阜新市布路舒尔鞋业有限公司营销策略分析

论文编号:YX168   论文字数:34660,页数:48  附开题报告，外文翻译

摘要
 
 随着我国社会文明的不断进步，经济体制改革的不断深入，市场经济已经不仅是法制经济，更是一种高文化含量的经济，如果说经济由市场这只“看不见的手”来调节,那么还有另一只“看不见的手”——文化在影响着。随着营销制度创新速度的日益加快，新型营销技术与策略的日新月异，我们越来越需要一种深入人心并具有持久竞争力的营销方式来让企业可持续发展。不难预见，全球经济科技文化一体化的时代，蕴涵着深厚知识文化与哲学的营销方式将得到广泛而迅速地传播与应用，而这种新型营销方式正契合于时代背景，把握了市场脉搏，这就是文化营销。
 本文结合零售业的行业背景和企业发展背景，根据文化营销相关理论知识，分别从行业宏观环境分析和企业微观环境分析入手，运用对比分析和SWOT分析两种分析方法，对辽宁兴隆百货集团作出了比较详细的分析，在分析中进一步指出其存在的问题，并根据实际情况，提出用文化营销的相关策略来解决问题。　　
 在这个竞争激烈，需求多样，信息爆炸的时代，文化营销的系统理论将不断发展完善，文化营销的思想也能够帮助辽宁兴隆百货集团寻找到核心竞争力，实现企业“发展连锁，商业报国”的宏愿。
关键词：文化；文化营销；连锁

Abstract

Along with the our country society civilization unceasing　progress, the economic restructuring is unceasingly thorough, the　market economy already not only was the legal system economy, but is　one kind of high cultural content economy, if the economy "the hand　which cannot see" by market this adjusts, then also has "the hand　which another cannot see" - the culture to affect. Speeds up day by day along with the marketing system innovation speed,　the new marketing technology and strategy changing with each new day，we more and more need one kind to strike root in the hearts of the　people and to have the lasting competitive ability the marketing way　to let the enterprise sustainable development. It is not difficult to foresee, the global economical science and technology culture integration time, will be containing the deep knowledge culture and the philosophy marketing way obtains widely and rapidly the dissemination and the application, but this kind of new marketing way conjunction to the time background, has grasped the market pulse, this will be the cultural marketing.
This article unifies the retail trade the profession background and the enterprise develops the background, according to the cultural marketing related theory knowledge, separately obtains from the profession macroscopic environment analysis and the enterprise microscopic environment analysis, analyzes two analysis methods using the contrast analysis and SWOT, has made the quite detailed analysis to the Liaoning prosperous general merchandise group, in the analysis further pointed out its existence the question, and according to the actual situation, proposed solves the problem with the cultural marketing related strategy.
In this competition intense, the demand is diverse, the information explodes the time, the cultural marketing system theory unceasingly will develop consummates, the cultural marketing thought also will be able to help the Liaoning prosperous general merchandise group to seek to the core competitive ability, the realization enterprise "the development chain-like, the trade will serve the country" great aspirations.
Key words: Culture; Cultural marketing; Chain-like

目录
1绪论 1
1.1选题背景 1
1.2企业文化营销研究综述 1
1.3研究内容及基本框架 2
1.3.1研究内容 2
1.3.2基本框架 2
1.3.3技术路线 3
1.4研究意义及创新点 3
1.4.1研究意义 3
1.4.2创新点 4
2辽宁兴隆百货集团概况及企业存在的问题 5
2.1辽宁兴隆百货集团简介 5
2.3辽宁兴隆百货集团在营销中主要存在的问题 8
3 文化营销概述 10
3.1文化的概念 10
3.1.1文化的内涵 10
3.1.2文化的特征 11
3.2文化营销概述 12
3.2.1文化营销的概念 12
3.2.2文化营销的特点 13
3.2.3文化营销的基点 14
3.3文化营销与企业战略 15
4辽宁兴隆百货集团文化营销必要性分析 17
4.1零售行业宏观环境分析 17
4.1.1我国零售业发展现状及特点 17
4.1.2我国零售业发展趋势 21
4.2与沃尔玛对比分析 24
4.3辽宁兴隆百货集团文化营销SWOT分析 32
4.3.1辽宁兴隆百货集团进行文化营销所面临的机会 32
4.3.2辽宁兴隆百货集团进行文化营销所面临的威胁 33
4.3.3辽宁兴隆百货集团进行文化营销的优势 34
4.3.4辽宁兴隆百货集团的劣势 36
5辽宁兴隆百货集团文化营销研究 38
5.1集团的战略思想 38
5.2辽宁兴隆百货集团的文化营销策略 39
5.2.1辽宁兴隆百货集团实施文化营销过程中的三个层次 39
5.2.2辽宁兴隆百货集团文化营销策略 41
6 结论 45
致谢 46
参考文献 47