南京奥特莱斯门店的发展现状与展望.docVIP

编号 毕业设计（论文） 望与状 望 与 状 现 京 南 : 目 题 经官系 工商管理专业 学 号： 1095157 学生姓名： 陈胜 指导教师： 王征（职称：讲师） （职称： ） 二O—四年五月 南京金鹰奥特莱斯自2011年开业以来虽然已占据一定的市场份额，但仍与预期销兽额 相去甚远。本文的目的就是要通过对金鹰奥莱所处各种环境的综合分析，研究提出赛特奥 莱的营销组合策略，以助于企业实现更高的销售额，为满足H标消费群体的消费需求提供 支持。 本文首先结合南京地区实际环境，依托现代市场定位理论和企业管理等理论，深入分 析了南京赛特奥特莱斯购物屮心的宏观环境和竞争环境，掌握了企业所处的市场环境状 况。在此基础上将赛特奥莱的市场定位为：品位上层生活的郊外休闲购物小镇。最后，结 合研究结果和实际情况，分析了金鹰奥莱的营销组合策略。 本文以南京金鹰奥特莱斯为例，在对苏发展概况进行介绍的基础上，发现问题，并提 出建议，从而对整个奥特莱斯的发展提出意见，并得出结论，更对奥特莱斯未来的发展做 出展望。使奥特莱斯能够更加吸引消费者，提高销售额，得到更好的发展。 关键词：奥特莱斯；发展现状；营销策略；发展对策 ABSTRACT Nanjing golden eagle outlet since it opened in 2011，although already occupy a certain market share, but still far from expected sales. The purpose of this article is to through to the golden eagle ole various environment comprehensive analysis, to study and put forward the special Olympics, the marketing mix strategy, to help enterprises achieve higher sales，in order to satisfy the demand of target consumer groups to provide support. In this paper, first of all, according to the real environment of nanjing area, relying on the modern market positioning theory and enterprise management theory，in-depth analysis of the nanjing saite outlet shopping center of the macro environment and competitive environment, grasp the enterprise market environment. On the basis of general game theo’s market localization is: the upper grade leisure and shopping, on the outskirts of the town. Finally，combining with the research results and actual situation，analysis the marketing mix strategy of golden eagle ole. This article main research results is，in view of the special Olympics, the target market. Channel strategy is to develop network marketing，broaden the sales channels; The second is to strengthen the marketing of members. Sales promotion strategy varies, based on the daily business promotion, advertising, sales promotion, strengthen the humanized service，let customers easy shopping. In addition，continue to actively develop and strengthen cultural promotion, public relations and