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MBA碩士畢業論文_昌P購物廣場服務營銷策略研究PDF

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隨著經濟發展和產業結構的升級,人民群眾的生活品質逐漸提高,消費層次升級 趨勢日益明顯,傳統零售模式已經不能完全滿足消費者的購物需求, 消費者的消費觀 念從使用需要,逐漸轉變為全方位體驗的消費模式,包含對各種服務的需求,對商品 的個性需求,對消費場景的要求,對新技術的熱衷等,這些因素逐漸促進了 實體零售 營銷模式的轉變,也迫使實體零售企業發散思維,營造新的零售環境,提升服務營銷 水平,采用新技術,制定符合企業自身的服務營銷策略,誰能把握機遇,誰就能在 新 零售潮流中,處于不敗之地。 位于許昌市的P購物廣場作為河南省知名購物中心,一直致力于零售營銷的探索 和改革,并在行業內取得了耀眼的成績,但近幾年來,網絡購物 對實體零售沖擊巨大, 萬達、新田360等強勁對手相繼入駐許昌,京東在許昌進行定點促銷活動,嘗試主導 許昌市消費者未來的消費習慣,P購物廣場遭到了前所未有的競爭壓力 ,特別是近年 來大型購物廣場營銷策略暴露出一些問題,鑒于以上情況,特以P購物廣場為對象, 進行服務營銷策略研究。本文通過文獻資料法、案例分析法、比較研究法、歸納 分析 法進行研究。首先介紹P購物廣場的發展歷史與規模情況,然后通過查閱資料、實地 調查、訪談工作人員、訪談顧客等方式了解P購物廣場的各個情況,得到P購物廣場 的服 務營銷現狀,通過對P購物廣場的宏觀環境和行業競爭環境進行研究,結合 SWOT分析,梳理目前企業的優勢和劣勢,以及面臨的機會和威脅。通過以上分析, 歸納出P購物廣場服 務營銷出現的問題,然后根據7P營銷理論,分別從產品、價格、 渠道、促銷、服務人員、服務過程、有形展示等七個方面,提出符合企業實際的服務 營銷改進建議,最后提出了 人才、文化、技術、信息四個保障機制。希望策略建議的 II 提出與實施,能夠幫助企業在穩固行業地位的同時,改進服務營銷策略,進一步增加 市場份額。 關鍵詞:購物廣場 ;7P營銷理論;營銷策略 III Abstract With the economic development and the upgrading of industrial structure, people's quality of life is gradually improving, and the upgrading trend of consumption level is becoming increasingly obvious. The traditional retail mode can not fully meet the purchase needs of consumers. Consumers' consumption concept has gradually changed from the use needs to the consumption mode of all-round experience, including the demand for various services, the personalized demand for goods, and the demand for products The requirements of consumption scenarios and the enthusiasm for new technologies have gradually promoted the transformation of the physical retail mode, and also forced the physical retail enterprises to divergent thinking, create a new retail environment, improve the level of service marketing, adopt new technologies, and formulate their own service marketing strategies. Whoever can grasp the opportunities will be in an invincible position in the new retail trend. As a well-known shopping center in Henan Province, P shopping plaza in Xuchang City has been committed to the exploration and reform of retail marketing, and has made brilliant achievements in the industry. However, in recent years, online shopping has had a huge impact on physical retail. Wanda, Xintian 360 and other powerful rivals have successively settled in Xuchang, and Jingdong has carried out fixed-point promotion activities in Xuchang, Trying to dominate the future consumption habits of consumers in Xuchang City, P shopping plaza has encountered unprecedented competitive pressure, especially in recent years, some problems have been exposed in the marketing strategy of IV large shopping mall. In view of the above situation, this paper takes p shopping mall as the object to study the service marketing strategy. In this paper, through literature, case analysis, comparative study, inductive analysis. This paper first introduces the development history and scale of P shopping plaza, and then through consulting data, field investigation, interviewing staff, interviewing customers and other ways to understand the various situations of P shopping plaza, obtains the current situation of service marketing of P shopping plaza. Through the research on the macro environment and industry competition environment of P shopping plaza, combined with SWOT analysis, this paper analyzes the current situation of service marketing of P shopping plaza, This paper combs the advantages and disadvantages of the current enterprises, as well as the opportunities and threats they are facing. Through the above analysis, summed up the problems of P shopping plaza service marketing, and then according to the 7p marketing theory, respectively from the product, price, channel, promotion, service personnel, tangible display, service process and other seven aspects, put forward in line with the actual enterprise service marketing improvement suggestions, finally put forward the talent, culture, technology, information four guarantee mechanism. It is hoped that the proposal and implementation of strategic suggestions can help enterprises to improve service marketing strategies and further increase market share while stabilizing their position in the industry. Key words: Shopping Plaza; The Marketing Theory of 7Ps; Marketing Strategy V 目 錄 摘要 ......................................................... I Abstract .................................................... III 第一章 緒論 ................................................... 