【摘要】：隨著經(jīng)濟(jì)的發(fā)展,居民消費(fèi)水平不斷提高,國(guó)內(nèi)零售市場(chǎng)也在持續(xù)擴(kuò)大。然而,以京東、天貓為代表的互聯(lián)網(wǎng)電商快速發(fā)展導(dǎo)致蘇寧、國(guó)美等傳統(tǒng)零售商業(yè)務(wù)持續(xù)下滑。面對(duì)挑戰(zhàn),蘇寧提出科技轉(zhuǎn)型發(fā)展新型門(mén)店,實(shí)現(xiàn)線上電商與線下門(mén)店業(yè)務(wù)融合,進(jìn)而為消費(fèi)者提供優(yōu)質(zhì)的購(gòu)物體驗(yàn)。因此,策劃案的主要目標(biāo)在于結(jié)合當(dāng)前市場(chǎng)和消費(fèi)者情況,依托蘇寧企業(yè)的特色與優(yōu)勢(shì),策劃出蘇寧新型門(mén)店并對(duì)門(mén)店的商業(yè)模式、功能定位及推廣進(jìn)行詳細(xì)規(guī)劃。為實(shí)現(xiàn)該目標(biāo),策劃首先對(duì)市場(chǎng)、消費(fèi)者和蘇寧自身狀況進(jìn)行了綜合分析,繼而明確蘇寧新型門(mén)店“020”的商業(yè)模式、“信息+服務(wù)”的差異化定位及“面對(duì)面好服務(wù)”的傳播理念。策劃案分為分析、策略和總結(jié)思考三大部分,其中策略部分為策略方案、表現(xiàn)方案、執(zhí)行方案、評(píng)估方案。在策劃案結(jié)尾,結(jié)合企業(yè)執(zhí)行情況進(jìn)行了思考總結(jié),希望為同類(lèi)策劃提供借鑒。
[Abstract]:With the development of economy, the consumption level of residents is increasing, and the domestic retail market is expanding. However, the rapid development of Internet ecommerce, represented by JingDong and Tmall, has led to the continued decline of traditional retailers such as Su Ning and Gome. In the face of the challenge, Su Ning proposed to transform technology to develop new stores, to achieve online e-commerce and offline store business integration, and thus to provide consumers with a high-quality shopping experience. Therefore, the main goal of the planning case is to combine the current market and consumer situation, rely on the characteristics and advantages of Su Ning enterprise, and plan out the new type of shop, business model, function orientation and promotion of the store in detail. In order to achieve this goal, the plan first carried out a comprehensive analysis of the market, consumers and Su Ning's own situation, and then defined the business model of the "020", a new type of shop known as Su Ning. The differential orientation of "information service" and the communication idea of "face to face good service". The planning plan is divided into three parts: analysis, strategy and summing up and thinking, among which the strategic part is the strategic scheme, the performance scheme, the execution scheme and the evaluation scheme. At the end of the planning case, combined with the implementation of the enterprise to think and summarize, hoping to provide reference for similar planning.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F721.7;F274

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