在近百年時代的不斷改革與變遷中不斷完善與成長,行之有效的營銷策略為推動商業(yè)的發(fā)展和進(jìn)步在每個階段性的發(fā)展歷程中都起著至關(guān)重要的作用。我國進(jìn)入WTO以后,外資商業(yè)百貨大批涌入中國市場,它們以先進(jìn)的管理理念、行之有效的營銷策略搶占著國內(nèi)市場份額,我國百貨行業(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,消費者可支配收入持續(xù)增加,伴隨著百姓購買力的不斷提升,人們在購物需求上已經(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。這種趨勢帶動了市場商業(yè)結(jié)構(gòu)的不斷升級,消費者的需求日益多樣化,從而賣場一站式嶄新的購物模式應(yīng)運而生。首先,本文通過分析長春歐亞賣場營銷現(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)果來看,長春歐亞賣場具有強(qiáng)大的品牌優(yōu)勢,這也為長春歐亞賣場成功實施品牌戰(zhàn)略提供了保障。其次,本文根據(jù)消費者和商家等變量為歐亞賣場進(jìn)行了目標(biāo)市場細(xì)分,目標(biāo)市場選擇和目標(biāo)市場定位。再次,本文根據(jù)服務(wù)營銷等基礎(chǔ)理論的合理運用,為長春歐亞賣場制定了行之有效的營銷策略。最后,本文分別從企業(yè)文化、人力資源體系和資金三個方面,為長春歐亞賣場制定了營銷保障措施。為長春歐亞賣場在商業(yè)領(lǐng)域進(jìn)一步發(fā)展,加大市場占有率、拓展全國商業(yè)市場打下堅實的基礎(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打造獨有品牌,增強(qiáng)營銷活動創(chuàng)新意識才能在激烈的市場競爭中提升消費者對企業(yè)的忠誠度。(2)一個商場的品牌層次很重要,它代表著企業(yè)在行業(yè)市場中的地位,消費者更喜歡選擇擁有更多國際頂尖奢侈品牌和國內(nèi)外優(yōu)質(zhì)品牌的綜合型商場去購物。(3)消費者在購物期間對產(chǎn)品和服務(wù)的滿意度及動線產(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)化購物環(huán)境,制定有效的營銷動線,建立完善的服務(wù)體系,增強(qiáng)服務(wù)營銷創(chuàng)新意識,在VIP會員辦理和客戶管理上彰顯顧客地位,拓展會員增值服務(wù)才能更好地迎合市場需求。(4)互聯(lián)網(wǎng)商業(yè)時代,消費者更習(xí)慣通過互聯(lián)網(wǎng)平臺和外界進(jìn)行溝通。百貨企業(yè)不僅要做好電子商務(wù)平臺,同時涉足O2O網(wǎng)絡(luò)營銷模式,打通線上線下營銷渠道,提升線上渠道微信、微博等電商宣傳效果及經(jīng)營能力和線下渠道實體店優(yōu)勢有效互補(bǔ),助推著互聯(lián)網(wǎng)時代商業(yè)的發(fā)展。由此,本文從服務(wù)營銷理念出發(fā),通過優(yōu)化及擴(kuò)充企業(yè)產(chǎn)品線、采用迎合市場的價格策略、規(guī)劃合理有效的營銷動線、打造優(yōu)質(zhì)貼心的購物環(huán)境、打通互聯(lián)網(wǎng)O2O營銷渠道、增強(qiáng)營銷活動的創(chuàng)新意識、建立完善的服務(wù)營銷體系等七個方面,為長春歐亞賣場在商業(yè)領(lǐng)域進(jìn)一步發(fā)展,加大市場占有率,拓展全國商業(yè)市場提出了營銷建議。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F721

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