1 第一節 選題背景及研究意義 ........................................... 1 一、選題背景 .............................................................. 1 二、研究意義 .............................................................. 2 第二節 服務營 銷國內外研究綜述 ....................................... 3 一、國外研究動態 .......................................................... 3 二、國內研究動態 .......................................................... 4 第三節 研究內容、方法和路線 ......................................... 5 一、研究內容 .............................................................. 5 二、研究方法 .............................................................. 6 三、研究路線 .............................................................. 6 第二章 相關理論概述 .......................................... 8 第一節 7P營銷理論 .................................................. 8 第二節 PEST分析 .................................................... 9 第三節 SWOT分析 ................................................... 11 第三章P購物廣場基本情況及服務營銷現狀 ...................... 13 第一節 P購物廣場基本情況 .......................................... 13 第二節 P購物廣場服務營銷現狀 ...................................... 14 VI 一、產品情況 ............................................................. 14 二、價格制定 ............................................................. 14 三、營銷渠道 ............................................................. 14 四、商品促銷 ............................................................. 15 五、人員現狀 ............................................................. 15 六、服務過程 ............................................................. 15 七、商品有形展 示 ......................................................... 16 第四章 P購物廣場服務營銷環境與問題分析 ...................... 32 第一節 P購物廣場營銷環境分析 ...................................... 32 一、宏觀環境分析 ......................................................... 32 二、行業競爭分析 ......................................................... 38 第二節 P購物廣場SWOT分析 ......................................... 41 一、P購物廣場的優勢 ..................................................... 41 二、P購物廣場的劣勢 ..................................................... 42 三、P購物廣場面臨的機遇 ................................................. 43 四、P購物廣場面臨的威脅 ................................................. 44 五、SWOT矩陣分析 ........................................................ 48 第三節 P購物廣場服務營銷問題分析 .................................. 49 一、產品策略問題 ......................................................... 49 二、定價策略問題 ......................................................... 50 三、營銷渠道策略問 題 ..................................................... 51 四、促銷策略問題 ......................................................... 52 五、人員策略問題 ......................................................... 53 VII 六、服務策略問題 ......................................................... 53 七、有形展示策 略問題 ..................................................... 54 第五章 P購物廣場服務營銷策略建議和保障機制 .................. 44 第一節 P購物廣場服務營銷策略 建議 .................................. 44 一、產品策略建議 ......................................................... 44 二、定價策略建議 ......................................................... 45 三、營銷渠道策略建議 ..................................................... 47 四、促銷策略建議 ......................................................... 48 五、人員策略建議 ......................................................... 49 六、服務策略建議 ......................................................... 50 七、有形展示策略建議 ..................................................... 51 第二節 P購物廣場服 務營銷策略保障機制 .............................. 51 一、人才保障 ............................................................. 51 二、文化保障 ............................................................. 52 三、技術保障 ............................................................. 52 四、信息保障 ............................................................. 53 第六章 結論與展望 ............................................ 55 第一節 研究結論 .................................................... 55 第二節 不足與展望 .................................................. 56。。。。。。以下內容略
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