阜新市布路舒爾鞋業(yè)有限公司營銷策略分析

論文編號:YX168   論文字?jǐn)?shù):34660,頁數(shù):48  附開題報告，外文翻譯

摘要
 
 隨著我國社會文明的不斷進(jìn)步，經(jīng)濟(jì)體制改革的不斷深入，市場經(jīng)濟(jì)已經(jīng)不僅是法制經(jīng)濟(jì)，更是一種高文化含量的經(jīng)濟(jì)，如果說經(jīng)濟(jì)由市場這只“看不見的手”來調(diào)節(jié),那么還有另一只“看不見的手”——文化在影響著。隨著營銷制度創(chuàng)新速度的日益加快，新型營銷技術(shù)與策略的日新月異，我們越來越需要一種深入人心并具有持久競爭力的營銷方式來讓企業(yè)可持續(xù)發(fā)展。不難預(yù)見，全球經(jīng)濟(jì)科技文化一體化的時代，蘊涵著深厚知識文化與哲學(xué)的營銷方式將得到廣泛而迅速地傳播與應(yīng)用，而這種新型營銷方式正契合于時代背景，把握了市場脈搏，這就是文化營銷。
 本文結(jié)合零售業(yè)的行業(yè)背景和企業(yè)發(fā)展背景，根據(jù)文化營銷相關(guān)理論知識，分別從行業(yè)宏觀環(huán)境分析和企業(yè)微觀環(huán)境分析入手，運用對比分析和SWOT分析兩種分析方法，對遼寧興隆百貨集團(tuán)作出了比較詳細(xì)的分析，在分析中進(jìn)一步指出其存在的問題，并根據(jù)實際情況，提出用文化營銷的相關(guān)策略來解決問題。　　
 在這個競爭激烈，需求多樣，信息爆炸的時代，文化營銷的系統(tǒng)理論將不斷發(fā)展完善，文化營銷的思想也能夠幫助遼寧興隆百貨集團(tuán)尋找到核心競爭力，實現(xiàn)企業(yè)“發(fā)展連鎖，商業(yè)報國”的宏愿。
關(guān)鍵詞：文化；文化營銷；連鎖

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

目錄
1緒論 1
1.1選題背景 1
1.2企業(yè)文化營銷研究綜述 1
1.3研究內(nèi)容及基本框架 2
1.3.1研究內(nèi)容 2
1.3.2基本框架 2
1.3.3技術(shù)路線 3
1.4研究意義及創(chuàng)新點 3
1.4.1研究意義 3
1.4.2創(chuàng)新點 4
2遼寧興隆百貨集團(tuán)概況及企業(yè)存在的問題 5
2.1遼寧興隆百貨集團(tuán)簡介 5
2.3遼寧興隆百貨集團(tuán)在營銷中主要存在的問題 8
3 文化營銷概述 10
3.1文化的概念 10
3.1.1文化的內(nèi)涵 10
3.1.2文化的特征 11
3.2文化營銷概述 12
3.2.1文化營銷的概念 12
3.2.2文化營銷的特點 13
3.2.3文化營銷的基點 14
3.3文化營銷與企業(yè)戰(zhàn)略 15
4遼寧興隆百貨集團(tuán)文化營銷必要性分析 17
4.1零售行業(yè)宏觀環(huán)境分析 17
4.1.1我國零售業(yè)發(fā)展現(xiàn)狀及特點 17
4.1.2我國零售業(yè)發(fā)展趨勢 21
4.2與沃爾瑪對比分析 24
4.3遼寧興隆百貨集團(tuán)文化營銷SWOT分析 32
4.3.1遼寧興隆百貨集團(tuán)進(jìn)行文化營銷所面臨的機會 32
4.3.2遼寧興隆百貨集團(tuán)進(jìn)行文化營銷所面臨的威脅 33
4.3.3遼寧興隆百貨集團(tuán)進(jìn)行文化營銷的優(yōu)勢 34
4.3.4遼寧興隆百貨集團(tuán)的劣勢 36
5遼寧興隆百貨集團(tuán)文化營銷研究 38
5.1集團(tuán)的戰(zhàn)略思想 38
5.2遼寧興隆百貨集團(tuán)的文化營銷策略 39
5.2.1遼寧興隆百貨集團(tuán)實施文化營銷過程中的三個層次 39
5.2.2遼寧興隆百貨集團(tuán)文化營銷策略 41
6 結(jié)論 45
致謝 46
參考文獻(xiàn) 47