实体店在网购时代背景下的营销策略摘要.docVIP

本科毕业论文 题目： 实体店在“网购时代”背景下的营销 策略 学院： 经济学院 班级： 10级国际经济与贸易2班 姓名： 张秋文 指导教师： 陈平 职称： 完成日期： 2014 年 5 月 5 日  实体店在“网购时代”背景下的营销策略 摘要：随着我国改革开放30多年以来，经济得到迅速的提升。得益于技术的快速发展，网络力量和虚拟经济得以光速的速度在飞速发展，致使消费者不再局限于实体店购物，特别是年青一代更乐于接受网购带给他们快乐和便捷。根据《中国零售业发展报告2013》，去年国内网络零售销售规模达1.31万亿元，同比增长67.5%，占当年社会消费品零售总额的6.23%，比2011年提高近2个百分点。这使实体店销售额遭到了冲击。全国连锁百强销售额去年占社会消费品零售总额的9%，比上年下降2.2个百分点，为2003年以来首次出现比重下降的情况。The entity shop online shopping in the context of marketing strategy Abstract : Along with our country reform and open policy 30 years, the economy improved rapidly. Thanks to the rapid development of technology, the network strength and the virtual economy to the speed of light in the rapid development of the consumer is no longer limited to the store shopping, especially the younger generation is more willing to accept online shopping brings them joy and ease. According to the Chinas retail business development report 2013, domestic retail sales network of 1.31 trillion China Yuan year, up 67.5% from a year earlier, accounting for 6.23% of the total retail sales of social consumer goods, nearly 2% higher than that of 2011. The entity shop sales by the impact. National chain top sales accounted for 9% of total retail sales of social consumer goods last year, falling by 2.2% over the previous year, for the first time since 2003 a drop in weight. The advent of the era of online shopping powerful impact on the entity shop, if you cant fully make good marketing strategy, the market share of physical stores will gradually be online possession. According to the above situation, this article will analysis online and entity shop, the difference between the advantages and disadvantages, and then analyze the coping strategies. Key words : The entity shop；Online store；Marketing strategy 目录 前 沿 5 第一章 导论 6 第1.1节研究背景 6 第1,2节 研究目的与意义 6 第二章 实体店的发展现状及与虚拟店的