百货公司市场营销策略研究毕业论文.docVIP

毕业论文 （2011届） 百货公司市场营销策略研究 摘 要 市场是企业的生命，没有市场的企业是无法生存下去的。对市场的研究可以及时发现企业在营销中的问题和机遇，向企业决策者提供准确、可靠和有效的信息，以便企业能做出正确的市场营销决策。随着宁波百货业的日益发展，对宁波现代百货公司的市场营销策略研究显得格外的重要。而宁波银泰百货作为宁波一家大型综合性百货公司，对其进行是市场研究将对宁波和宁波百货业今后的发展都有重要的意义。 本文在对宁波银泰百货的营销现状进行调查和分析的基础上，接着运用SWOT的分析方法更深入的了解宁波银泰百货的优势和劣势，所面临的机遇与挑战；总结出宁波银泰百货目前存在的问题：宁波银泰百货定位趋同现象仍较普遍，市场缺乏消费热点，服务意识薄弱等；最后提出宁波银泰百货宜采取的市场营销策略：首先，细分零售市场，明确市场定位；接着剖析顾客构成，掌握消费趋势；严把产品质量，控制进货渠道；然后拓展项目经营，设立网络营销；最后与国际接轨，以国际化引领潮流。 关键词：银泰百货；市场调研；营销策略 Abstract Market is the life, no market companies can not survive. Market research companies can discover problems and opportunities in marketing, business decision-makers to provide accurate, reliable and valid information so businesses can make the right marketing decisions. With the increasing development of the department store industry in Ningbo, Ningbo modern department store marketing strategy research is particularly important. And Ningbo, Ningbo Intime as a large comprehensive department stores, its study will Ningbo and Ningbo future development of department stores has important significance. In this paper, the marketing of Ningbo Intime investigation and analysis of the current situation, based on the use of SWOT analysis method and then a better understanding of Ningbo Intimes strengths and weaknesses, opportunities and challenges facing; summarized Ningbo Intime Current problems: Ningbo Intime positioning convergence are still quite common, the lack of hot consumer market, weak sense of service; Finally, Ningbo Intime marketing strategies to be taken: First, the retail market segment, a clear market positioning; Then, in-depth understanding of consumers, consumer trends to master; and development project management, the establishment of network marketing; the last line with international standards to international trends. Keywords: Intime; Market research; Marketing strategy 目 录 1 绪论.............................................................1 1.1论文研究的背景1 1.2宁波银泰百货公司介绍....................................