市场营销专业毕业论文--农村零售终端连锁经营模式研究.docVIP

摘 要 目前，我国农村零售市场发育不完善。存在流通渠道不畅，商品结构不合理，市场秩序混乱等问题。近年来随着农民生活水平的不断提高，农村市场潜力日益扩大，急需一种新的零售终端模式来改善农村消费环境，健全农村消费市场。2004浙江省开始大力创建农村放心店工程，希望通过此工程的建设来规范农村市场，保证其健康发展。这一模式在实践过程中为完善农村市场中起到了一定的积极作用，但暴露了监督机制不完善，商店网点分布不合理，品牌知名度不高，运营成本高，市场开拓不利等问题，不能够真正解决农村零售市场的问题。建立一个适合农村市场的零售经营模式就显得至关重要了。通过实地走访和调查问卷，针对农村放心店存在的问题，结合连锁经营的优势，本文提出将农村放心店连锁化经营的基本思路。重点对农村放心店的连锁模式；连锁放心店的选址；品牌的推广；连锁放心店物流机制和监督机制的建立等五个方面展开深入论述。连锁农村放心店这种新型的农村连锁经营模式是对农村零售市场的一次新探索，它对提高农村零售业的运行效率有着深刻的意义。 关键词：连锁经营；零售业；农村市场；农村流通业；放心店 Abstract ?At present, the rural retail market is faultiness in China. The major problem is distribution channels not unobstructed, commodity structure unreasonable, market disorder. With the continuous improvement of the peasants living standard, the rural market potential is more and more widening, in recent years. In desperate need of a new retail terminal mode to improve rural consumption environment, perfect countryside consumer market. Zhejiang Province began a major FangXinDian engineering in 2004. Hope that through this project to regulate the rural market, ensure its healthy development. This model in practice for perfect rural market plays a certain positive role, but exposed the supervision mechanism imperfect, store outlets distribution unreasonable, brand awareness low, high operating costs, market development negative. Therefore, establishing a suitable retail business model which is propitious to rural market will be crucial. Using the method of field visit and questionnaire, According to the rural FangXinDian problems with the advantage of chain business, this paper puts forward the basic ideas that set up FangXinDian chain business. Focus on FangXinDian chain mode; Shops seat choice; Brand promotion; establish FangXinDian logistics system and chain surveillance systems to thorough discussion. Rural FangXinDian chain operation mode is a new exploration in rural retail market. It is that has the profound significance to improve operational efficiency of rural retail. Key Words: Chain mana