發(fā)布時間：2018-01-07 06:22

  本文關(guān)鍵詞：單一價格點零售商的營銷戰(zhàn)略研究　出處：《西南交通大學》2015年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 單一價格點零售 營銷戰(zhàn)略 4P營銷組合

【摘要】：本文對現(xiàn)代市場營銷的主要理論和工具做了總結(jié),闡述了市場營銷學的產(chǎn)生及其運用在市場中的重要地位。將單一價格點零售商作為研究對象,并選取日本DAISO公司作為實際案例原型來進行研究,運用PEST分析模型研究了DAISO公司的宏觀營銷環(huán)境；用波特五力模型分析了DAISO公司所處的行業(yè)環(huán)境；用SWOT模型分析了DAISO公司的競爭優(yōu)劣勢；用STP戰(zhàn)略分析模型及4P營銷組合模型分析了DAISO公司的戰(zhàn)略定位及市場營銷戰(zhàn)略。通過研究發(fā)現(xiàn),單一價格點零售商店的出現(xiàn)主要是滿足消費者對商品價格的低價訴求,將商品價格統(tǒng)一定為一個較低的市場價格點從而將消費者對商品價格的關(guān)注轉(zhuǎn)為對商品本身的關(guān)注,再以豐富的商品種類來吸引大量顧客。為了滿足低價,企業(yè)采取在全國甚至全球各個國家大量開連鎖門店的方法來盡可能擴張分銷渠道以達到快速分銷的目的,并以大量分銷的優(yōu)勢向中國等人力成本低廉的制造工廠進行一次性大量訂貨從而獲得成本優(yōu)勢,在文章最后作者就單一價格的零售經(jīng)營模式給出了發(fā)展建議及總結(jié)。
[Abstract]:Based on the modern marketing theories and tools are summarized, elaborated the emergence of marketing and its application in an important position in the market. The single price point retailer as the research object, and selects the Japanese DAISO company as an example to study the use of prototype, PEST analysis model of the DAISO company's macro marketing environment Potter; five forces model to analyze DAISO company's industry environment; use the SWOT model to analyze the competitive strengths and weaknesses of DAISO company; marketing mix model and 4P model to analyze the company DAISO's strategic positioning and marketing strategy with STP strategy analysis. It is found that the single price point of retail stores is mainly to meet the consumers low demands on commodity prices, commodity prices will be unified to a relatively low market price point which will focus on the consumer goods price Turn on the commodity itself attention, with a rich variety of goods to attract a lot of customers. In order to meet the price, enterprises take in method of national and even global each country a large number of open chain stores as much as possible to expand distribution channels to achieve rapid distribution to manufacturing plants and to a large number of distribution advantages to low labor costs China etc. the one-time large orders to obtain cost advantages, summed up in the end of this single price of the retail business model is given and development proposals.

【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274
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本文編號：1391353