文档介绍：目录
一、研究背景、目的及方法 6
(一)研究背景、目的 6
(二)研究方法 6
二、理论基础 6
(一)差异化营销策略 6
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(二)市场定位 7
三、南京先锋奥特莱斯营销现状 8
(一)南京先锋奥特莱斯简介 8
(二)南京先锋奥特莱斯所处的宏观环境 8
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(三)南京先锋奥特莱斯所处的行业竞争结构分析 9
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四、南京先锋奥特莱斯差异化营销战略分析 10
(一)南京先锋奥特莱斯的微观环境 11
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(二)南京先锋奥特莱斯的市场定位以及目标客户的选择 11
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(三)产品差异化策略 12
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(四)促销差异化策略 13
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(五)价格差异化策略 14
五、南京先锋奥特莱斯差异化营销过程中的不足及建议 15
(一)不足 15
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(二)建议 15
六、总结 16
参考文献 17
致谢词 18
南京先锋奥特莱斯差异化营销策略的分析
摘要
经济的飞速发展,零售业的逐渐成熟,不可避免的带来了同质化竞争问题。新思想、新观念层出不穷,营销手法不断推陈出新,越来越多的企业开始重视客户的差异化需求,差异化营销模式的出现给力图长久生存的企业带来了一线生机。本文通过五力模型分析南京先锋奥特莱斯的市场定位,目标消费群体以及所处的宏观、微观环境得出企业该如何进行差异化营销,最后总结差异化营销的效果,得出适当的差异化会在零售业大军中树立起鲜明的旗帜,最终才能拥有自己的忠诚顾客的结论。
关键词:差异化营销市场定位目标消费者五力模型
Abstract
The economical rapid development, the retail trade mature, inevitable has brought the petition question new thought, the new idea emerge one after another incessantly, the marketing technique weeds through the old to bring forth the new unceasingly, more and more many enterprises started to take the customer the variation demand, the variation marketing pattern appearance for try hard the long-lived the enterprise to bring a article through five strength model analysis Nanjing cutting edge Otter Lies's market localization, macroscopic, how the microscopic environment which the goal munity as well as does locate obtains the enterprise to be supposed to carry on the variation marketing, finally summarizes the variation marketing effect, obtains the suitable variation to be able to set up the bright flag in the retail trade army, finally can have own loyal customer's conclusion.
Key word: Variation marketing market localization goal consumer five strength models
南京先锋奥特莱斯差异化营销策略的分析
一、研究背景、目的及