连锁企业营销问题研究.docVIP

PAGE 分类号：C939 2011届本科生毕业论文 题目：连锁企业的营销问题研究 作 者 姓 名： 宋 绍 胜 学 号： 2007030531 系(院)、专业： 经济管理学院、市场营销 指导教师姓名： 朱 娟 指导教师职称： 讲 师 2010年12月28日 Classification Number： C939 2011 Undergraduate Graduation Thesis Title: The Research on Chain Enterprises Marketing Name： Shaosheng Song Number： 2007030531 Department、specialty：Economy Manage、Marketing Tutor name： Juan Zhu Tutor title： Lecturer 2010.12.28 摘 要 连锁企业是指企业或企业集团以同样的方式、同样的价格和多处同样命名的店铺里出售某一类或品牌商品或提供某种服务的经营模式，其具有无可比拟的营销优势，因此是迄今为止最具生命力的商业经营制度。本文首先简单介绍了连锁企业的基本类型，其次，探析了连锁企业所面临的营销缺陷，如连锁经营的产品优势被浪费、销售网络和渠道建设不完善和促销优势不被充分认识等等，最后，针对其营销缺陷提出了相关的营销策略，以期能够促进连锁企业营销水平的提升，从而促进连锁企业更好地发展。 关键词：连锁企业；品牌；营销策略 ABSTRACT Chain enterprise is the business model that shows enterprises or enterprise groups sell the same named brand of products or provide service with the same way, the same price and many shops which are same name. It has the incomparable marketing advantage, which makes it the most viable commercial operating system so far. Firstly, this paper briefly introduces the basic types of chain enterprises. Secondly, it analyzes marketing defects that the chain enterprises face, such as the product superiority of the chain enterprise has been wasted, sales network and channel construction are imperfect and promotional advantages are not fully understood and so on. Finally, according to its marketing defects, it puts forward relevant marketing strategy, which is expected to promote enterprise marketing so as to promote better development of chain enterprises. Key words: Chain Operation; Brand; Marketing Strategy 目 录 绪论 1 一、连锁企业的类型 1 （一）直营连锁 1 （二）特许连锁 1 （三）自由连锁 1 二、我国连锁经营企业的营销缺陷 2 （一）产品优势被浪费 2 （二）销售网络和渠道建设不完善 2 （三）促销优势不被充分认识 3 （四）品牌