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摘要
摘要
随着市场环境的变化，网络电商的迅速发展已对实体行业造成巨大冲击，人们的
消费行为改变影响了实体零售的营业收入，使其净利润增长减缓。物联网信息技术的
增速发展令传统百货行业面临严峻的市场竞争，想要在困境中突围必须注重满足消费
者的诸多心理需求。关注体验与服务是提升商场盈余能力促使其继续发展经营的关键。
西安作为西北五省的重镇，已成功迈入全国特大城市行列，其经济腾飞加速、消
费市场日趋成熟，居民消费水平的逐步提高有目共睹。本文的研究对象是地处西安钟
楼商圈的 Z商场，近几年随着古城商圈的吸引力有所下降，面对开元商场、王府井百
货、西安 SKP、西安赛格国际购物中心等一众劲敌的威胁，如何迎接新的机遇和挑战，
怎样寻求更大的生存空间并发挥自身的优势，成为 Z商场管理层急需解决的问题。
本文开篇介绍了选题背景并阐述了研究意义与目的，笔者分别对市场营销研究与
服务组合理论及国内外研究成果进行论述，然后通过对顾客采取问卷调查、与商场在
职员工面对面访谈等形式，对 Z商场进行了全面系统的研究。首先根据 Z商场现阶段
经营状况，总结出整体销售下滑、品牌布局转变缺失与客流量减少三大不良态势，在
营销理论的基础与实际应用结合中，得知 Z商场现阶段营销策略中存在的主要问题。
包括商品组合待提升、未重视网络渠道、价格制定不灵活、促销方式单一化、优质导
购员流失、商场硬件装修老化、购物体验丰富度欠缺等多方面的不足。其次通过现存
问题寻找出造成问题的主要原因，采用 PEST模型分析对 Z商场进行外部宏观环境分
析，微观环境分析则通过对竞争环境剖析呈现，最终总结 Z商场经营 SWOT要素矩阵。
另外，借助 STP和 7Ps营销组合理论分析帮助 Z商场梳理市场细分、筛选并最终精准
确定市场定位，指向顾客需求。关于 Z商场的营销策略改进建议，目的是帮助 Z商场
寻找出当下最适应的自我发展之路，争取在发展浪潮中处于不败之地。结尾分别从技
术、人力与企业文化三个角度提出保障措施以确保优化后的营销策略能够有效落实，
本文研究的结论帮助 Z商场发展提升其竞争优势的同时，对零售实体百货同行的发展
也发挥重要的参考价值。
关键词：Z商场，营销策略，体验式服务
研究类型：应用研究
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西北大学硕士学位论文
ABSTRACT
With the changes in the market environment, the rapid development of online e-commerce
in recent years has had a huge impact on the real industry, and people's consumption
behavior has changed, resulting in a sharp slowdown in the growth rate of the business
income and net profit of the real retail industry. At present, the development of the
information technology is still in a the growth period, the market scale of the physical retail
industry has not been significantly squeezed. Although the traditional department store
industry is facing severe market competition, it still has the opportunity to break out of the
siege. It pays attention to meet the psychological needs of consumers such as experience
and service, and improving the profitability of shopping malls is the key to its continued
development and operation.
As the starting point of the Silk Road, Xi 'an is an important town in the five provinces of
northwest China and a key development city in the first line. In recent years, its economy
has taken off and its consumer market has become increasingly mature. The gradual
improvement of residents' consumption level is obvious to all. The research object of this
paper is located in the xi 'an bell tower business circle Z Shopping mall, have declined in
recent years as the city business circle appeal, in the face of SKP，Kaiyuan shopping mall,
Wangfujing department store, and Xi 'an seg international shopping center, the threat of the
enemy.How to meet the new opportunities and challenges, how to seek greater living space,
exert their own advantages, become an urgent problem for the management of Z shopping
mall.
At the beginning of this paper, the background of the topic and the significance and purpose
of the research are introduced. The author discusses the relevant researches on marketing
and service combination theory and the research results at home and abroad, and then
conducts a comprehensive and systematic research on Z Shopping Mall by means of
customer questionnaire survey and face-to-face interview with internal employees of the
mall. According to the current operating situation of Z shopping mall, three bad trends of
overall sales decline, lack of brand layout transformation and customer flow reduction are
summarized. Based on the combination of practical application and the marketing theory ,
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