摘要经济发展新态势下，市场竞争日益激烈，欧尚宁波新星店作为中国欧尚首家旗舰店有着良好的经营理念与资金管理模式，开业3年来在其所属商圈中始终占据极为重要的地位，但是随着竞争者越来越多，再加上其自身一些问题的出现，其竞争力有所下降。在毕背景下，笔者将以国内零售业发展现状及相关营销策略理论入手，围绕宁波新星欧尚的经营现状，采结合调研数据，用SWOT分析法对其企业竞争力进行分析，并探讨4P理论下宁波新星欧尚营销优势及问题，基于此，提出解决宁波新星欧尚现存问题的行之有效的建议，并为我国零售企业营销战略的制定提供有价值的参考。关键词：宁波新星欧尚；零售业；4P营销组合策略AbstractThenewtrendofeconomicdevelopment,theincreasinglyfiercemarketcompetition,AuchanNingboNovastoreasthefirstflagshipstoreinChinahasagoodAuchanbusinessphilosophyandcapitalmanagementmodel,openedthreeyearsintheirrespectivebusinessdistricthasalwaysoccupiedaveryimportantposition,butwiththestatusofWithmoreandmorecompetitors,coupledwithsomeofitsownproblems,itscompetitivenesshasdeclined.Inthebackground,theauthorwillbethedevelopmentofthedomesticretailindustryandrelatedmarketingstrategytostartthecurrentsituation,aroundtheNingboNovaAuchanoperatingstatus,combinedwithresearchdata,usingSWOTanalysisoftheircompetitivenessofenterprisestoanalyzeandexplorethe4PtheoryBasedontheaboveanalysis,thispaperputsforwardsomeeffectivesuggestionstosolvetheexistingproblemofNingboAuxinAuchan,andprovidesvaluablereferencefortheformulationofthemarketingstrategyofretailenterprisesinChina.Keywords:NingboAuxinAuchan;retailtrade;4Pmarketingmixstrategy目录一、绪论............................................................1（一）国内零售业发展现状........................................11.总体规模增大...............................................12.经营方式多元化.............................................13.竞争愈加激烈...............................................1（二）课题研究思路及方法........................................21.研究思路...................................................22.研究方法...................................................2二、营销策略相关理论................................................3（一）SWOT分析..................................................3（二）4P营销组合策略............................................3（三）网络微时代的市场营销......................................3三、宁波新星欧尚市场现状............................................4（一）宁波新星欧尚简介..........................................41.欧尚品牌介绍...............................................42.宁波新星欧尚经营现状.......................................4（二）调查问卷设计..............................................6（三）数据处理与分析............................................61.宁波欧尚新星店SWOT分析....................................62.消费者购物频率.............................................73.消费者满意度...............................................74.与其他竞争者相比消费者对欧尚的印象.........................95.宁波新星欧尚品牌推广效果...................................9四、4P理论下宁波新星欧尚营销优势及问题............................10（一）宁波欧尚新星店的营销优势.................................101.产品方面..................................................102.价格方面..................................................103.渠道方面..................................................114.推广方面..............................................
