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论文编号：	10982
作者编号：	2220140523
上传时间：	2019/6/14 21:33:08
中文题目：	“互联网+”环境下Y百货公司营销组合 策略研究
英文题目：	Research on integrated marketing strategy of Y department store based on the “Internet+”
指导老师：	韩德昌
中文关键字：	互联网+；营销管理；市场细分；营销组合策略
英文关键字：	Internet +；Marketing Management；Market Segmentation；Integrated Marketing Strategy
中文摘要：	改革开放以来，国内零售百货行业随着国民经济的增长而快速发展，从传统的百货商场、便利店等形式，发展成为包括综合购物中心、百货大楼、大型超市、专卖店、折扣店、便利店等多种零售业态，成为国民经济的重要组成部分，是国内经济增长的三驾马车之一。国民财富和居民消费增加，促进了零售行业的发展，带动了居民百货消费的升级，时尚奢侈百货比重在不断增加。 互联网技术的发展催生了电子商务的出现。国内诞生了以京东商城、当当网、一号店等为代表的B2C电子商务企业，以及以淘宝网、拍拍网等为代表的C2C电子商务企业。电子商务企业通过网络的形式进行零售百货的销售，为消费者提供了更多的购买渠道。“互联网+”是李克强总理在2015年3月的政府工作报告提出来的。“互联网+”是将互联网技术和互联网理念，与制造业、零售业、金融业等融合，形成如“互联网+先进制造”、“互联网+新能源”、“互联网+金融”等新型商业形式。但是，电子商务不断侵蚀线下零售企业的市场，导致零售企业的实体店出现经营业绩下滑、消费者流失、甚至出现亏损和关店的情况。 Y百货成立于1998年，总部位于杭州，进行百货零售、购物中心、电子商务的运营和管理。Y百货已经形成以浙江地区为核心，覆盖北京、河北、湖北、陕西等省份的零售网络。Y百货定位于年轻一代及其家庭，主要发展中高端时尚产品。公司为了拓展业务，扩大销售规模，建立了网络销售渠道。 本文是对Y百货在“互联网+”环境下营销组合策略的研究，通过对Y百货的经营现状、宏观环境、行业环境的分析，掌握公司经营的优势、劣势、机会和威胁。在此基础上形成Y百货的营销策略优化方案和实施方案。本研究将营销管理的理论与营销管理在企业实际应用相结合，提出能够帮助Y百货提高“互联网+”下营销管理能力的实施方案。本文的研究在理论和实践上均有一定的借鉴价值。
英文摘要：	Since the reform and opening, the domestic retail industry as the growth of the national economy fast development, from the traditional department stores, convenience stores, such as form since the reform and opening, domestic retail department store industry along with the growth of the national economy and rapid development, from the traditional department stores, convenience stores and other forms, developed into a comprehensive shopping center, department stores, large supermarkets, stores, discount stores, convenience stores and other retail formats, become an important part of national economy, is one of the troika of domestic economic growth. National wealth and consumption increase, promote the development of the retail industry, upgrading the department consumption, luxury fashion department proportion is increasing., developed into a comprehensive shopping center, department stores, large supermarkets, stores, discount stores, convenience stores and other retail formats, become an important part of national economy, is one of the troika of domestic economic growth. National wealth and consumption increase, promote the development of the retail industry, upgrading the department consumption, luxury fashion department proportion is increasing. The development of Internet technology has given rise to the emergence of electronic commerce. E-commerce enterprises through the network, in the form of retail department store sales, provide consumers with more purchase channels. "Internet +" is the prime Li Keqiang, in March 2015, the government work report. "Internet +" is the Internet technology and Internet, and the manufacturing, retail, finance, such as integration, the formation of such as "Internet + advanced manufacturing", "Internet + new energy", "Internet + financial" and other new forms of business. But steady erosion offline retail enterprise, electronic commerce market, cause retail enterprise entity shop business performance decline, losing customers, even lost money and put up the shutters. Y department was established in 1998, the headquarters is located in Hangzhou, retail department store, shopping center, the operation and management of electronic commerce. Y department in Zhejiang area has been formed as the core, covering Beijing, Hubei, Shaanxi and other provinces of retail network. Y department aimed at the younger generation and their families, the major developing high-end fashion products. In order to expand their business, the company expands the scale of sales, the establishment of network marketing channels. In this thesis, the provisions in the "Internet + Y environment marketing strategy research, through to the Y department management present situation, the analysis of the macro environment, industry environment, grasp the company's strengths, weaknesses, opportunities and threats. This study will be the marketing management theory and marketing management in the enterprise combining actual application, put forward to help Y department to raise the capacity of "Internet +" marketing management implementation plan. In this thesis, research on the theory and practice has certain reference value.
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