【作者】 陈洁；

【导师】 赵书虹；

【作者基本信息】 云南大学 ， 工商管理， 2015， 硕士

【摘要】 随着近几年经济的快速发展,人们对除生活必需品外的零食类消费品需求日益旺盛；市场上陆续出现了良品铺子、厨师、优之良品、中国零食网等零食连锁门店。消费者也从刚开始对零食连锁门店的趋之若鹜转变到逐渐有选择性的理性消费。因此,市场竞争日益加剧。同时,互联网的日益发达,零食网上购物的随意性、便利性、尝新性使得线下零食连锁门店的压力越来越大。如何能在竞争日益白热化的零食市场占据一席之地?如何在纷繁错宗的零食市场独树一帜就成了本文想要探讨研究的方向。在本案例的正文中叙述了8090零食连锁门店的基本概况：介绍了8090零食连锁门店成立的背景,公司的运营状况,经营模式,销售成绩以及前几年取得的一些成就；但近两年来频繁出现问题导致业绩一路下滑。在案例中通过对8090零食连锁门店整体的诊断：8090品牌的形象、产品及渠道三个方面的诊断,与市场上有影响力的零食连锁品牌进行对比,再经过对整个市场的研判来分析出8090零食连锁门店发展受限的症结所在。在对案例进行综合全面分析的基础上,运用市场营销知识,对8090零食连锁门店的整体提升提出了合理化的建议。在案例结论中,通过对8090零食连锁门店的整体形象提升、品牌重新定位,门店内部视觉营销的构建,使得整个门店焕然一新,销量有了大幅度的提升。由于整个市场环境的变化,8090零食连锁门店应对措施不及时,产品结构需要调整,管理问题也由于人员流失日益突出,8090整体的问题仍然需要很长一段时间来消化解决。更多还原

【Abstract】 With the rapid economic development in recent years, in addition to the necessities of life, the needs for snacks consumption is increasingly strong. The market has continued to appear batches of snacks chain stores such as Liangpin Shop, Chushi and so on and so forth. Consumers are gradually fond of rational consumption. Therefore, the market competition intensifies day by day. At the same time, the Internet increasingly developed; For snacks, the randomness, convenience, recipe of online shopping gives more pressure to the offline Snacks Industry. How can we survive in the competitive snack market? How could we be the one in the snacks industry became the discussion topic of this study.In the text of this case, it describes the basic situation of the 8090 snacks chain store. This paper introduces the background, the establishment of business operations, sales, the company model of 8090 snacks chain store; Also this paper introduces the achievement that 8090 made a few years ago; but nearly these two years, frequent problems appeared in the performance of the way down.The overall diagnosis of 8090 chain store is consist of brand image, product and channel force; Compared with the influential market snacks chain brand, and then go to the entire market analysis, we get the crux of the problem 8090 snacks chain store. On the basis of comprehensive analysis of the cases, the use of marketing knowledge, this paper puts forward the reasonable suggestion to the ascension of 8090 snacks chain stores.In conclusion, through ascension, the brand repositioning of the 8090 snacks chain store, internal visual marketing building, and the whole store brand is changing, and the whole sales have greatly improved, as well.Due to changes in the market environment,8090 snacks chain store did not adopt measures timely: product structure needs to be adjusted; due to loss of personnel, management issues are also increasingly prominent; the overall 8090 problems still need a long time to digest solution.更多还原