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论文编号：	13606
作者编号：	2320190542
上传时间：	2022/12/5 0:16:19
中文题目：	“小时候”怀旧主题零售店营销策略研究
英文题目：	Research on Marketing Tactics of XiaoShihou Nostalgic Retail Store
指导老师：	任星耀
中文关键字：	怀旧经济；沉浸式购物体验；市场定位；营销组合策略
英文关键字：	nostalgic economy; immersive shopping environment; market positioning; marketing mix tactics
中文摘要：	当前，大众怀旧不仅是社会、文化和心理现象，还是众所周知的经济现象，市面涌现出各类怀旧业态，目前怀旧行业进入壁垒较低、竞争激烈。“小时候”怀旧主题零售店，始终秉持把回忆的美好带进现实的理念，店铺集怀旧零食、怀旧玩具、怀旧百货及怀旧场景于一体，致力于打造沉浸式购物体验，希望能给当下年轻人心灵慰藉，无论面对何种压力，在进入“小时候”的店铺内都能重温儿时美好、重拾信心、坚定理想与信念。本文以“小时候”怀旧主题零售店（现全国连锁100余家店铺）为研究对象，在行业激烈竞争、常态化疫情防控阶段，帮助企业找出营销问题，并设计营销提升策略，助力其发展。 首先对怀旧市场规模及潜力、“小时候”怀旧主题零售店概况及面临的竞争进行分析；再结合“小时候”怀旧主题零售店自身优势、劣势与内外部环境的机遇、威胁，对其进行了SWOT分析，以求发挥优势、克服弱点、利用机会、避开威胁；又对“小时候”怀旧主题零售店的现状及问题进行分析，结合以上为后续“小时候”怀旧主题零售店营销策略的提升提供思路。 作者经过精细化的市场细分，选定符合品牌发展的目标市场，最终以“回到小时候，回到最初的美好”为市场定位，希望消费者进入店内都能重温儿时的美好，找到回到小时候的感觉。从消费者需求出发，将满足目标消费者需求做到位；选品上更新产品的深度及广度；定价上根据消费者感知价值不同设置不同区域定价；渠道上避免疫情常态化对线下渠道的影响，并配合年轻人的习惯展开线上渠道；促销上进一步完善自有媒体、付费媒体、获得媒体的布局；提升一线人员的专业性、共情性及服务响应性；服务过程进一步优化到细节；并从多层面进行有形展示，提升“小时候”怀旧主题零售店品牌价值。最后，作者从人力资源、合作伙伴选择与合作管理、数字化管理信息系统三方面阐述其如何作为“小时候”怀旧主题零售店营销策略提升的有力实施保障。 本文的研究成果，一方面有助于提高“小时候”怀旧主题零售店的市场竞争力，提升竞争壁垒，促进企业可持续发展；另一方面也可为我国怀旧行业及连锁零售行业的市场定位选择、营销策略制定提供一些参考。 关键词：怀旧经济；沉浸式购物体验；市场定位；营销组合策略
英文摘要：	At present, consumer nostalgia is not only a social, cultural and psychological phenomenon, but also a well-known economic phenomenon. Various nostalgic formats have emerged in the market. In contemporary market, due to the low entry barriers of the nostalgic industry, the competition is fierce. Xiaoshihou, the nostalgic theme retail store always adheres to the concept of bringing the beautiful memories into reality. The store integrates nostalgic snacks, nostalgic toys, nostalgic department stores and nostalgic scenes, committing to creating an immersive shopping environment. It aims to provide psychological comfort to young people at present. No matter what pressure they face, they hope to relive the beauty, regain confidence, and strengthen their ideals and beliefs when they were young. This thesis takes the nostalgic theme retail stores (now there are more than 100 stores in China) as the research object. Under the fierce competition in the industry and the normalization of the epidemic, it assists the enterprise in identifying the weakness in their contemporary market strategy and determining the further strategy to improve corporate profitability. Firstly, the thesis gives an overview introduction of the scale and potential of nostalgia market, the general situation of Xiaoshihou and the competition Xiaoshihou is facing. Then, the thesis conducts SWOT analysis, combined with its own strengths and weaknesses as well as the opportunities and threats of the internal and external environment, aiming to develop own strengths, overcome weaknesses, take advantage of opportunities and avoid threats, also analyzes the current situation and problems of Xiaoshihou. Lastly, the author provides ideas for the subsequent improvement of the marketing strategy of Xiaoshihou. After refined market segmentation, the author selects the target market that conforms to the brand development, and finally takes "back to childhood" as the market positioning, hoping that consumers can relive the beauty of childhood and find the feeling of returning to childhood when they enter the store. Starting from the market demand, the stores meet the needs of target customer as far as possible; update the depth and breadth of products in the selection; in terms of pricing, different regional pricing is set according to different price sensitivities of consumers; from the aspect of marketing channels, the impact of the epidemic normalization on offline channels should be decreased, and online live channels should be launched in accordance with the habits of young people; further improve the investment on owned media, paid media and earned media; improve the professionalism, empathy and service responsiveness of front-line personnel; the service process is further optimized to the details; carry out tangible display from multiple levels to enhance the brand value of Xiaoshihou. Finally, the author expounds how it can be used as a powerful implementation guarantee for the improvement of Xiaoshihou marketing strategy from three aspects: human resources, partner selection and cooperation management, and digital management information system. The research results of this thesis, on the one hand, help to improve the market competitiveness of Xiaoshihou, enhance the barriers to competition, and promote the sustainable development of enterprises; on the other hand, it can serve as a guideline for the market positioning strategy, business decision-making approach and supply chain operation of similar nostalgic stores. Key words: nostalgic economy; immersive shopping environment; market positioning; marketing mix tactics
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