株洲百货公司服务营销策略研究

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1、摘要在株洲目前有限的商业空间中，各大百货企业的进入，激发了株洲的商业活力，提升了株洲城市的商业层次品位，面对株洲市百货零售行业激烈的竞争，株洲百货股份有限公司采用什么样的营销战略，实施什么样的营销策略组合，才能在激烈的竞争环境中打败竞争对手，吸引并留住消费者。本文以株洲百货公司为研究对象，在掌握了足够的营销理论和战略理论的基础上，搜集参考大量的研究文献，结合公司的实际情况，认真分析，仔细求证，从株洲百货公司的营销环境分析入手，介绍了株洲百货零售业的行业概况、行业环境与株洲百货市场竞争情况。对株洲百货公司的优势、劣势、机会、威胁进行研究，

2、对该百货商店存在的问题进行剖析。认为株洲百货主要问题是:知名品牌商品太少、企业品牌影响力不够、服务无特色、定位不准确等。然后根据市场情况确定株洲百货公司的目标市场和市场定位，从产品、价格、促销、渠道对株洲百货的服务营销策略进行优化设计。认为株洲百货公司应调整市场定位，以中高档稳定收入人群为目标客户；对知名品牌商品大力引进；积极开展促销活动，实行低价策略；完善服务，优化购物环境，提升盈利空间等。并从完善人力资源管理、实施品牌战略、培育企业文化等方面对服务营销策略的实施提出了建议。关键词：株洲百货股份有限公司，服务营销，策略IABSTRAC

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