市场营销专业在湖北专升本考试中要求学生具有良好的营销思维，前沿的营销知识背景，能熟悉以消费 者需求为中心的企业市场营销活动过程和规律，能围绕具体项目开展营销策划。 一、填空题 6.市场调研按目的分类，可分为探索性调研、描述性调研和_________调研。 7.无差异营销策略与_________营销策略是两种对立的战略。 8.产品整体概念中，安装、保修属于_________产品层次。 1.从营销角度看，市场是某种产品或劳务的_________的集合。 2.市场营销管理的本质是_________。 3.企业营销微观环境中，与企业构成竞争关系的是_________。 4.根据消费者购买介入度和品牌差异度，购买笔记本电脑通常属于_________型购买行为。 5.组织市场中，为执行政府职能而采购商品和服务的市场称为_________市场。 9.新款高端电子产品上市时，常采用高价的_________定价策略。 10.促销组合中，具有公开展示、渗透性强特点的工具是_________。 二、名词解释 1. 市场营销 2.社会营销观念 3.消费者购买决策过程 4.市场定位 5.整合营销传播(IMC) 三、简答题 1.简述市场 ...

Core Viewpoint - Dongfang Zhenxuan, known as the online "Little Sam's," is expanding into offline retail by opening its first flagship store in Beijing amidst declining revenues and increased competition in the live-streaming e-commerce sector [1][4]. Group 1: Store Opening and Management - Dongfang Zhenxuan is hiring a store manager for its flagship store in Beijing, requiring over 5 years of retail experience and expertise in managing teams of 15 or more [1]. - The flagship store will cover approximately 400 square meters and will sell fresh produce, snacks, daily necessities, and include a casual dining and coffee area [4]. Group 2: Financial Performance - For the fiscal year 2025, Dongfang Zhenxuan reported total revenue of 4.4 billion yuan, a year-on-year decrease of 32.7%, with net profit from continuing operations dropping by 97.5% to 6.2 million yuan [4]. - The decline in revenue is attributed to intensified competition in the live-streaming e-commerce industry and strategic adjustments within the company [4]. Group 3: Market Trends and Challenges - The growth rate of the live-streaming e-commerce sector is slowing, with a projected growth rate of only 8.31% for 2024, indicating a shift from a phase of rapid growth to one of competition for existing market share [4]. - Dongfang Zhenxuan's order volume from Douyin decreased from 50.1 million orders in the first half of 2024 to 41.5 million in the first half of 2025, marking the lowest performance in three years [4]. Group 4: Strategic Shifts and Initiatives - The company has previously experimented with instant retail and next-day delivery services but faced challenges in execution, leading to the abandonment of certain initiatives [6]. - Dongfang Zhenxuan's decision to enter offline retail is seen as a necessary response to high online traffic costs and limited conversion rates [6]. Group 5: Competitive Landscape - The flagship store will face stiff competition from nearby retailers such as Fudi, Hema Fresh, and Sam's Club, making differentiation a significant challenge [8]. - Other live-streaming e-commerce companies are also exploring offline retail, indicating a broader trend in the industry towards physical presence for brand establishment and customer acquisition [9].