我国零售企业营销策略研究.doc

大庆石油学院本科生毕业设计（论文） PAGE PAGE I 论文题目：我国零售企业营销策略研究 摘 要 中国零售业的发展一方面由于受到经济全球化电子商务和中国加入WTO等影响面临着前所未有的挑战和机遇另一方面中国零售业在较短时间里完成了西方19世纪后半期以来零售业态的变化在理论研究和实际操作中还有许多亟待完善的地方特别是对中国零售业发展模式和战略选择的探讨主要是从业人员在实践中摸着石头过河理论探讨上存在严重不足因此全面系统地研究中国零售业发展模式和战略选择是一个具有重要理论与实际意义的研究课 本文首先阐述论文的相关基本理论，从我国零售业发展现状入手，通过分析当前我国零售企业所面临的挑战，并分析我国零售企业营销策略所存在问题，最后针对当前我国零售企业所面临的挑战进行了营销策略研究。 关键词：零售营销；营销策略；  Abstract After 10 years of vigorous development, Chinas online game industry has formed a certain industry scale. In recent years, with the network economy and information in economy’s development, a large number of companies have swarm into online games market, and it makes the scale of Chinas online game industry biger.In the market, there are more than one hundred games,but the problem of the games’homogenization is serious.How to formulate an appropriate promotional strategies to make their game stand out from the many games, has become a big problem to game makers. In this paper, first it illuminates the concept of the network and the type of game. From the development of the process of Chinas online game market, the analysis of the current pattern of Chinas online game industry and the competition this paper studys online games’ main promotion mode, and analyzes these patterns’ advantages and shortcomings. Finally this paper provides a number of improvement measures to the main promotion mode. Key words：Online Game; Promotion; Promotion Model 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc231724049 第1章 绪 论 PAGEREF _Toc231724049 \h 1 HYPERLINK \l _Toc231724050 1.1 论文研究背景 PAGEREF _Toc231724050 \h 1 HYPERLINK \l _Toc231724051 1.2 国内外研究现状 PAGEREF _Toc231724051 \h 2 HYPERLINK \l _Toc231724052 1.3 论文的研究思路及研究内容 PAGEREF _Toc231724052 \h 2 HYPERLINK \l _Toc231724053 第2章 相关基本理论 PAGEREF _Toc231724053 \h 4 HYPERLINK \l _Toc231724054 2.1 零售营销的概念 PAGEREF _Toc231724054 \h 4 HYPERLINK \l _Toc231724055 2.2 零售营销新方法 PAGEREF _Toc231724055 \h 6 HYPERLINK \l _Toc231724055 2.2 零售营销的4ps PAGEREF _Toc2317