69頁
中文摘要
小城鎮(zhèn)商業(yè)企業(yè)是小城鎮(zhèn)經(jīng)濟體系中的重要組成部分，其主要以小
城鎮(zhèn)為依托面向農(nóng)村市場，為滿足小城鎮(zhèn)及農(nóng)村居民的生產(chǎn)和生活所需
而服務。目前，理論界對小城鎮(zhèn)商業(yè)企業(yè)的重要性盡管有一定的認識，
但對其較為重要的小城鎮(zhèn)商業(yè)企業(yè)營銷管理卻未展開深入的研究。文章
從小城鎮(zhèn)商業(yè)企業(yè)營銷管理的優(yōu)勢入手，認為其在經(jīng)營成本、產(chǎn)品的市
場前景等方面具有獨特的優(yōu)勢，而在企業(yè)內(nèi)部如營銷理念、營銷組織架
構(gòu)等方面存在許多函待解決的問題，在企業(yè)外部也存在一定的制約因素。
在上述分析的基礎上，作者從三個層次，即戰(zhàn)略層面、市場定位、策略
層面尋求解決小城鎮(zhèn)商業(yè)企業(yè)營銷管理問題的可靠方法，試圖使小城鎮(zhèn)
商業(yè)企業(yè)對城鎮(zhèn)化的作用進一步凸顯出來。
關(guān)鍵詞:小城鎮(zhèn)商業(yè)企業(yè)營銷管理營銷管理對策
第1章緒論
商業(yè)企業(yè)營銷管理理論綜述·····························
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1商業(yè)企業(yè)概述·········································
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2市場營銷理論綜述···································
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3商業(yè)企業(yè)營銷的研究對象與任務··················
小城鎮(zhèn)商業(yè)企業(yè)營銷管理的重要意義···················
國內(nèi)外小城鎮(zhèn)商業(yè)企業(yè)營銷管理研究現(xiàn)狀············
本章小結(jié)······················································
第2章小城鎮(zhèn)商業(yè)企業(yè)營銷管理的優(yōu)勢條件···············
2.1經(jīng)營成本的綜合優(yōu)勢·······································
2.1.1豐富、廉價的勞動力資源···························
2.1.2較低的土地使用費····································
2.2市場優(yōu)勢······················································
2.2.1小城鎮(zhèn)商業(yè)企業(yè)的市場廣闊························
2.2.2中國經(jīng)濟整體發(fā)展給小城鎮(zhèn)商業(yè)企業(yè)帶來的機
2.3競爭優(yōu)勢:大型商業(yè)企業(yè)多分布在大城市，小城鎮(zhèn)
白·······························································
2.4本章小結(jié)·······················································
第3章小城鎮(zhèn)商業(yè)企業(yè)營銷管理的制約因素················
黑龍江大學碩士學位論文
3.1企業(yè)內(nèi)部的制約因素········································
3.1.1市場營銷觀念落后····································
3.1.2營銷組織不健全·······································
3.1.3缺乏市場營銷人刁‘····································
3.2企業(yè)外部的制約因素·······································
3.2.1目標市場消費水平較低······························
3.2，2小城鎮(zhèn)及農(nóng)村地區(qū)基礎設施落后··················
3.2.3缺少適合目標市場的商品···························
3.2.4進入壁壘較低，市場上競爭較為激烈············
3.3本章小結(jié)·········，············································
第4章小城鎮(zhèn)商業(yè)企業(yè)營銷管理對策························
4.1小城鎮(zhèn)商業(yè)企業(yè)的營銷戰(zhàn)略······························
4.2城鎮(zhèn)商業(yè)企業(yè)的市場定位·································
4.2.1市場細分與目標市場·································
4.2.2市場定位················································
4.3城鎮(zhèn)商業(yè)企業(yè)的營銷組合策略···························
4.3.1選址策略················································
4.3.2采購策略················································
4.3.3商品組合策略···········································
4.3.4價格策略·················································
4.3.5促銷策略·················································
4.4實證分析—沃爾瑪?shù)挠Ｊ健ぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁ?br>4.4.1明確而獨立的戰(zhàn)略定位·······························
4.4.2滿足顧客需求··········································
先進的信息管理和物流配送技術(shù)··················
與各方面保持良好關(guān)系······························
4.5本章小結(jié)······················································
結(jié)語··············..