黑龙江大学硕士学位论文
Abstract
With the development of world economic integration, market competition has even
more intensified. The survival environment of enterprises has gradually become worse.
In addition to adapting to the external environment, an enterprise must also be able to
seize market opportunities as fast as possible, and adopt active and effective marketing
strategies to improve the economic efficiency of the enterprise. Q mall is one of the
earliest shopping malls in China. How to adjust its marketing strategy to change its
operating status and respond to the current economic situation and future development
trends task with facing the impact of e-commerce is an urgent.
By studying the current status of Q mall’s marketing strategy, this paper points out
the competitiveness of Q mall in its business district and its existing problems at this
stage. Secondly, study the marketing environment of Q mall, give the optimized design
of marketing strategy based on the research, put forward feasible opinions and
adjustment methods and provide corresponding safeguard measures. This research
provides a feasible reference for the adjustment of the company's marketing strategy,
and at the same time has certain reference significance for the improvement of the
marketing strategy related to the industry.
Keywords: Mall marketing; Trading area; Marketing strategy
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目录
目录
中文摘要 ........................................................................................................................... I
Abstract.............................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究的背景 ...................................................................................................... 1
二、研究目的和意义 .............................................................................................. 1
（一）研究的目的 .......................................................................................... 1
（二）研究的意义 .......................................................................................... 2
三、国内外研究现状 .............................................................................................. 2
（一）国外研究现状 ...................................................................................... 2
（二）国内研究现状 ...................................................................................... 4
（三）国内外研究评述 .................................................................................. 7
四、研究的内容和方法 .......................................................................................... 8
（一）研究内容 .............................................................................................. 8
（二）研究方法 .............................................................................................. 9
第一章研究的理论基础 ............................................................................................ 11
第一节相关概念的界定 .................................................................................... 11
一、营销策略的定义 .................................................................................... 11
二、商圈的定义 ............................................................................................ 11
第二节营销理论及分析工具 ............................................................................ 12
一、7P理论................................................................................................... 12
二、STP理论 ................................................................................................ 13
三、PEST分析.............................................................................................. 13
四、波特五力分析模型 ................................................................................ 14
本章小结 ................................................................................................................ 15
第二章 Q商场的营销策略现状及问题分析 ............................................................. 16
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黑龙江大学硕士学位论文
第一节 Q商场发展概况 .................................................................................... 16
一、商场简介 ................................................................................................ 16
二、经营范围及入驻品牌 ............................................................................ 17
第二节 Q商场营销策略现状 ............................................................................ 18
一、商场定位 ................................................................................................ 18
二、Q商场营销组合策略的现状 ................................................................ 18
第三节 Q商场营销策略存在的主要问题 ........................................................ 21
一、商场的定位问题 .................................................................................... 21
二、对市场反应慢 ........................................................................................ 21
三、开辟营销渠道能力不足 ........................................................................ 22
四、宣传促销策略少 .................................................................................... 22
五、服务不到位 ............................................................................................ 22
第四节 Q商场营销问题的成因分析 ................................................................ 22
一、缺乏专业营销团队 ................................................................................ 22
二、企业文化的不足 .................................................................................... 25
三、团队能力较差 ........................................................................................ 22
四、内部管理混乱 ........................................................................................ 23
五、商场周边交通不便 ................................................................................ 23
六、Q商圈的问题 ........................................................................................ 24
本章小结 ................................................................................................................ 26
第三章 Q商场的营销环境分析 ................................................................................. 27
第一节 Q商场的 PEST分析............................................................................. 27
一、政治环境分析 ........................................................................................ 27
二、经济环境分析 ........................................................................................ 27
三、社会环境分析 ........................................................................................ 28
四、技术环境分析 ........................................................................................ 29
第二节 Q商场的竞争环境分析 ........................................................................ 30
IV
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