百货商场营销策略研究.docx

毕 业 论文题目：巴东金马百货营销策略研究姓　 名：学　 号： 2014030448026学 院： 商务学院 专 业： 市场营销 指 导 教 师：协助指导教师：2016年5月16日摘要随着全球经济的发展，电商、互联网的进步，淘宝、京东、当当网等电商如雨后春笋一般出现在各大网络平台，传统百货所面临的竞争已经开始从实体店与实体店的竞争转变到实体店与实体店、电商之间的竞争。面对电商巨大冲击的同时，外商零售业也纷纷进入中国市场，导致我国百货零售业不仅面临着国内不同业态竞争，还面临着国外零售巨头的竞争。在多重的竞争压力下，商业百货只有从自身角度和国内外实际情况出发，不断地改革、创新，寻找新的突破口，才能寻找到自身发展的道路。营销策略作为营销管理体系的一部分，对企业的发展起到重要的促进作用。因此，本文首先对该领域的理论研究进行了相关回顾，为本文做一个理论的支撑。其次，本文对巴东金马百货的外部环境和内部环境进行了一个详细的分析，比较了一下内外的优势和劣势。再次，运用STP理论对巴东金马百货进行了一个市场细分，选择了适合自身和发展前景的目标市场，针对目标市场进行了一个市场定位。最后，运用4PS理论从产品、价格、渠道、促销四个方面为巴东金马百货制定了新的适合自身发展的营销策略。关键词：金马百货营销策略对策建议AbstractWith the development of the global economy, the progress of e-commerce, Internet, Taobao, Jingdong, dangdang, have sprung up in General appeared in major network platforms, traditional department store has faced competition from stores and stores changes to the store and real competition between stores, electrical contractor. Electric shock at the same time, foreign retailers have entered the Chinese market, Chinas retailing is not only facing the domestic industry competition, also face foreign competition in the retail giants. In multiple under the pressure of competition, commercial merchandise only from their own angle and the actual situation at home and abroad, continue to reform and innovation, find new breakthrough can find their own development path. Marketing strategies as part of the marketing management system, plays an important role in promoting the development of enterprises. Therefore, this article first reviews the theoretical research in this field, making a theory for this support. Secondly, Padang jinma department store environment and a detailed analysis of the internal environment, compared the advantages and disadvantages of both inside and outside. Again, using the theory of STP on Patong gold horse department store was a market segment, selected for their target market and development prospect, a market position for the target market. Finally,