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分类号密级
UDC学校代码10689
硕士学位论文
云南DQ眼健康公司营销策略研究
The research on the marketing strategy of Yunnan DQ
eye-health company
姓名：宋星辰
导师（职称）：孙明（副教授）
申请学位类别：硕士
专业：工商管理
研究方向：市场营销
学院（中心、所）：商学院
论文完成时间：2023年6月6日摘要
摘要
近些年来，我国经济飞速发展，国民收入不断提高，因此消费者的消费水平
也在不断提升氪送保颜叩挠醚刍肪澈拖肮咭菜孀派缁峋没肪车谋浠?
而悄然改变颜哂醚鄢潭戎鹉晏岣撸贾陆勇手鹉晟险牵拥土浠魇?
明显，近视人口的增加，催生了我国庞大的眼镜市场，增长潜力十分巨大野?
随着越来越多的消费者自我保健意识的增强，对商品的品味的日益提高，消费观
念日益成熟，现在的消费者越来越重视眼镜的科技含量和美观度，个性化、品牌
化、高档化的趋势日益显著。
我国目前眼镜零售行业中，眼镜生产企业多但普遍规膒。谐》荻钭芴迨?
于偏低水平，行业的准入门槛并不高。电子商务的兴起也使眼镜行业电子商务零
售也得到了迅速发展欢壳拔夜劬档缟塘闶坌幸担狈ο喙叵呱涎楣饧际?
和手段，因此面临着亟需改变和挑战传统眼镜行业销售渠道和腏降睦Ь场４游?
国目前眼镜零售店数量上看，虽然数量众多，但龙头型企业少，市场集中化程度
相比较低，市场竞争较为激烈，眼镜零售市场存在诸多问题，需要不断规范化、
规模化发展。
云南本地有众多发展较好的眼镜零售企业，但云南眼镜市场产品与服务质量
参差不齐，云南眼镜零售店行业面临着去如何更好地服务消费者，打造更专业、
更有品质盫さ难劬档甑难暇粽健D壳霸颇螪Q眼健康公司是云南市场占有量
最大的眼镜产品零售企业，但是因为缺乏有效的营销手段和针对性的市场策略，
近几年发展速度较为缓慢魑桓鲈颇媳就疗放破笠担绾卧诰赫腥∈ぃ?
准市场的切入点，创新营销手段，获得稳定和持续的发展是云南DQ眼健康公司
面临的问题。
本文结合云南DQ眼健康公司的基本情况，使用文献研究法、调查法、对比
分析法，综合运用波特五力膒汀?Ps 理论及SWOT理论分析法来丰富文章的理
论依据，对云南DQ眼健康公司营销情况做进一步深入研究紫确治鲈颇螪Q眼
健康公司所处的内、外部环境浯危擞肧WOT膒腿范ㄏ钅孔陨淼挠攀坪土?
I 摘要
势，外部的机遇和威胁等僭擞?Ps 理论、波特五力竞争膒头治鲈颇螪Q眼
健康公司本身分析营销战略及营销策略存在的问题。
本文通过分析发现，云南DQ眼健康公司在营销策略上存在诸多可改进的问
题，因此本文为云南DQ眼健康公司提出了几点营销优化建议：产品方面，要加
快产品上市的跟新速度，关注消费者需求和目标市场变化，避免在市场中遭遇同
质化的困境。产品定价方面，采取差异化的定价策略；销售渠道方面，开拓互联
网营销渠道，多渠道配合销售；同时，开拓批发客户和分销商客户；产品促销方
面，要丰富促销手段，善于捕捉促销热点时机，不定期开展促销活动谌嗽辈?
略方面，完善全面的员工培训体系，对人才培训进行详细的规划，拟定培训计划，
细化培训对象、内容和要求增加自身专业人员的储备，以便对于在提供眼保健服
务及后续开展眼健康产业服务转型打下人员基础；在有形展示策略方面，要依据
不同的店铺腏郊耙堤氐憬新舫〕铝泻蜕唐纷楹铣铝校辉诜窆滩呗苑矫妫?
