目录
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1.政治法律因素..........................................................................................................................6
2.经济环境..................................................................................................................................6
3.社会文化因素..........................................................................................................................7
4.技术因素..................................................................................................................................7
(三)南京先锋奥特莱斯所处的行业竞争结构分析
............................................................7
1.现有竞争者..............................................................................................................................7
2.潜在竞争者..............................................................................................................................8
3.替代服务和业态多样化..........................................................................................................8
4.来自顾客的威胁......................................................................................................................8
5.供应者的讨价还价能力..........................................................................................................8
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1.市场定位..................................................................................................................................9
2.目标消费者的确定................................................................................................................10
(三)产品差异化策略
1.产品差异化营销....................................................................................................................11
2.服务差异化营销....................................................................................................................11
(四)促销差异化策略..........................................................................................................11
1.促销内容差异化....................................................................................................................12
2.促销主题差异化....................................................................................................................12
3.
己品牌加实惠的宗旨通过商店形象传达给消费者。商场内部,减去奢华的装饰,现代、
轻巧的货架使商品重新返璞归真,整个商场宽敞、简洁而实用。不注重时尚是先锋的特
色。
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1