小城镇商业企业营销管理的研究(69页).rar
小城镇商业企业营销管理的研究(69页),69页中文摘要小城镇商业企业是小城镇经济体系中的重要组成部分，其主要以小城镇为依托面向农村市场，为满足小城镇及农村居民的生产和生活所需而服务。目前，理论界对小城镇商业企业的重要性尽管有一定的认识，但对其较为重要的小城镇商业企业营销管理却未展开深入的研究。文章从小城镇商业企业营销管理的优势入手，认为其在经营成本、产品的市...
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内容介绍
原文档由会员 白痴学东西 发布
69页
中文摘要
小城镇商业企业是小城镇经济体系中的重要组成部分，其主要以小
城镇为依托面向农村市场，为满足小城镇及农村居民的生产和生活所需
而服务。目前，理论界对小城镇商业企业的重要性尽管有一定的认识，
但对其较为重要的小城镇商业企业营销管理却未展开深入的研究。文章
从小城镇商业企业营销管理的优势入手，认为其在经营成本、产品的市
场前景等方面具有独特的优势，而在企业内部如营销理念、营销组织架
构等方面存在许多函待解决的问题，在企业外部也存在一定的制约因素。
在上述分析的基础上，作者从三个层次，即战略层面、市场定位、策略
层面寻求解决小城镇商业企业营销管理问题的可靠方法，试图使小城镇
商业企业对城镇化的作用进一步凸显出来。
关键词:小城镇商业企业营销管理营销管理对策
第1章绪论
商业企业营销管理理论综述·····························
.
1商业企业概述·········································
.
2市场营销理论综述···································
.
3商业企业营销的研究对象与任务··················
小城镇商业企业营销管理的重要意义···················
国内外小城镇商业企业营销管理研究现状············
本章小结······················································
第2章小城镇商业企业营销管理的优势条件···············
2.1经营成本的综合优势·······································
2.1.1丰富、廉价的劳动力资源···························
2.1.2较低的土地使用费····································
2.2市场优势······················································
2.2.1小城镇商业企业的市场广阔························
2.2.2中国经济整体发展给小城镇商业企业带来的机
2.3竞争优势:大型商业企业多分布在大城市，小城镇
白·······························································
2.4本章小结·······················································
第3章小城镇商业企业营销管理的制约因素················
黑龙江大学硕士学位论文
3.1企业内部的制约因素········································
3.1.1市场营销观念落后····································
3.1.2营销组织不健全·······································
3.1.3缺乏市场营销人刁‘····································
3.2企业外部的制约因素·······································
3.2.1目标市场消费水平较低······························
3.2，2小城镇及农村地区基础设施落后··················
3.2.3缺少适合目标市场的商品···························
3.2.4进入壁垒较低，市场上竞争较为激烈············
3.3本章小结·········，············································
第4章小城镇商业企业营销管理对策························
4.1小城镇商业企业的营销战略······························
4.2城镇商业企业的市场定位·································
4.2.1市场细分与目标市场·································
4.2.2市场定位················································
4.3城镇商业企业的营销组合策略···························
4.3.1选址策略················································
4.3.2采购策略················································
4.3.3商品组合策略···········································
4.3.4价格策略·················································
4.3.5促销策略·················································
4.4实证分析—沃尔玛的盈利模式·························
4.4.1明确而独立的战略定位·······························
4.4.2满足顾客需求··········································
先进的信息管理和物流配送技术··················
与各方面保持良好关系······························
4.5本章小结······················································
结语··············..
中文摘要
小城镇商业企业是小城镇经济体系中的重要组成部分，其主要以小
城镇为依托面向农村市场，为满足小城镇及农村居民的生产和生活所需
而服务。目前，理论界对小城镇商业企业的重要性尽管有一定的认识，
但对其较为重要的小城镇商业企业营销管理却未展开深入的研究。文章
从小城镇商业企业营销管理的优势入手，认为其在经营成本、产品的市
场前景等方面具有独特的优势，而在企业内部如营销理念、营销组织架
构等方面存在许多函待解决的问题，在企业外部也存在一定的制约因素。
在上述分析的基础上，作者从三个层次，即战略层面、市场定位、策略
层面寻求解决小城镇商业企业营销管理问题的可靠方法，试图使小城镇
商业企业对城镇化的作用进一步凸显出来。
关键词:小城镇商业企业营销管理营销管理对策
第1章绪论
商业企业营销管理理论综述·····························
.
1商业企业概述·········································
.
2市场营销理论综述···································
.
3商业企业营销的研究对象与任务··················
小城镇商业企业营销管理的重要意义···················
国内外小城镇商业企业营销管理研究现状············
本章小结······················································
第2章小城镇商业企业营销管理的优势条件···············
2.1经营成本的综合优势·······································
2.1.1丰富、廉价的劳动力资源···························
2.1.2较低的土地使用费····································
2.2市场优势······················································
2.2.1小城镇商业企业的市场广阔························
2.2.2中国经济整体发展给小城镇商业企业带来的机
2.3竞争优势:大型商业企业多分布在大城市，小城镇
白·······························································
2.4本章小结·······················································
第3章小城镇商业企业营销管理的制约因素················
黑龙江大学硕士学位论文
3.1企业内部的制约因素········································
3.1.1市场营销观念落后····································
3.1.2营销组织不健全·······································
3.1.3缺乏市场营销人刁‘····································
3.2企业外部的制约因素·······································
3.2.1目标市场消费水平较低······························
3.2，2小城镇及农村地区基础设施落后··················
3.2.3缺少适合目标市场的商品···························
3.2.4进入壁垒较低，市场上竞争较为激烈············
3.3本章小结·········，············································
第4章小城镇商业企业营销管理对策························
4.1小城镇商业企业的营销战略······························
4.2城镇商业企业的市场定位·································
4.2.1市场细分与目标市场·································
4.2.2市场定位················································
4.3城镇商业企业的营销组合策略···························
4.3.1选址策略················································
4.3.2采购策略················································
4.3.3商品组合策略···········································
4.3.4价格策略·················································
4.3.5促销策略·················································
4.4实证分析—沃尔玛的盈利模式·························
4.4.1明确而独立的战略定位·······························
4.4.2满足顾客需求··········································
先进的信息管理和物流配送技术··················
与各方面保持良好关系······························
4.5本章小结······················································
结语··············..
