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1、河北工业大学工商管理硕士（MBA）学位论文 分类号： 密级： U D C： 编号： 河北工业大学硕士学位论文 上海天翼图书有限公司市场营销策略研究上海天翼图书有限公司市场营销策略研究 论 文 作 者： 黄晓杰 学 生 类 别：全日制 专业学位类别： 工商管理硕士 领 域 名 称：MBA 指 导 教 师： 陈朝阳 职 称：副教授 上海天翼图书有限公司市场营销策略研究 ii Thesis Submitted to Hebei University of Technology for The Master Degree of Business Administration THE ANALYSIS
2、OF MAKETING STRATYGY RESEARCH IN WINGSBOOK by Huang Xiaojie Supervisor: Vice Prof. Chen Zhaoyang May, 2013 This work supported by the National Natural Science Foundation of China. No. . 河北工业大学工商管理硕士（MBA）学位论文 i 摘 要 摘 要 回顾 30 年中国企业的发展，可以看到借助市场开放和政策推动而成功的企业很多，这些企业能够把握机会并寻找自己的市场位置。然而随着科技的高速发展、外部经济环境的变幻莫
3、测成为我们这个时代影响企业经营的关键因素。民营书店在历史的大背景下，从单一图书售卖到个性化的图书服务，从实体连锁店到网络售书。社会的不断发展，市场的竞争加剧，民营书店的经营者不得不寻找自己的生存之道。 TY 图书有限公司的创立者通过对消费者需求的分析，确定了目标群体，将图书售卖与咨询服务相结合。通过专业的服务，帮助经理人节省时间、节省精力，提高阅读效率。在时间稀缺、知识爆炸的当今，有筛选的阅读是一种趋势，尤其对于综合素质和能力自我要求很高的经理人，TY 图书正是顺应这种趋势抓住机遇在民营图书市场不是很景气的今天，能够一步一步扩大自己的市场份额，得到市场的认可。 TY 图书有限公司在民营书店中极
4、具代表性， 采用的会员制的销售策略。 本文运用 SWOT分析法，对 TY 图书有限公司进行了分析。其内部优势体现在优秀的团队，广泛的购书渠道，差异化的营销方式，独具优势的连锁的商学院书店， ；内部劣势主要为会员卡价位较高，一线人员的素质有待提高， “销售为王，业绩第一”带来的销售人员的恶性竞争；外部机遇主要包括国内良好经济环境，图书行业与管理培训业的良好前景及国内商学院的开设；外部威胁表现为网络书店的迅速发展及与 TY 图书有限公司完全类似企业的出现。 会员制营销要求企业必须满足客户需求，体现客户价值。TY 图书有限公司的会员制营销还没有发挥出应有的特色，存在着一些不足。针对公司的目前的营销现
5、状，分析其在营销策略上存在的不足。在 SWOT 分析的基础上得出对其营销策略的改进建议。最后本文从7PS 营销策略的几个个方面：产品策略，价格策略，促销策略，人员及服务策略方面对 TY图书有限公司的营销策略提出了具体的改进方案。 关键词：关键词：会员制营销 民营书店 SWOT 分析 上海天翼图书有限公司市场营销策略研究 ii ABSTRACT Review the 30 years in the development of Chinese enterprises, we can see through open markets and policies to promote many suc
6、cessful enterprises, these enterprises could grasp opportunities and found their own market position. However along with the rapid development of science and technology, the many change of the external economic environment has become the key factor of enterprise management. Private bookstores are in
7、 the context of history, from a single book selling to a personalized book service, from the real book chains to the network. The continuous development of society, market competition intensifies, the private bookstore operators have to seek their own way to survival. Wingsbook founder of the books
8、through the analysis of consumer demands, determines the target groups, selling the book combined with consulting services. Through professional service, helps managers to save time, save energy, improve reading efficiency. Scarce knowledge explosion today in time, with screening of reading is a kin
9、d of trend, especially for comprehensive quality and ability of self demanding manager,Wingsbook it is conform to this trend, seizes the opportunities in the private book market is not very good today, step by step to expands their market share, received the recognition from the market. Wingsbook is
10、 representative in the private bookstore, the membership of the sales strategy. SWOT analysis method, this paper analyses the Wingsbook. Its internal advantages reflect in the excellent team, a wide range of acquisition channel, differentiated marketing, business school bookstore chain, a distinct a
11、dvantage; Internal weaknesses mainly for membership card price is higher, the quality of the line, “marketing is king, the first performance of“ sales personnel of vicious competition; Including domestic economic environment, the main external opportunity book industry with good prospect and domesti
12、c business management training industry to open; External threats characterized by the rapid development of online bookstore and completely similar with Wingsbook. Membership-based marketing enterprises must meet the customer requirements and customers value. Wingsbook, the membership-based marketin
13、g has yet to play out of proper characteristics, there are some shortcomings. For Wingsbook, affiliated camp pin status at present, analyzes the shortage on the marketing strategy. Put forward the following strategies to improve. First of all, think Wingsbook, set up the correct strategic marketing
14、thinking, secondly employees to cultivate the service idea, finally enhance the old customers satisfaction, these strategies are needed in a healthy information system under maintenance. At the end of the paper from 4 ps marketing strategy from four aspects: product strategy, price strategy, channel strategy and promotion strategy against four face Wingsbook marketing strategy put forward specific improvement scheme. KEY WORDS：Membership-based marketing private bookstore swot 河北工业大学工商管理硕士（MBA）学位论文 iii 目 录 第一章 绪论 . 1 1.1 研究背景 . 1 1.2 研究内容 .
