实体店在网购时代背景下的营销策略.docxVIP

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。网购时代的到来强大的冲击了 实体店，如果不能充分做出优秀的营销策略，实体店的市场份额将逐渐 被网店所占有。根据上面的情况，本文将会分析网店和实体店的区别， 优势和劣势，然后分析出应对策略。 关键词：实体店；?网店；营销策略 英文题目?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 2 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 3 目录 前 沿.....................................................................