電商沖擊下的百貨營銷發(fā)展策略研究

17500字
原創(chuàng)畢業(yè)論文，本站獨家銷售，大家放心下載參考使用

摘要 伴隨著互聯(lián)網(wǎng)模式的興起，電子商務(wù)企業(yè)對傳統(tǒng)零售業(yè)企業(yè)造成了巨大沖擊，傳統(tǒng)百貨業(yè)只有通過實施有效的營銷策略轉(zhuǎn)型與發(fā)展才能在此沖擊下立于不敗之地，本文以江陰華地百貨為例，基于市場數(shù)據(jù)，分析電商對江陰華地百貨業(yè)務(wù)沖擊影響狀況，進一步對消費者圍繞線上與線下進行調(diào)研分析，運用SWOT分析法研究了華地百貨應(yīng)對電商沖擊的戰(zhàn)略定位，最后得出了促進江陰華地百貨發(fā)展的策略建議。

關(guān)鍵詞：電商沖擊 環(huán)境戰(zhàn)略分析 江陰華地百貨

The Research on the Jiangyin Department Store's marketing strategy under the impact of e-commerce
Abstract With the rise of the Internet model, the traditional e-commerce business has caused a huge impact on the retail business, only through the implementation of effective marketing strategy transformation, the traditional department store can remain invincible in the war. Take Jiangyin ground department stores as an example, based on market data, Analysising how the E-commerce has influenced the Jiangyin Department Store Business, Under further investigation and analysis conducted on consumers through both online and offline. Studying the Jiangyin Department Store's strategic positioning under the impact of e-commerce combined with SWOT analysis, Finally getting the proposal which will do good to the development of Jiangyin Department Store.
Key words: The Impact of E-commerce Environmental Strategic Analysis The Jiangyin Department Store

目錄

第1章 緒論 1
1.1 研究背景 1
1.2研究意義 2
1.3 研究內(nèi)容 2
第2章 電子商務(wù)對華地百貨沖擊影響狀況分析 4
2.1 江陰華地百貨簡介 4
2.2 電商給江陰華地百貨帶來的具體沖擊 5
2.2.1電商對江陰華地百貨的銷售業(yè)績影響，基于2013“雙11”期間數(shù)據(jù)分析 6
2.2.2電商對華地百貨營銷模式?jīng)_擊影響 8
2.2.3基于電商沖擊下華地百貨面臨的營銷問題 9
2.3消費者線上線下購買決策行為的調(diào)研分析 11
第3章 基于電商沖擊下江陰華地百貨的營銷發(fā)展戰(zhàn)略分析 15
3.1 對江陰華地百貨的SWOT分析 15
3.1.1華地百貨的優(yōu)勢 15
3.1.2華地百貨的劣勢 16
3.1.3華地百貨的機會 16
3.1.4華地百貨的威脅 17
3.2 華地百貨戰(zhàn)略營銷定位 17
第4章 江陰華地百貨的營銷發(fā)展策略 19
4.1挖掘發(fā)揮實體店的優(yōu)勢 19
4.1.1STP戰(zhàn)略的運用 19
4.1.2 4P策略的運用 19
4.2 積極實現(xiàn)網(wǎng)絡(luò)營銷創(chuàng)新 20
4.3打造會員關(guān)系營銷，提升顧客滿意度 21
4.4線上線下聯(lián)動 22
第5章 結(jié)束語 23
致謝 24
參考文獻(xiàn) 25
附錄 26