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论文编号：	11314
作者编号：	2320170324
上传时间：	2019/12/11 22:42:25
中文题目：	HLMX公司连锁零售企业市场营销策略研究
英文题目：	Research on Marketing Strategy of HLMX Chain Retail Enterprises
指导老师：	于仲鸣
中文关键字：	营销策略；连锁零售；市场细分；市场定位
英文关键字：	Marketing strategy; Chain retail; Market segmentation; Market positioning
中文摘要：	本文研究的对象HLMX公司成立于2013年8月，是华北地区一家经营各种老北京布鞋，集设计、研发、生产、销售于一身的专业企业。主要销售男、女、老、少各个年龄段的布鞋。以连锁加盟的形式进行拓展。随着国家经济的大力发展，人们的需求越来越多，各式各样的产品也越来越丰富，连锁零售行业的竞争越来越激烈。面临如此竞争HLMX公司作为初创企业，进行了细分市场、选择目标市场并进行了合理定位，最终选择了正确的营销策略一年内将销售额翻倍。本文作者以HLMX公司作为案例研究对象，就以上问题结合相关的理论知识和实践经验，对该企业如何选择营销策略进行深入研究。 本文使用PEST工具，并运用7Ps营销理论和STP理论对HLMX公司营销策略进行了系统的分析和研究。首先通过对企业外部环境进行PEST分析，然后运用STP理论分析HLMX公司如何选择目标市场并进行定位，最后使用7Ps理论分别从产品策略、价格策略、渠道策略、分销策略以及服务营销策略研究其如何使用市场营销策略。 HLMX公司作为创建时间较短的连锁零售企业，在其所在行业争取了稳定的市场占有率和销售增长率。通过本文研究获得以下结论: 1、注重市场细分和定位；2、创新的销售模式；3、采取灵活价格策略；4、重视加盟商及顾客沟通。
英文摘要：	The object of this study was established in August 2013. It is a professional enterprise engaged in design, research and development, production and sales of all kinds of old Beijing shoes in North China. Mainly sell men's, women's, old and young shoes of all ages. Expand in the form of franchise. With the vigorous development of the national economy, people's needs are more and more, and various products are becoming more and more abundant. The competition in the chain retail industry is becoming more and more fierce. Faced with such competition, HLMX, as a start-up company, carried out market segmentation, selected target markets and made a reasonable positioning, and finally chose the right marketing strategy to double sales in one year. The author of this article takes HLMX as a case study object, and combines the above theoretical knowledge and practical experience with the above questions to conduct an in-depth study on how to choose a marketing strategy. This paper uses PEST tools, and uses 7Ps marketing theory and STP theory to systematically analyze and research HLMX marketing strategy. Firstly, through the PEST analysis of the external environment of the enterprise, then use STP theory to analyze how HLMX chooses the target market and locate it. Finally, use 7Ps theory to study how to use it from product strategy, price strategy, channel strategy, distribution strategy and service marketing strategy. Marketing strategy. As a chain retailer with a short creation time, HLMX has achieved stable market share and sales growth rate in its industry. Through the research of this paper, the following conclusions are obtained: 1. Focus on market segmentation and positioning; 2. Innovative sales model; 3. Adopt flexible pricing strategy; 4. Pay attention to franchisees and customers.
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