专业连锁店品牌化营销策略分析.doc

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本科毕业设计(论文)
题目:专业连锁店品牌化营销策略分析
——以宁波五星电器为例
学院商学院
专业市场营销
班级 07管理1班
学号 XXX
姓名 XXX
指导教师 XXX
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专业连锁店品牌化营销策略分析
——以宁波五星电器为例
摘要:在经济快速发展和家电连锁企业竞争日趋激烈的今天,企业应更加注重满足顾客的需求,家电连锁企业经营的核心就是洞悉市场,满足顾客需求,提高顾客满意度,创造顾客忠诚,以赢得长期发展和竞争优势,因此,顾客满意成了家电连锁企业活动的基本准则。全文包括正文六章。第一章绪论,阐述了论文写作的背景、意义。第二章主要介绍了论文所需要运用的实际和理论基础。第三章从宏观环境、消费者市场、行业竞争、竞争对手四个方面对家电行业进行环境分析。第四章对五星电器公司进行分析并指出了公司内存在的问题。第五章提出了相应的品牌化营销策略。
关键字:营销策略;五星电器;顾客满意
Professional chain of brand marketing strategy
——A Case Study of Ningbo Five Star Appliance
Abstract:In the rapid economic development and an petitive home appliance chain enterprises today, enterprises should pay more attention to meet customer needs, home appliance chain's core business is the insight into the market to meet customer needs, improve customer satisfaction and create customer loyalty, to win the long-term development petitive advantage, therefore, customer satisfaction, home appliance chain has e the basic norms of corporate activities.
Full-text includes text of six chapters. The first chapter, writing paper describes the background, significance. The second chapter introduces the thesis of the need to apply the practical and theoretical basis. Chapter from the macro environment, consumer market, petition, competitors on the home appliances industry in four areas of environmental analysis. Five Star Chapter of the analysis of pany and pointed out the problems within pany. Chapter V presented the corresponding brand marketing strategy.
Key words:Marketing Strategy Five Star Appliance Customer Satisfaction
目录
摘要
关键词
Abstract
Key words
1绪论 5
5
:家电行业现状 5
5
2环境分析 6
6
7
8
8
11
11
11
SWOT分析 12
12
13
13
14
14
3宁波星普五星电器有限公司现状及问题分析 1