市场营销-连锁企业营销策略研究——以名创优品为例论文.docx

连锁企业营销策略研究——以名创优品为例 【摘要】 随着科技不断发展，目前我国已经进入网络化的时代，对我国的经济社会发展产生了很重要的推进作用，同时网络化触发了电子商务的发展，从而对我国传统的连锁企业产生了巨大的冲击。受传统连锁企业的营销观念的影响，导致现代连锁企业发展过程中有些乏力，因此，唯有改变营销策略才能够让连锁企业持续发展。本文以名创优品为个例，利用名创优品更好地将连锁企业发展现状、趋势、营销中存在的问题以及营销对策体现出来。 论文首先简析中国连锁行业的发展史，再对近五年的连锁经营行业的现状进行分析，得出连锁企业销售额增幅上升、低线市场发展稳健、大型超市和百货店发展平稳，便利店迅速上升的结果。通过分析得出连锁百强企业线上销售额在企业总销售额比重逐年上升、品牌电商大力发展线下平台，连锁零售开展电商服务、供应链服务创新，结合新零售的线上、线下和物流的特点，引出新零售将成为连锁企业的发展模式的发展趋势。通过对国外的连锁企业营销分析，将国内外的营销对比，引出国内的连锁企业发展速度慢，销售规模较小、门店数量与地域分布比例小、品牌维护差、营销渠道分布不均匀的问题，进而提出相对应的营销策略。 【关键词】连锁企业；营销策略；名创优品；新零售 注：本论文（设计）题目来源于学生的校级科研项目，项目编号为：。 Research on Marketing Strategy of Chain Enterprises -- Taking MINISO as an Example [Abstract] With the continuous development of science and technology, China has entered the era of networking, which has played a very important role in promoting Chinas economic and social development. At the same time, networking has triggered the development of electronic commerce, thus has had the huge impact to our country tradition chain enterprise. Influenced by the marketing concept of traditional chain enterprises, the development of modern chain enterprises is a little weak, therefore, only by changing the marketing strategy can the chain enterprises continue to develop. In this paper, taking famous brand as an example, the author studies the marketing strategy of famous brand, and then puts forward the marketing strategy suitable for the development of modern chain enterprises. First, the paper briefly analyzes the development history of Chinas chain industry, and then analyzes the current situation of the chain business industry in the past five years. It concludes that the sales growth of chain enterprises has increased, the low-line market has developed steadily, and the development of large supermarkets and department stores has been stable, as a result of the rapid rise of convenience stores. Through the analysis, it is concluded that the online sales of the top 100 chain enterprises are increasing year by year in the pro