市场营销策略.doc

Marketing Strategy 市场营销策略 An extensive competition survey is the first step in opening a new market. We must formalize a plan and merchandise assessment on how to make our Wal-Mart opening fit the needs of our new Customers within our trade territory. 新商场开业的第一步是进行广泛的市场调查。关于沃尔玛新商场如何在新领域中满足新顾客的需求，必须有一个固定的计划形式和销售预测。 Marketing Strategy Process: 市场营销策略的内容： Who is our competition? 我们与谁竞争？ Shop all retail outlets available from department stores to food stores to specialty Stores. We need a working knowledge of the local brands, methods of display, depth of assortments to begin our strategy. 我们的策略应从了解当地的品牌、商品陈列方式、商品的构成方式等开始。 Shop as often as possible on different days and at different times of the day to see differences. 尽可能频繁地在不同时间、同一天的不同时段到商场购物，更多地了解差异。 What are the strengths of each competitor? 对手的长处在哪儿？ Determine why the Customers shop in each Store. 了解顾客去各家商场购物的原因。 If price, look at tabs, in-store signing, features, private versus brand items. 是因为价格（从标签上可以了解）、店内标志、特别展示商品、还是使用店内商标的名牌商品？ If atmosphere, look at colors used within store, creative display technologies, presentation of product. 是因为商场内的气氛（注意店内色调），陈列技巧或是商品的陈列方式？ If assortment, look deeper into items for number of SKUs per category, price comparisons from low to high, amount of space devoted to each category. 或是因为商品种类？深入了解每类商品的总数、进行从低到高的价格比较、了解每类商品所占的空间。 If customer service, look into staffing of each department, study caliber of Associates and their product knowledge, pay attention to Customers questions and how Store Associates answer. 是因为顾客服务？－了解每个部门的人员安排，工作人员的能力，对商品的了解程度，对顾 客问题的重视程度及回答顾客的方式。 Begin a diary for each competitor listing their strengths. 将每位竞争对手的长处分别列举出来。 What are weaknesses of each competitor? 对手的短处是什么？ Study where competition is failing so we might better capitalize in our Stores. Look at ease of shopping modulars, Store conditions, inventory turns, in-stock, etc. 了解货架陈列、商场条件、存货周转、现货情况等。 Also add these comments to your diary for each competitor. 将对手的短处与长处列在一起。 Begin a department by d