太原王府井百货公司市场营销战略研究TheMarketingStrategyResearchofTaiyuanWangfujingDepartmentStore1目录第一章绪论.......................................................................................................................................11.1研究背景与意义..................................................................................................................11.2太原王府井百货公司介绍..................................................................................................41.3论文结构与研究思路..........................................................................................................5第二章相关理论综述........................................................................................................................62.1市场营销环境.....................................................................................................................62.2SWOT分析...........................................................................................................................62.3市场定位.............................................................................................................................8第三章太原王府井百货宏观营销环境分析..................................................................................103.1人口环境...........................................................................................................................103.2经济环境...........................................................................................................................113.3政治法律环境....................................................................................................................153.4自然资源环境....................................................................................................................163.5技术环境...........................................................................................................................173.6社会文化环境....................................................................................................................17第四章微观营销环境分析..............................................................................................................194.1公司营销现状分析............................................................................................................194.1.1员工架构分析...................................................................................................194.1.2营销现状分析...................................................................................................194.2竞争环境分析....................................................................................................................214.2.1现有同业者.......................................................................................................234.2.2潜在进入者.......................................................................................................244.2.3供方议价能力...................................................................................................244.2.4买方议价能力...................................................................................................254.2.5替代者................................................................................................................
