毕业论文--农村连锁超市成功营销的关.doc

PAGE 农村连锁超市成功营销的关键因素研究： 来自杭州市的调查 摘 要：本文应用文献分析法和深度访谈法，通过对连锁企业总部经理人员和连锁农家店门店店长的问卷调查，分别确认出连锁企业总部和连锁农家店门店经营的关键成功因素。结果显示，在农村的连锁超市需要适合当地的情形，选择适销对路的商品，又由于农村的消费能力有限，可能会有滞销商品，这需要及时处理。在乡镇，消费者相对于电视广告更容易选择相信熟人的介绍。而政府的税收等政策，对农村连锁超市的影响也是巨大的。而对于农村连锁超市关键成功营销的因素分析中，在访谈调查后，结论显示，周边消费人口的数量是确定超市店址的主要原因，人们喜欢去商品种类齐全的超市购物，超市店员的服务态度不错，朋友的介绍作用大于超市宣传的作用，政府的监管和规范作用为超市的营销保驾护航。根据本文得出的结论，作者建议应当从加强连锁企业总部自身能力的建设、加强政府对农村地区中小企业的扶持力度和指导门店店长将有限的资源优化配置等几个方面继续努力. 关键词：连锁农村超市；关键成功因素；深度访谈法 Supermarket chains in rural areas the key factors of successful marketing: a survey from Hangzhou Abstract:In this paper, document analysis and interviews, through the chain headquarters executives and farm shop chain store manager questionnaire survey, were identified based chain stores and chain stores farm management is a key success factor. The results showed that supermarket chains in rural areas need to meet local circumstances, select the marketable commodity, and because the limited capacity of rural consumption, there may be unsalable goods, which require timely processing. In the towns, compared to consumers more easily choose to believe that television advertising acquaintance introduced. The Governments taxation policy, the impact on rural supermarket chains is enormous. The key to success for rural supermarket chains marketing factor analysis, in interview after investigation, concluded that the number of people around the consumer is to determine the main reason for the supermarket shop, people like to go to the full range of supermarket goods, supermarket staff service attitude Yes, a friend introduced the role of the role of propaganda than the supermarket, the Governments monitoring and regulating the marketing for the supermarket escort. According to the conclusions of this paper, I suggest that the chain corporate headquarters should strengthen their own capacity-building, the government should support small and medium-sized stores in rural areas, and the shopkeepers should be guided to optimize the