加强线上服务水平，丰富沟通的手段，重视对顾客的跟踪反馈，重视顾客对服务
的满意度，从而不断提升服务质量。
关键词：眼镜零售；7Ps；营销策略
II Abstract
Abstract
In recent years,with the rapid development of Chinas economy,as also as the
continuous increase of national income,the consumption level of consumers has also
been continuously improving.At the same time,consumerseye environment and habits
are quietly changing with the changes in the socio-economic environment.The
increasing degree of eye use by consumers has led to an increase in myopia rates year
by year,with a clear trend towards lower age myopia.The increase in myopia
population has given birth to Chinas huge eyewear market,which has great potential
for growth.And with the increasing awareness of self care among more and more
consumers,the increasing taste of goods,and the increasingly mature consumption
concept,consumers now attach more and more importance to the technological content
and aesthetics of glasses,and the trend of personalization,branding,and high-end is
becoming increasingly significant.
At present,there are many eyewear production enterprises in the eyewear retail
industry in China,but their scale is generally small.The overall market share is
relatively low,and the entry threshold for the industry is not high.The rise of e-
commerce has also led to rapid development of e-commerce retail in the eyewear
industry.However,currently in Chinas eyewear e-commerce retail industry,there is a
lack of relevant online optometry technology and methods,which poses an urgent need
to change and challenge the traditional sales channels and models of the eyewear
industry.From the current number of eyewear retail stores in China,although there are
many,there are few leading enterprises,relatively low market concentration,and fierce
market competition.There are many problems in the eyewear retail market,which
require continuous standardization and large-scale development.
There are many well-developed eyewear retail enterprises in Yunnan,but the
quality of products and services in the eyewear market is uneven.The Yunnan eyewear
retail store industry is facing severe challenges in how to better serve consumers and
create more professional and quality guaranteed eyewear stores.At present,Yunnan
DQEye Health Company is the largest retail enterprise for eyewear products in
III Abstract
Yunnans market share.However,due to the lack of effective marketing methods and
targeted market strategies,the development speed has been relatively slow in recent
years.As a local brand enterprise in Yunnan,how to win in competition,identify market
entry points,innovate marketing methods,and achieve stable and sustainable
development is the problem faced by Yunnan DQEye Health Company.
This article combines the basic situation of Yunnan DQEye Health Company,
using literature research,survey,comparative analysis,and comprehensive use of
Porters Five Forces model,7Ps theory,and SWOTtheoretical analysis to enrich the
theoretical basis of the article,and conduct further in-depth research on the marketing
situation of Yunnan DQEye Health Company.Firstly,analyze the internal and external
environment of Yunnan DQEye Health Company.Secondly,use the SWOTmodel to
determine the strengths and weaknesses of the project itself,as well as external
opportunities and threats.Using the 7Ps theory and Porters Five Forces Competition
Model to analyze the marketing strategy and problems of Yunnan DQEye Health
Company itself.
Through analysis,this article finds that Yunnan DQEye Health Company has
many problems that can be improved in its marketing strategy.Therefore,this article
proposes several marketing optimization suggestions for Yunnan DQEye Health
Company:in terms of products,it is necessary to accelerate the pace of product launch,
pay attention to consumer demand and target market changes,and avoid encountering
homogenization difficulties in the market.In terms of product pricing,adopt
differentiated pricing strategies;In terms of sales channels,explore internet marketing
channels and cooperate with sales through multiple channels;At the same time,expand
wholesale and distributor customers;In terms of product promotion,it is necessary to
enrich promotional methods,be good at capturing hot promotion opportunities,and
carry out irregular promotional activities.In terms of personnel strategy,improve a
comprehensive employee training system,conduct detailed planning for talent training,
formulate training plans,refine training objects,content,and requirements,and increase
the reserve of professional personnel to lay a personnel foundation for providing eye
health services and subsequent transformation of eye health industry services;In terms
IV 。。。以下略
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