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论文摘要I论文摘要北京赛特奥特莱斯购物中心营销策略研究奥特莱斯在欧美已有100多年历史，2002年，国内首个奥特莱斯—燕莎奥特莱斯落户北京。对于以“名品+折扣”吸引消费者的奥特莱斯业态而言，既有品牌消费意识，又有强大购买力的北京市场无疑是很好的选择。正因为如此，近十年来，北京市场的品牌折扣店层出不穷，档次也层次不齐。北京赛特奥特莱斯购物中心2009年7月开业，开业以来虽然已占据一定的市场份额，但仍与预期销售额相去甚远。本文的目的就是要通过对赛特奥莱所处各种环境的综合分析，研究提出赛特奥莱的营销组合策略，以助于企业实现更高的销售额，为满足目标消费群体的消费需求提供支持。本文首先结合北京地区实际的政治、经济、消费、文化、竞争环境，依托现代市场定位理论和企业管理等理论，深入分析了北京赛特奥特莱斯购物中心的宏观环境和竞争环境，掌握了企业所处的市场环境状况。其次，将品牌折扣市场的消费者按照消费能力和消费过程中的心理需求分类，并详细描述了各类消费者群的特点，锁定了赛特奥莱的目标消费者群，在此基础上将赛特奥莱的市场定位为：品位上层生活的郊外休闲购物小镇。昀后，结合研究结果和企业实际情况，制定了赛特奥莱的营销组合策略。本文的主要研究成果为，针对赛特奥莱的目标市场，即女性消费者市场、中青年消费者市场、具有较高文化水准的职业层市场、中高收入阶层市场、年轻新锐和来京游客，制定出了营销组合策略。包括产品策略、价格策略、渠道策略和促销策略。产品策略方面，一是要丰富产品种类，主要是要加入儿童服装和玩具。对于定位于郊外小镇的赛特奥莱，全家购物会占很大比重，增加能够吸引儿童的商品，能够有助于增加消费者全家购物的购物次数；二是规划产品的展示，好的产品展示不但可以凸显产品本身特点，还能激起消费者的购买论文摘要II欲。价格策略方面采用“平价”策略，即不会频繁使用大甩卖似的促销，但是在节假日会配合吸引力强的品牌推出一些优惠活动。渠道策略一是开拓网络销售，拓宽销售渠道；二是加强对会员的营销，将会员按消费额区分为几个等级，通过对不同等级会员提供有差别的优质服务，吸引会员通过购买成为更高等级会员。促销策略较为多样，在日常的营业推广、广告促销基础上，加强人性化服务，让顾客舒心的购物。此外，继续积极开展并加强公关和文化促销，提高赛特奥特莱斯购物中心的知名度、美誉度。希望本论文的研究，能对赛特奥特莱斯购物中心和其它类似企业营销策略的制定有所帮助。关健词：奥特莱斯，购物中心，营销策略ABSTRACTIIIABSTRACTTheResearchOnMarketingStrategyofBeijingScitechOutletMallThehistoryofOutletsinEuropehasover100years.FirstOutletsofChina–YanShaOutlesopenedin2002inBeijing.Outletsisfamousasbrandsanddiscount,Beijingmarketisagoodchoicebecausetheconsumersbothhaveawarenessofbrandsandastrongpurchasingpower.Becauseofthis,nearlyadecade,BranddiscountshopopenedoneafteranotherinBeijingmarket,andtheseshopsindifferentgrades.BeijingScitechOutletsopenedinJuly2009,althoughScitechOutletshasoccupiedcertainmarketshare,butthesaleroomisstillfarawayfromexpected,ThepurposeofthispaperistoputforwardmarketingmixstrategyofScitechOutletsthroughtheanalysisofvariousenvironmentalandtargetmarket,tohelpcompaniesachievegreatersales,tomeettheneedsoftargetconsumergroups,consumersupport.Firstly,combinedwiththepolitical,economic,consumer,cultureandcompetitiveenvironmentofBeijing,relyingonthemodernmarketpositioningtheoryandthetheoryofmanagement.IanalysisedtheBeijingScitechOutletsmacroenvironmentandcompetitiveshoppingenvironment,mastereditsmarketenvironment.Secondly,branddiscountmarketwassegmentedinaccordancewithconsumerspendingpowerandthepsychologicalneedsoftheprocessofshoping.Besides,adetaileddescriptionofthecharacteristicsofvariousconsumergroups,lockingthetargetconsumergroupofScitechOutlets,onthisbasis,ScitechOutletsMalllocateditsmarketingpositionas:qualityoflifeontheoutskirtsofthetopleisureandshoppingtown.Finally,enhancementperformanceMarketingMixStrategyofBeijingScitechOutlets,andmeetthetargetconsumergroupsintheconsumptionsupportedondemand.ABSTRACTⅣThemainresearchresultsisdevelopedamarketingmixstrategybasedonitsowntargetmarketofScitechOutlets:thefemaleconsumers,theyoungconsumers,withhighprofessionalstandardsandcultureconsumers,thehigh-incomeconsumers,youngcutting-edgeconsumers,andtoBeijingtourists.Marketingmixstrategycanbesummarizedas4P,namely:productstrategy,pricingstrategy,channelstrategyandmarketingstrategy.Productstrategy,itisnecessarytoenrichtheproductcategories,mainlytojointhechildren'sclothingandtoys.LocatedontheoutskirtsoftownfortheScitechPremiumOutletMall,shoppingwillaccountforalargeproportionofthefamily,increasedabilitytoattractchildren'sproducts,canhelpthewholefamilytotheshoppingtrips.Second,theplanningofproductsshowthatgoodproductswillnotonlyhighlightthefeaturesoftheproductitself,butalsoarouseconsumerdesiretopurchase.Pricingstrategyacheapstrategy,thatisnotoftenliketousebigsalepromotion,buttheholidayswillbeastrongbrandwiththelaunchofanumberofattractivepromotions.First,openupInternetsaleschannelstrategy,expandsaleschannels.Secondistostrengthenthemarketingofmemberswillbemembersofdistinctionbyspendingafewlevels,bymembersofdifferentclassesdifferentiatedservicestoattractmembersthroughthepurchaseofahigherlevelofmembership.Promotionstrategyismorediverseintheirdailybusinesspromotion,advertisingpromotions,basedonstrengtheninghumanservicesforcustomerscomfortableshopping.Inaddition,continuetoactivelycarryoutpublicrelationsandculturalpromotion,toimprovethevisibilityandreputationofScitechPremiumOutletMall.IhopethatthestudyofthispaperishelpfultoScitechOutletsandothersimilarenterprise.Keywords:Outlets，Mall，MarketingStrategyV目录第1章绪论.............................................11.1研究背景...........................................11.2研究目的和意义.....................................31.3研究思路和主要内容.................................4第2章北京赛特奥特莱斯现状与环境分析...................52.1赛特奥特莱斯简介与发展现状.........................52.2宏观环境分析.......................................82.3赛特奥特莱斯竞争环境分析..........................16第3章北京赛特奥特莱斯的目标市场和市场定位............313.1市场细分..........................................313.2赛特奥特莱斯的目标市场选择........................343.3赛特奥特莱斯的市场定位............................35第4章北京赛特奥特莱斯营销组合策略....................374.1产品策略..........................................374.2价格策略..........................................394.3渠道策略..........................................404.4促销策略..........................................42结论....................................