第四章晋城商超集团营销战略改进-中国政法大学MBA.docVIP

中国政法大学硕士学位论文 晋城商超集团营销战略研究 STYLEREF 标题 1 \* MERGEFORMAT 摘 要 PAGE 42 PAGE I 论文编号： 晋城商超集团营销战略研究 都伟毅 中国政法大学研究生院 二○一六年三月 晋城商超集团营销战略研究 摘 要 晋城商超集团是一家晋城市区域性零售业龙头企业，随着网购的普及和竞争者的进入，集团发展的竞争压力逐渐加大，进入了买方市场和微利时代，这要求集团改变过去传统的、交易式的营销战略，改善经营管理策略。本文基于晋城商超集团的营销现状，运用营销理论来完善晋城商超集团的营销战略。 本文首先对晋城商超集团企业情况，社会资源，人力资源，晋城商超集团营销现状进行阐述，从晋城商超集团的实际经营状况出发，使用PEST对所处的零售行业的宏观环境进行分析，结合五力模型找出公司发展的营销竞争情况，通过对晋城商超集团营销调查，指出目前公司营销存在的问题，应用SWOT分析方法提出公司的营销战略，指出晋城商超集团应改善各个相关主体的关系、提升服务品质、增强顾客体验、加快网站建设进程。最后应用市场营销理论中关系营销理论、服务营销理论、网络营销理论等理论知识，对晋城商超集团的营销战略进行优化，区分晋城商超集团不同的关系主体，包括顾客关系、供应商关系、内部员工关系、政府关系、竞争者关系后识别不同关系主体的需求，形成相应的关系营销策略，实现多关系主体的满意。循序渐进地设计出一组适合晋城商超集团的基于关系营销的市场营销战略，并给出了实施保障措施，保证营销战略的施行。 关键词：关系营销，营销战略，服务营销，晋城商超集团 RESEARCH OF SUPER JINCHENG GROUP MARKETING STRATEGY ABSTRACT Super Jincheng Group is a super regional retail enterprise. Along with the popularity of online shopping and the entry of competitors, competitive pressures from the development of the Group has gradually increased, and it has entered a buyers market and low-profit era, which requires the Group to change the traditional , transactional marketing strategies and improve its management strategy. Based on the marketing present situation of super Jincheng Group, this thesis aims to use the marketing theory to improve the Group’s marketing strategy. This dissertation illustrates the social resources and human resources of super Jincheng Group, and at the same time expounds the present situation and problems of marketing, starting from the actual operating conditions of Jincheng Business Super Group and using PEST to analyze the macro-environment of the retail industry. It’s also to find out about the marketing competition of the development of the company combined with the five models. By means of marketing survey, it points out the problems existing in the marketing of the company at present and puts forward the marketing strategy of the company. Through using the analysis method of SWOT, it tries to point o