Today , our country has already joined the wto , chain building materials supermarket as a kind of new - type chain management style combine with merchandise sales of building material in our country , , just be in the stage of starting 在我國已經(jīng)加入wto的今天,我國的連鎖建材超市作為連鎖經(jīng)營方式和建材商品銷售相結(jié)合的一種新型業(yè)態(tài),剛剛處于起步階段,營銷管理方面存在著嚴(yán)重不足,己成為制約連鎖建材超市發(fā)展的一個重要因素。
In can decorating a process , make the wooden floor board that the gentleman discovers to his home place is used accidentally , make clear on detailed list for square metre of 260 yuan of , can taste the wooden floor of card , similar standards likewise , in building materials supermarket 160 yuan can clinch a deal 可在裝修過程中,許先生偶然發(fā)現(xiàn)他家所用的木地板,清單上注明為260元平方米,可同樣品牌、同樣規(guī)格的木地板,在建材超市160元就能成交。
This text takes obi chain building materials supermarket as an mainly example , through that the obi buildings materials supermarket ' s successful experience and failing lessons in china , utilize compared analyses to prove that how the chinese building materials supermarket should update the marketing idea constantly and take the corresponding marketing tactics 本文主要以歐倍德連鎖建材超市無錫店為例,通過分析歐倍德無錫店在當(dāng)?shù)爻晒εc失敗的經(jīng)驗(yàn)教訓(xùn),利用對比分析來說明建材超市應(yīng)如何不斷更新營銷觀念并采取相應(yīng)的營銷策略。
Around the central issue of how raise the chain building materials supermarket management , with the marketing management , the serve marketing theory etc . as guide , regard improving the marketing management of the building materials supermarket of the chain as the starting point , surrounded in the center of how structure with modern chain building materials supermarket characteristic management system of marketing , analyzed the insufficient that the building materials supermarket of the chain existed during marketing management at present . base on the consumption habit of the local consumer , regional actual conditions , and combine with my working experi ence in that firm , i have carried on the deep investigations , adopted the demonstration and reiteration method , have systematically studied the relation of the inner marketing , the serve marketing strategy , 4p ' s marketing tactics , the strategy of corporate image , the customer satisfied , enterprise profit ability existed direct relevant relation in the building materials supermarket of the chain and propose a competitiveness model against chain building materials supermarket . , thus proposes some feasibility suggestions in improving the marketing management and the key competitiveness of the building materials supermarket 筆者圍繞著如何提高連鎖建材超市的營銷管理工作這一中心問題,以營銷管理學(xué),服務(wù)市場營銷學(xué)等理論作為指導(dǎo),以提高連鎖建材超市的營銷管理工作為出發(fā)點(diǎn),圍繞著如何構(gòu)建具有現(xiàn)代連鎖建材超市特點(diǎn)的營銷管理體系為中心,針對目前連鎖建材超市在營銷管理中存在的問題和不足,立足于歐倍德連鎖建材超市無錫店當(dāng)?shù)叵M(fèi)者的消費(fèi)習(xí)慣,地區(qū)環(huán)境等實(shí)際情況并結(jié)合筆者在該單位工作的一些經(jīng)驗(yàn)和體會,進(jìn)行了深入的調(diào)查研究,采用實(shí)證、規(guī)范相結(jié)合的方法,系統(tǒng)地研究了連鎖建材超市的內(nèi)部營銷,服務(wù)營銷戰(zhàn)略, 4p營銷組合,企業(yè)形象戰(zhàn)略,顧客滿意,企業(yè)盈利能力之間存在的直接的相關(guān)關(guān)系,并提出了一個針對連鎖建材超市特點(diǎn)的競爭力模型,從而為改進(jìn)連鎖建材超市的營銷管理,不斷提高連鎖建材超市的核心競爭力提出一些可行性建議。