关键词:零售业;营销战略;营销策略组合
ABSTRACT
After the reform and opening up, along with China&39;s rapid economic development, people&39;s
living standards improve, changes in consumer attitudes and retail enterprises as providers of
goods has also been rapid development of laige supermarket chains, convenience stores,
specialty stores, department store chain springing up like to appear. China&39;s retail development
time, after all, is not long, with world-class retail management on ways and means very large gap,
lack of strategic positioning accuracy, business philosophy and management model behind,
innovation ability, the ability to control costs, weak marketing capabilities. The HZ 43 branches
of the mall as a shopping mall, Inc., opened three years a large comprehensive department store.
Strengthen basic management, good marketing strategy to increase market share and market
competitiveness, is an important part of the development of enterprises. Therefore, this to HZ
mall as the study sample, the literature review, interviews, research, comparative analysis and
theory with actual research study on the the HZ mall marketing strategy, and propose a solution.
In this paper, on the basis of study of the state of competition in China&39;s retail maricet and
shopping malls basic,based on the theory of marketing strategy, the use of strategic analysis
tools, SPT marketing theory and marketing mix strategies, analysis of first marketing strategic
environment, including external macro-environment, industry environment, competitors and
strategic critical success factors and regional consumer market; analysis of the mall operational
status quo, marketing status and existing problems, and analysis from human resources, financial
equability and intangible resources analysis three aspects shopping malls internal environment
analysis, combined with the mall external environment analysis SWOT strategic analysis matrix.
And thus, according to the company&39;s strategic objectives and marketing strategy guiding
ideology developed the mairs marketing strategy, and market segmentatioHj target market
selection and market positioning, developed specific marketing mix strategy, including product
strategy, pricing strategy, promotion strategy, service strategy. Finally, in order to ensure the
smooth implementation of the mall marketing strategy, integrated operation from the company
play a chain of resource sharing advantages, the implementation of an effective incentive
mechanism, construction of corporate culture, information construction and risk management
aspects described in the marketing strategy implementation process of risk control and
profitability. In order to provide guidance for the future development of HZ mail,and provide a
reference for other retail companies marketing.
Keywords: retail, marketing strategy, marketing strategy combination
一、绪论
I
(-)研究背景及意义
中国成为WTO正式成员,外资零售业在中国市场发展迅速。至2010年,
全球前50名大零售商至少有35家已经进入中国市场并取得发展,各国零售业
均一致看好中国市场的高度成长空间。对起步较晚的中国零售业来说,经历了
20世纪80年代末兴起开店的热潮、90年代末开始衰退,到2008年受到收购重
组及国民生活水平大幅提升等因素的影响又开始兴旺。中国零售业起伏跌岩的
发展历程,一方面说明加入WTO,即给我国零售业的发展带来了机遇,同时也
带来了严峻的挑战,另一方面也说明中国零售业要想与国际市场融为一体,须
认真分析与国外零售业巨头的差距,不断调整策略,才能提高我国零售企业的
国际市场竞争力。
2011年,外资零售商在中国市场的竞争优势持续,甚至有扩大趋势。国内
零售业在不断上涨的租金、人力成本以及在外资商业零售巨头贴身紧逼的情况
下,必须突破现有的传统手段来求得生存与发展。打破多年形成的模仿跟风的
经营思想,开始主动谋变、创新。更重要的是,从“要我变”到“我要变”,反
映了中国零售业已进入业态细分化、经营特色化的道路。谋变、创新将成为未
来十年的零售市场的主旋律。
HZ商场位于浙江省湖州市市级商业圈——爱山广场商业圈内,于2010年9
月30日开业。爱山广场商业圈是目前湖州市唯一的市级商业圈,爱山广场商业
圈以爱山广场为中心,江南工贸大街为主轴,是湖州市商业网点的主要集聚地,
其辐射范围覆盖湖州全市,也是湖州市政府重点打造全市形象工程。
HZ商场是一家大型中外合资的百货零售商业企业,是某商场有限公司的第
43家分店,也是在华东区战略布局的关键城市之一。由于某商场有限公司是广
东省区域优势明显的企业,在华东区市场份额和知名度均较低。相比于华东区
同行业的领先者,HZ商场的招商能力、规模效应不具优势。那么如何利用三线
城市迅速发展的契机,去解决HZ商场的入乡随俗、克服水土不服的问题,同时
寻求抢占市场和提升市场竞争力的突破,成了 HZ商场必须面对和思考的一个问
题。HZ商场原有的运作模式事实上已经不能适应目前的华东市场状况,集中表
现在以下两个方面:
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