PAGE\*MERGEFORMAT3太原王府井百货公司市场营销战略研究TheMarketingStrategyResearchofTaiyuanWangfujingDepartmentStore目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc381801575"第一章绪论PAGEREF_Toc381801575\h1HYPERLINK\l"_Toc381801576"1.1研究背景与意义PAGEREF_Toc381801576\h1HYPERLINK\l"_Toc381801577"1.2太原王府井百货公司介绍PAGEREF_Toc381801577\h4HYPERLINK\l"_Toc381801578"1.3论文结构与研究思路PAGEREF_Toc381801578\h5HYPERLINK\l"_Toc381801579"第二章相关理论综述PAGEREF_Toc381801579\h6HYPERLINK\l"_Toc381801580"2.1市场营销环境PAGEREF_Toc381801580\h6HYPERLINK\l"_Toc381801581"2.2SWOT分析PAGEREF_Toc381801581\h6HYPERLINK\l"_Toc381801582"2.3市场定位PAGEREF_Toc381801582\h8HYPERLINK\l"_Toc381801583"第三章太原王府井百货宏观营销环境分析PAGEREF_Toc381801583\h10HYPERLINK\l"_Toc381801584"3.1人口环境PAGEREF_Toc381801584\h10HYPERLINK\l"_Toc381801585"3.2经济环境PAGEREF_Toc381801585\h11HYPERLINK\l"_Toc381801586"3.3政治法律环境PAGEREF_Toc381801586\h15HYPERLINK\l"_Toc381801587"3.4自然资源环境PAGEREF_Toc381801587\h16HYPERLINK\l"_Toc381801588"3.5技术环境PAGEREF_Toc381801588\h17HYPERLINK\l"_Toc381801589"3.6社会文化环境PAGEREF_Toc381801589\h17HYPERLINK\l"_Toc381801590"第四章微观营销环境分析PAGEREF_Toc381801590\h19HYPERLINK\l"_Toc381801591"4.1公司营销现状分析PAGEREF_Toc381801591\h19HYPERLINK\l"_Toc381801592"4.1.1员工架构分析PAGEREF_Toc381801592\h19HYPERLINK\l"_Toc381801593"4.1.2营销现状分析PAGEREF_Toc381801593\h19HYPERLINK\l"_Toc381801594"4.2竞争环境分析PAGEREF_Toc381801594\h21HYPERLINK\l"_Toc381801595"4.2.1现有同业者PAGEREF_Toc381801595\h23HYPERLINK\l"_Toc381801596"4.2.2潜在进入者PAGEREF_Toc381801596\h24HYPERLINK\l"_Toc381801597"4.2.3供方议价能力PAGEREF_Toc381801597\h24HYPERLINK\l"_Toc381801598"4.2.4买方议价能力PAGEREF_Toc381801598\h25HYPERLINK\l"_Toc381801599"4.2.5替代者PAGEREF_Toc381801599\h26HYPERLINK\l"_Toc381801600"4.3顾客购买行为分析PAGEREF_Toc381801600\h27HYPERLINK\l"_Toc381801601"4.3.1顾客特征PAGEREF_Toc381801601\h27HYPERLINK\l"_Toc381801602"4.3.2顾客购买行为分析