The Marketing Strategy Analysis Of Nanchang's Di-Ka-Le Hypermarkets KTV

KTV is a particular entertainment format of Asia,it originated in Japan in the late 1960 s,came to Taiwan in the mid-1980 s,and then spread to mainland China.After 20 years of development,KTV rapidly gaining in popularity in cities.It has become an important part of urban entertainment formats,particularly by the preferences of young consumers.Due to the novel way of recreation,and close to the recreational needs of the public,KTV businesses has experienced a period of high income period in the first decade.And this directly leads to the rapid increase of KTV businesses numbers,and the fierce competition of the market in the later term.In recent 5-10 years,affected by many factors such as the development of new media technologies,the emergence of new marketing methods,the introduction of relevant national policies,the market environment is undergoing multiple changes,all of these present new challenges and requirements to the internal and external management.In a rapidly changing and highly competitive market environment,how to update the understanding of the marketing environment,and deepen the cognition of the enterprise features,and then adjust corporate marketing methods and strategy timely,has important practical significance.This thesis takes Nanchang Di-Ka-Le KTV as research subject,starting from the analysis of the marketing Internal and external environment,discusses the problems in the enterprise marketing.Then,the adjustment mechanism and optimization strategy proposed KTV enterprise marketing strategy on the basis of this,in order to provide some useful suggestions and measures for KTV enterprises to adapt to the new marketing environment.The main contents includes five chapters.The first one puts forward problems,explains the background and significance of the paper,reviews the relevant research results,defines the research framework and methods;The second chapter is the theoretical basis to define the problem,defines the core concepts in the research,and briefly elaborates the basic theories involved in the analysis;Chapter third and chapter four analyzes the marketing environment of Nanchang Di-Ka-Le KTV form internal and external ways,discusses the problems in the enterprise marketing;the fifth chapter focuses on the current marketing environment and problems,put forward suggestions for adjustment of marketing strategy and optimization strategy;the sixth chapter is the main conclusions.After the analysis,the article thinks Di-Ka-Le KTV marketing mainly existing five aspects problems which are conservative ideas,professional weak,traditional and limited investment and flexibility.Aiming at the above problems,the author puts forward specific direction,adjust the enterprise marketing strategy and mechanism including: update the marketing idea,take the initiative to guide the market;enhance the level of professional talent,marketing expansion;enhance the level of professional talent,marketing expansion;rich channels,innovative marketing activities;to increase marketing investment,integrated marketing resources;decentralization to the store to pick up flexible group.On this basis,the paper puts forward the optimization strategy of marketing factors,including customer satisfaction,cost control,strengthening convenience and multi-channel communication in four aspects.