宁波乐购超市产品促销策略研究毕业论文.docVIP

毕业论文 （2011届） 宁波乐购超市产品促销策略研究 摘 要 中国超市发展是从上世纪80年代起步的，当时还是一些较为传统的食杂店形态。90年代后期进入新一轮快速发展阶段，综合超市、大型超市、便利店等业态开始出现，外资也开始大量进入，家乐福、沃尔玛等跨国企业在沿海地区快速布点。特别是自2001年中国加入WTO之后，取消了对国外企业进入中国的一些限制，像家乐福、沃尔玛等国际零售外企也如雨后春笋般地发展起来。此外，发达国家的超市零售业态，中国国内基本都已出现，超市已成为中国零售业内“最具活力的一部分”。 面对市场竞争的激烈化，消费格局的多元化，超市零售商要想在日趋激励的竞争中形成自己的差异化优势，除了把握商品的质量和价格外，服务就是关键。同时，促销作为商业企业销售增长的推动器，在超市经营中扮演着重要的角色。消费者获取商品质量及价格等要素也正是通过促销活动的开展。但是，超市促销是否真正达到了它的目的，是否真正提高了企业的整体业绩和企业的效益呢？ 文章在对促销概念及理论进行回顾的基础上，对乐购超市促销现状进行评述，对超市促销策略进行分析，找出其不完善之处，并提出相关的营销建议，为宁波乐购超市提供一个思路，同时希望能对整个超市行业开展的促销活动起到一定的借鉴作用。 关键词：乐购；超市；促销策略 Abstract The supermarket development of China started at 80s last century, there were still more traditional grocer’s forms. In the late of 90s, it stepped into a new stage, large supermarketgeneral merchandise store, convenience store began to appear. At the same time, foreign-funded companies such as Wal-Mart and Carrefour have settled down in the coastal areas. Especially since China joined WTO, She cancelled some limited terms which limit foreign companies to come in, which fastened the speed of the economy globalize. Retailers of supermarkets such as Wal-Mart and Carrefour have gradually boomed everywhere in big or small citied in China. Furthermore, the forms of retailing in foreign supermarkets have also been brought to China; as a result, supermarkets have become the most vibrant part in China’s retailing industry. Confronted with the furious competition in the market and the changes in the demand, if they want to constitute own advantage in day by day fierce market competition, the quality and price of the commodity are two important key factors in the supermarkets operating, as well as the service. Meanwhile, to promote the sales growth, promotion plays an important role in the Supermarket business. Consumers are also obtaining quality and price by promotional activities. But it is not sure that managers of the supermarkets could get to their aims through promotion, and it is not sure that they could improve the