(论文)零售企业节假日营销策略研究

毕业论文(设计)论文题目:零售企业节假日营销策略研究学生姓名：郭嘉伟学号：1003020102专业：市场营销班级：营销1001指导教师：李颖完成日期：2014年5月8日西安财经学院行知学院诚信责任书本人郑重声明：本人所呈交的毕业论文（设计），是在导师的指导下独立进行研究所取得的成果。毕业论文（设计）中凡引用他人已经发表或未发表的成果、数据、观点等，均已明确注明出处。除文中已经注明引用的内容外，不包含任何其他个人或集体已经发表或在网上发表的论文。特此声明。论文作者签名：日期：I节假日零售企业营销策略研究内容摘要本文在界定零售企业和概括节假日市场营销基本策略的基础上,分析了目前零售企业企业节假日营销方法的缺点,而节假日促销是目前我国零售企业的主要竞争手段，但这更加剧了零售企业销售在时间上的不平衡，导致零售企业效益下降，破坏了消费者需求结构的提升，不能给零售商带来可持续的竞争优势。本文提出零售商应从准确选择节假日的目标市场和定位、创造相应的消费主题来开展节假日营销并获得可持续发展。关键词：零售企业节假日营销策略IIStudyontheMarketingStrategyofRetailBusinessHolidaysAbstractBasedonthedefinitionofretailenterprisesandgeneralholidaysbasicmarketingstrategy,analysisoftheshortcomingsofretailbusinessholidaymarketingmethods,andholidayspromotionisthemainmeansofcompetitioninChina'sretail,butthisisexacerbatedbytheimbalancebetweeninretailsales,leadretailersbenefitdrops,destroyedthestructureofconsumerdemandpromotion,cannotbringsustainablecompetitiveadvantageforretailers.Inthispaperweshouldaccuratelyretailerschoosetargetmarketandpositioning,holidaystocreatecorrespondingconsumptionsubjecttocarryoutholidaymarketingandachievesustainabledevelopment.Keywords:RetailmarketingStrategyofenterprisesHolidayandvacations1目录序言················································································1一、零售企业节假日促销的消费需求分析··································1（一）消费者的需求层次··················································1（二）节假日对消费者需求的影响······································1（三）零售企业节假日营销的局限性···································2二、节假日促销的消费行为分析·············································2（一）消费者购买行为的特点············································2（二）冲动型购买时节日消费的主要特点·····························2（三）在节假日消费者冲动型消费的后果·····························2三、关于节假日零售企业的营销策略现状··································3（一）零售企业节假日营销的定义······································3（二）节日零售企业营销策略·········································31.竞争条件、费用分配················································42.销售促进媒介的选择················································43.销售促进时机的选择················································44.销售促进目标对象的选择··········································4四、零售企业节假日开拓市场的营销策略··································4（一）创造相应主题，开辟新的消费领域·····························41.消费者教育····························································42.消费体验·······························································5（二）注重目标市场选择和定位·········································521.高收入阶层····························································52.外地旅游游客·························································5（三）多层次渠道，合理科学的进行管理·····························61.梯度推进销售网络建设·············································62.科学划分配送区域···················································63.合理调整配送方式···················································6（四）针对性的促销策略··················································61.了解市场信息·························································62.通过广告创意，营造节日氛围·····································63.优化布局·······························································74.互动促销·······························································75.价格促销·······························································7结论················································································9参考文献·····································································10致谢···············································································111序言随着经济发展，人民生活水平的不断提高，消费者各方面需求结构的升级，我国零售业发生了显著变化。一是市场不断细分，新的零售业态不断出现；二是零售业的两极分化，一方面是巨型零售商店的发展，另一方面是小型便利店更具有活力；三是外资零售业巨头的进入和势力扩张，使国内零售企业的生存空间更加狭窄；四是以连锁为基础的零售企业突破传统的分散经营局面，跨地区发展、跨行业发展。在这种产业高度分散，市场集中度低，近似完全竞争的市场结构下，零售企业间的竞争日益激烈，各种业态之间以及业态内部都存在竞争过度的市场态势。消费者在节假日本身就存在集中购买的现象，而一到节假日，各零售商更是加大促销力度，运用打折、赠券、现金返还等方式争夺节假日消费市场份额，这更加剧了零售业消费在时间上的不平衡，使消费峰谷现象越来越明显，但对总量的增长却并没有明显的作用。从长远角度来看，这对于零售业的可持续发展是不利的，零售商不应只注重眼前利益，对这种现象应加以重视，并予以解决。本文将从市场营销的角度进行分析，并提出对策建议。一、零售企业节假日促销的消费需求分析（一）消费者的需求层次马斯洛消费的需求层次理论将人的需求分为五个层次：即生理需求、安全需求、社交需求、自尊需求和自我实现需求。马斯洛认为人们的需求是按从低到高的顺序发展的，只有先满足生理需求，才会考虑安全的需求，最后才有自我实现的需求。（二）节假日对消费者需求的影响随着经济的发展，消费水平的提高，消费者的需求逐步从低层次的生理需求向社交、自尊、自我实现等高层次需求发展，需求结构不断升级。随着我国中高收入群体比重上升，中高收入阶层需求结构的升级更加快速。由于有收入作为保障，高收入群体的消费水平较高，他们更加关注消费的质量，消费结构高级化，消费方式个性化和现代化。物质消费讲究品牌、高质、时尚和个性，精神消费和服务消费成为消费的重点和热点。而节假日的零售企业会因为假日而营造一个独特喜庆的气氛，服务与产品区别于日常，给予消费者不同的享受，同时满足消费者在节假日注重消费质量的需求。另一方面大众普遍存在不同的从众现象，当大多数人们面临节假日选择出行与消费的时候，小部分消费者会选择从众消费。但节假日促销使需求结构的提升在消费者没有意识到的情况下遭到破坏。单纯的购物不过是满2足了消费者的吃、穿、用等生理需求，而节假日促销恰恰使得消费者购物单纯化，其并不能使消费者在购物过程中体验到购物所带来的乐趣，只不过是迎合了消费者占便宜的心理。消费者为了不错过这种占便宜的机会，将用来满足更高层次需求的时间用来购买促销商品。其实，这种单纯的购买在非节假日时间就可以得到满足。但时间资源的抢占却限制了许多消费者只能在节假日得到满足的需求，比如旅游、休闲所带来的精神层面的满足。（三）零售企业节假日营销的局限性不少零售企业由于定位不清晰，不了解目标客户的真正需求，不考虑自身定位就盲目跟风，节假日促销同质化现象严重，甚至一些高档商场也加入节假日促销的行列。的确，高档商场的节假日促销会吸引到平日不进入商场购买的较低收入阶层前来购买，表面上扩大了市场，但这也使高档商场的目标人群在节假日消费时资源被低收入人群占据，他们期望的高档服务、体现身份的需求也就无法得到满足。而这些高收入人群在平时都忙于工作，只有在节假日才有时间购物，但节假日促销使他们这种需求的满足无法实现。二、节假日促销的消费行为分析（一）消费者购买行为的特点消费者购买行为的特点包括非专家性、非赢利性、购买收益者和购买执行者一致以及购买零星。所谓消费者购买的非专家性是指消费者由于缺乏与产品有关的专业知识，尤其对某些技术性较强、操作复杂的产品，消费者通常不能从客观的角度，即不能用性能指标来评价不同品牌产品间的差异。在多数情况下，消费者购买产品受个人情感支配的影响，或者受商家广告宣传的影响，消费者的购买行为多有可诱导性和非理性的特点。（二）冲动型购买时节日消费的主要特点由于非专家性，常常会使消费者受