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随着太仓港口的建设发展带动起了太仓经济的腾飞,人民收入水平稳步提升,太仓的零售业也出现了前所未有的繁荣景象。作为太仓零售领域的亮点,新世界百货“面向全体工薪阶层,时尚前卫引导消费,全面推进品牌经营,决不经营伪劣商品”的经营策略获得了巨大成功。但是,通过对新世界百货的市场营销现状分析,发现其在品牌定位、促销策略、售后服务等方面仍存在种种问题,加上太仓零售业领域强大的新竞争对手的不断出现,新世界百货面临了产品销售的瓶颈。本文试从营销策划的产品、价格、品牌、服务、广告促销等方面出发,结合太仓经济发展现状及消费者消费模式和行为特征,对新世界百货的产品策划方法提出改进性的意见和建议,以期能通过这些新的营销策略的实施提高企业产品的持续销售能力。
With the construction and development of Taicang Port leading the economic take-off in Taicang, the income level of the people has steadily risen, and the retail industry in Taicang has also seen unprecedented prosperity. As a highlight of the Taicang retail area, NWDS has achieved tremendous success in the business strategy of “guiding the entire working-class, fashion-avant-garde guiding consumption, promoting brand management in an all-round way and never operating fake and shoddy goods.” However, through the analysis of the current state of marketing of Shinsegae Department Store, it finds that there are still problems in brand positioning, promotion strategy and after-sales service. With the continuous emergence of powerful new competitors in Taicang’s retail industry, Shinsegae Department Store faces The bottleneck of product sales. Based on the current economic development in Taicang and consumer patterns and behavioral characteristics of Taicang, this paper puts forward suggestions and suggestions on improving the product planning method for New World Department Store. With a view to through these new marketing strategies to enhance the continued sales of enterprise products.