浅析胖东来商贸集团的营销策略

(设计)浅析胖东来商贸集团的营销策略摘要在经济水平发展越来越高的今天，商场已经和大家的生活有着密切的联系。商品经济空前繁荣，随着沃尔玛、家乐福等进入市场，使一些的大型商场有了巨大的压力，但是胖东来商贸集团（以下简称胖东来）却有着自己独具特色的管理和运营手段，在这种激烈的商场竞争中占据了很大的优势，成功的在河南许昌、新乡立足，由于胖东来完善的管理机制，优质的服务水平赢得了当地消费者的强烈的喜爱，以致沃尔玛和家乐福这种大型商场黯然退出竞争。本论文主要以胖东来为研究对象，通过案例研究法以及文献研究法等研究方法，对胖东来的营销环境及营销策略进行的分析，通过以上的种种了解发现胖东来在营销过程中遇到的问题，以及遇到的问题该如何去解决，正确学习胖东来的管理运营策略，填补商场运营中不足的一面，为社会做出更好的贡献。关键词:胖东来；SWOT 分析；营销策略(设计)On the Marketing Strategy of PangDongLai business groupAbstractIn today’srapid economic development, shopping malls are closely related to everyonerapos;s life. The commodity economy is unprecedentedly prosperous. With Wal-Mart and Carrefour entering the market, some large shopping malls are under huge pressure. However, Pang DongLai Business Group (hereinafter referred to as PangDongLai) uses its own unique management and operation methods. This fierce market competition occupies an advantage, and has successfully established a foothold in Xuchang, Xinxiang, Henan. Due to the perfect management mechanism of PangDongLai, the high quality service level has won the strong love of local consumers, so that Wal-Mart and Carrefour are large hopping malls. Sadly withdrew from the competition. Under the current fierce competition, understand the development status of PangDongLai.This thesis mainly takes the search object, through the case study method and literature research method and other research methods, analyzes the marketing environment and marketing strategy of PangDongLai, and find...