华联吉买盛公司营销战略的研究

上海交通大学硕士学位论文华联吉买盛公司营销战略的研究姓名：王幼申请学位级别：硕士专业：工商管理指导教师：胡海鸥200701132006PESTSWOTTHERESEARCHOFHUALIANGMSCOMPANYFORMARKETINGSTRATEGYABSTRACTHUALIANGMScompanythisthesisanalyzedisachainhypermarketcompanywhichismainlylocatedinShanghairegionanditsmarketsharepositionsinnumbersevenofthesameformatcompaniesin2006.Inthatcase,theaimofthethesiswastomakearesearchonthemarketingstrategyofsuchaspecialmiddleorsmallscaledcompanyandhelpedHUALIANGMSgainthesustainablecompetitivestrengthinthenearfuture.Theresearchframeofthisthesiscouldbeseparatedintofourparts.Firstly,thethesismadearesearchmodel;Secondly,thethesisanalysedthemainenviromentalfactorswhichwouldbringtheopportunitiesandchallengesforHUALIANGMS;Thirdly,thethesisanalysedtheresourcesofHUALIANGMSwhichwouldmeanthestrengthsorweaknessesofHUALIANGMS;Forthly,thethesisdeterminedaconcentratedanddifferentiatedmarketingstrategiesforHUALIANGMSandthendevisedtheintegratedstrategiesthatcombines6marketingfactorstoachievethepositioning.Theresearchmethodofthethesiscombinedtheapplicationoftherelatedtheorieswiththedatasfromthemarketresearch.Inthethoriestier,thethesisappliedPESTanalysismethod,Porter5-powermodelandSWOTanalysismethodandthePrinciplesofPOSITIONING.MARKETINGWAR;Inthedatatier,thethesisusedmanyresourcesprovidedbyHUALIANGMSanditscorporatedcompanies.TheinnovationpointsofthethesiswasmentioningthedifferentiationtrendofthehypermarketformatintheShanghaiRegionanddevisingcombinedmarketingfactorswhichcanbeusedforthehypermarketcompanies.KEYWORDS:ChainHypermarket,positioning,marketing,strategy2008113MBA1200412199820200613660%TESCO2006MBA2111998-2002199830002002501010150022003-20042002-200320022005502010100320032004113532003200485%MBA32003-2004200410012004131250032005-200620051152006136200511536170033.592005MBA4100020056-300020062000100042007-[1]121[2]MF4P[3]4P+3RRETENTIONRELATEDSALESREFERRALS[4]-MBA5—[5][6]R-[7]J[8]3PESTSWOTSWOTPEST122,,(1)FIGURE1TheResearchModelofHULIANGMSCompanyforMarketingStrategySTPSWOTMBA6SWOTSTP4P+2C1POSITION2PRODUCT3PRICE4PROMOTION5CUSTOMERRELATION6CHANNELRELATIONMBA72123PEST111999GDP308053720Table1GNPofShanghaiRegionfrom1998-20063801.091855.3648.81%291044188.7310.20%2129.6050.84%319799.88%4771.1713.90%2486.8652.12%3621713.25%MBA85210.129.20%2728.9452.38%393408.62%5741.0310.19%3038.9052.93%431439.67%6694.2316.60%3404.1950.85%5003215.97%8072.8320.59%4097.2650.75%5992819.78%9164.1013.52%4620.9250.42%6756512.74%10366.3713.12%5244.2050.59%7599012.47%2Table2TherelateddatasofShanghaiEconomyfrom1998-20061593.2712059877368661722.338.10%1414717.31%1093224.61%824820.13%1865.288.30%154209.00%117187.19%88687.52%2016.378.10%1776415.20%128839.94%93365.28%2203.899.30%194739.62%132502.85%1046412.08%2404.459.10%2216013.80%1486712.20%110405.51%2656.9110.50%2439810.10%1668312.21%1263114.41%2972.9711.90%268239.94%1864511.76%137739.04%3360.4113.03%2956910.24%2066810.85%147627.18%22004200651%200613613861.5%64.9%MBA93CPI20061.2%2007CPI16027520%44%MBA10“”10“”2006500100030375%43420042005200639%35%-36%2006123343.6MBA11Table3FoodRetailingAmountinShanghaifrom1998-20061593.27640.841722.33694.038.30%1865.28743.317.10%2016.37802.537.97%2203.89874.769.00%2404.45939.297.38%2656.911043.2611.07%2972.971172.0512.34%3360.411328.313.33%Table4ConsumingStructureofCitizensinShanghaifrom1998-200610050.66.96.63.85.913.09.83.410045.26.79.34.27.113.310.24.010044.56.47.75.68.614.59.03.710043.46.26.26.010.315.28.54.210039.45.96.27.010.715.911.43.510037.26.87.25.411.416.611.63.810036.46.36.26.013.417.410.53.810035.96.85.85.814.416.510.24.610035.66.95.95.215.816.59.74.4MBA1222001500020062007WTOWTO2004200720012006MBA13WALMART90ECR[9]MBA142004[10]ACNIELSEN2006[11]2005[12]1FIGURE2ConsumingFrequencyofShanghaiCitizensindifferentchannelsfrom2003-20052050422642316.34.123.865.410.8223.795.813.664.15.820.69200320042005MBA152FIGURE3GlobalConsumingDemandStructurein200633MBA1644FIGURE4ConsumerCoreDemandFactoresMBA1720041924923310615MBA18MBA1920062220061.8Otto1.720062011164200433262519FMCG200780%3MBA20MBA218000800011200464002%-4%20-40219968200522144393220044320055520069010%3MBA221-48000-20000300-50045%3TESCO1998520043220043Tesco2502004TescoTescoMBA238000-90004199720066MBA24156MBA251703~4MBA26Table5TheMarketingShareofFast-consumingGoodsofHUALIANGMSFrom2004-200514326.21059.437.8231095Table6TheComparationofSalesCapacityofHUALIANGMSandMainRivals(2002-2005)6////////MBA27500~600171288.68%8069.82%78Table7TheMainRivalsofHUALIANGMSStoresTable8TheChangeofSalesCapacityofHUALIANGMSStoresFacingCompetitions052004122168122763-1082-4.75%2236223420.07%2062923308-2679-11.49%20062305-299-12.96%2005-7-1549725300-328-6.19%450579-129-22.25%20041210858106482101.97%10671098-31-2.85%MBA282005-7-2832563972-715-18.02%319400-81-20.23%20051035383596-58-1.61%441447-5-1.22%2004962416879-638-9.27%608730-123-16.81%05/02/0405/01/2446025920-1318-22.26%423611-189-30.88%2006110291061-32-3.03%101101-1-0.82%2005-9-2353195808-489-8.41%5535035010.04%1200622%58%20%19.88%45%234,30()MBA2954%65%602%5FIGURE5ComparationofConsumerIncome,PriceDemandandPriceProvidedbyHUALIANGMS1DM21~23