抄袭王府井百货促销策略分析(精选).docx

论文题目：《王府井百货网上商城促销策略研究》作??者：?指导老师：专??业：??市场营销摘要二十世纪九十年代以来，飞速发展的国际互联网在全球范围内迅猛发展，推动了电子商务、网络经济的飞速发展，一种区别于传统营销，以网络为载体的全新的营销方式网络营销日益受到重视，并得到飞速的发展，使得近年来许多国内外企业在短期内迅速成长壮大并发展成为知名品牌。电器业的不断发展，信息的不断通畅，使得消费者的选择越来越多，若还停留在原地踏步，那只有看着别人的份儿，网络营销则为百货企业创造了良好的发展空间。作为中国百货零售业的领先企业，王府井百货一直以细致缜密的超前战略和前后台同步配套实施的发展策略而在喧嚣热闹的百货连锁业内显得异常稳健，但因为互联网毕竟是一个虚拟化的世界以及百货巨头之间竞争白热化等弊端，使得王府井百货网络营销的发展面临着无可避免的一些问题。本文从分析百货行业网络营销的发展现状出发，对王府井百货网络营销的发展和策略进行全面研究，客观研究分析其发展中存在的问题。问题主要表现在信用体系有待完善、同行业竞争白热化、渠道方面、“在线销售”的认知、线上线下产品种类和定价等方面。然后根据王府井百货网络营销的实际情况，就这些问题的改善措施进行了科学的探讨，提出了包括网络营销与传统营销互补、加强合作关系、加强传统渠道与网络渠道的合作、品牌的影响力、异化产品和差异化促销这五大方面的对策和建议。关键词：百货网络营销；王府井百货；网络营销策略AbstractSince the 1990 s, the rapid development of the Internet in the global scope rapid development, promoted the rapid development of electronic commerce and network economy, a different from traditional marketing, network as the carrier of the new marketing way ? ? network marketing is becoming more and more attention, and get a rapid development, at home and abroad in recent years many enterprises grow rapidly in a short time and become a famous brand. The continuous development of the electronics industry, information of unobstructed, making more and more consumer choice, if still in marking time, that the sheepare watching others, network marketing is a department to create a good space for development. As Chinas leading department store retail enterprise, wangfujing department store has always with meticulous rigorous advanced strategy and Taiwan before and after the synchronous supporting the implementation of the development strategy in the hustle and bustle of busy chain store industry appear abnormal sound, but, after all, because the Internet is a virtual world and drawbacks such as the giant department white-hot competition between makes the development of wangfujing department store network marketing is faced with inevitable problems.Based on the analysis to the development of network Marketing Department store industry present situation, the wang