4C视角下商场营销现状及策略分析毕业论文.docVIP

毕业论文 （20_ _届） 4C视角下商场营销现状及策略分析 摘 要 随着人们生活条件的不断改善，购买力的不断提高，直接刺激了人们对各种商品的需求。桐乡属于桐乡的一个县级市，它作为中国百强县，发展潜力尤为巨大。虽然比起宁波，杭州这样的省会级城市有很大差距，但近年来，桐乡的一些商场，步行街等已经逐渐满足不了桐乡市民的消费水平，由于桐乡距离杭州，上海较近，许多市民购物时开始选择到这些有大型商商厦，广场的地方，这些地方不仅商品种类众多，而且打折力度较大，这时，桐乡在这些方面的发展显得尤为重要。 桐乡东兴商厦建立于1996年，建立之后，许多商铺，住宅围绕其慢慢发展起来，东兴商厦逐渐成为桐乡的市中心，它在这几年经过大大小小无数次的发展，已经逐渐向一些大型商厦的水平靠拢，特别是经过这几个月刚刚进行的装修，不仅扩大了商厦面积，并且引入了许多以前没有的化妆品，珠宝，服装，电器品牌，更是开始尝试涉足饮食行业，在一楼开设了必胜客，效果颇为喜人。 在本文中，我将在“4C”营销理论的视角下，以桐乡东兴商厦为例，结合以往的文献资料，具体的实际调查，分析东兴商厦的优势劣势，在桐乡发展过程中它讲面临的机遇和挑战，最后提出对东兴商厦的一些改进意见和建议。Abstract As people living conditions, the constant improvement of the purchasing power of unceasing enhancement, the direct stimulation people to the various commodities demand. Tongxiang belongs to a county-level Jiaxing as China, it is especially great potential for development in China. Although compared with the capital of Ningbo, Hangzhou such a large gap, grade cities but in recent years, some of the mall, pedestrian street Tongxiang such has gradually cant satisfy the Tongxiang residents consumption level, because from Hangzhou, Shanghai city Tongxiang, many citizens shopping is close to begin to choose to these large quotient malls, square, these places where many commodities not only, and discount larger efforts, at this time, all these aspects of development in Tongxiang appear especially important. Tongxiang large malls), established in 1996, after the establishment, many shops, residential surrounding its firmer, the large malls gradually become Tongxiang city center, it in this years after greatly small countless times development, has gradually to the level of some large malls close, especially after this a few months just to decorate, not only expanded malls area, and introduces many havent cosmetics, jewelry and clothing, electric brand, also began to try sortie diet industry, on the first floor, the effect is rather opened pizza hut is encouraging. In this paper, I will be in 4C marketing theory perspective, the large shopping malls