近年来电商对实体店的冲击以及国内消费总体趋缓的大背景，使实体零售营业收 入、净利润增长均大幅放缓。电商的规模仍处于稳定增长期，但实体零售欧亿·体育（中国）有限公司的市场规 模并没有明显被压缩，实体商业仍有机会突围，提高商场的盈利能力是支撑商场继续经 营的重中之重。大连 M 商场是 DS 集团旗下的中高档时尚百货商场，位于大连市青泥洼 商圈核心位置，交通十分便利。但近几年 M 商场出现营业收入下滑趋势，本文从大连 M 商场的营销方面入手，通过对 M 商场营销环境的分析，研究 M 商场营业收入及盈利 能力增长的营销策略，以使 M 商场在发展浪潮中处于不败之地。 本文首先对零售业、市场营销和战略管理的相关理论及研究成果进行综述，运用 PEST 模型、波特五力模型等分析工具，对 M 商场外部宏观环境、零售欧亿·体育（中国）有限公司竞争情况以 及消费者的特征进行分析。然后根据 M 商场的实际经营数据，对商场的内部环境包括 运营状况和营销状况进行分析，找出了 M 商场的几个营销存在的问题。基于这些营销 问题，运用市场细分、目标市场选择、市场定位及传统 4P 营销理论，找准客户需求， 从产品策略、价格策略、促销策略和渠道策略四方面提出 M 商场的营销策略构建方案， 并提出几项实施保障以确保营销策略能够有效落实，包括有效利用大数据等技术、完善 人员培训考核机制和建立商场特色活动制度。 本文将理论工具与 M 商场经营实际相结合，构建了 M 商场的营销策略，以期为大 连 M 商场发展提供指导，助推 M 商场提高销售额，增强整体竞争能力，并为其他同类 零售企业发展提供借鉴。 关键词，零售业；营销策略；营销活动；大数据- II - Research on Marketing Strategy of Dalian M Department Store Abstract In recent years, the impact of e-commerce on physical stores and the overall slowdown in consumption have led to a significant slowdown in physical retail revenue and net profit growth. The scale of e-commerce is still in a stable growth period, but the market size of the physical retail industry has not been significantly compressed. Entity businesses still have the opportunity to break through, and improving the profitability of departments is the most important factor in supporting the continued operation of the department. This dissertation starts from the marketing aspect of Dalian M department. Through the analysis of M department marketing environment, it studies the marketing strategy of M department revenue and profitability growth, so that M department can live forever in the development wave. This dissertation first summarizes the relevant theories and research results of retail, marketing and strategic management, and uses the analysis tools such as PEST model and Porter's five-force model to analyze the external macro environment, the competition of retail industry and features of consumers. Then according to the actual business data of M department, analyze the internal environment of the department, including the operation status and marketing status, and find out the problems of M department. Based on these marketing problems, using market segmentation, target market selection, market positioning and traditional 4Ps marketing theory to identify customer needs. From the product strategy, price strategy, promotion strategy and place strategy, the marketing strategy construction plan of M department is proposed. Several implementation guarantees are proposed to ensure that marketing strategies can be effectively implemented, including the effective use of big data and other technologies, the improvement of personnel training and assessment mechanisms, and the establishment of a mall-specific event system. This dissertation combines the theoretical tools with the actual operation of M department, and builds the marketing strategy of M department, in order to provide guidance for the development of Dalian M department, to promote M department to increase sales, enhance competitiveness, and provide experience for the development of other similar retail enterprises. Key Words，Retail Sales; Marketing Strategy; Marketing Activities; Big Data- III - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪论..............................................................................................................................1 1.1 研究背景及意义...............................................................................................1 1.2 研究思路、方法及框架...................................................................................1 2 相关理论及研究成果..................................................................................................3 2.1 零售业相关理论及文献...................................................................................3 2.2 市场营销相关理论及文献...............................................................................4 2.3 战略管理理论...................................................................................................7 3 大连 M 商场外部环境分析........................................................................................9 3.1 宏观环境分析...................................................................................................9 3.1.1 政治环境分析........................................................................................9 3.1.2 经济环境分析........................................................................................9 3.1.3 社会环境分析......................................................................................13 3.1.4 技术环境分析......................................................................................13 3.2 欧亿·体育（中国）有限公司竞争分析.................................................................................................15 3.2.1 现有的同业竞争者..............................................................................15 3.2.2 潜在的进入者......................................................................................16 3.2.3 替代者的威胁......................................................................................17 3.2.4 供应商的议价能力..............................................................................18 3.2.5 消费者的议价能力..............................................................................18 3.3 消费者分析.....................................................................................................18 4 大连 M 商场内部环境分析......................................................................................21 4.1 M 商场介绍 ....................................................................................................21 4.2 商场运营状况分析.........................................................................................22 4.2.1 整体销售情况分析..............................................................................22 4.2.2 分品类销售情况分析..........................................................................22 4.2.3 客流量及客单价分析..........................................................................24 4.3 商场营销问题分析.........................................................................................25 4.3.1 商场营销活动......................................................................................25 4.3.2 顾客流失问题分析..............................................................................26- IV - 4.3.3 品牌入驻不足问题分析......................................................................26 4.3.4 商圈吸引力下降问题分析..................................................................27 5 目标市场选择与定位................................................................................................28 5.1 市场细分.........................................................................................................28 5.2 目标市场选择.................................................................................................29 5.3 市场定位.........................................................................................................30 6 大连 M 商场营销策略构建.........................................