第组参考红旗超市营销方案策划论文.doc

摘 要 超市作为一种新的商品零售模式在我国迅速发展，且日臻完善，已经越来越深入到人们的日常生活中。红旗连锁超市便是随着这段发展大流不断茁壮发展起来的中国本土超市。可是本土连锁超市起步较晚，与外资连锁超市相比还有一定的差距。根据调查分析，发现红旗连锁超市尚存在一些问题。 本文以红旗连锁超市为研究对象，文章在阐述连锁超市的产生、特征和发展趋势的基础上，通过市场营销基本理论的运用，对红旗连锁超市的市场营销环境进行分析以及基于SWOT分析法，来确定红旗连锁的竞争优势，竞争劣势，机会和威胁，同时确定其目标市场和市场定位。从而得出红旗连锁超市的营销方案策略。 关键词：连锁超市，SWOT，营销策略 ABSTRACT Supermarket as a new retail mode in developing fast in China, and better and better, the already more and more deeply into Peoples Daily life.Red Flag supermarket chains is With this development the crowd continues to flourish the local Chinese supermarket. However, local supermarket chains started late, compared with the foreign supermarket chains there is a gap. According to the survey analysis found that the red flag supermarket chains are still some problems. The article described the generation of Red Flag chain supermarket , characteristics and trends on the basis of the use of the basic theory of marketing, marketing environment of the red flag of supermarket chains analyzed, and based on the SWOT analysis to to determine the red chain competitive advantage, competitive weaknesses, opportunities and threats, while identifying its target market and market positioning. Marketing program strategy to arrive at the red flag of supermarket chains. Key Words: supermarket chains, swot, marketing strategies 目 录 第1章绪论·······························································································································1 1.1 课题背景······································································································································1 1.1.1连锁超市的概述····················································································································1 1.1.2 设计背景··································································································································1 1.2 设计目的·············································································································