-2011.06.16-基于顾客感知价值的乐购超市秦皇岛店营销策略研究概要.doc

毕业设计(论 文) 基于顾客感知价值的 乐购超市秦皇岛店营销策略研究 系 别 管理系 专班级姓名2011年6月10日基于顾客感知价值的乐购超市秦皇岛店营销策略研究 摘 要 超市行业的市场庞大，进入门槛较低，行业竞争十分激烈。乐购超市秦皇岛店自从2009年底开业以来，一直处于复杂的竞争环境中，一方面要与秦皇岛本土的广缘超市争夺顾客，另一方面要与新开业的家乐福展开竞争，未来还将迎接沃尔玛的挑战，目前乐购超市秦皇岛店在自身的经营管理上还存在着许多的问题，乐购必须尽快解决这些问题，才能增强其竞争力，赢得顾客忠诚并在秦皇岛立足。 本文以乐购超市秦皇岛店为研究对象，以提升顾客感知价值为出发点，指出乐购超市秦皇岛店在经营管理上存在的商品价格缺乏竞争力、顾客断档、信息沟通不畅、把简单的事情做复杂、员工职业素养低、缺少停车场等问题。分析问题产生的原因，在此基础上提出施行降价促销策略、开设早市、改变现有信息传递方式、简化管理方式、提高员工职业素养、设计新的停车方案等改进策略，力图达到赢得顾客忠诚，增强企业核心竞争力的目的。 关键词：顾客感知价值，营销策略，顾客忠诚，核心竞争力 Research on Marketing Strategy of Tesco at Qinhuangdao Based On Customer Perceived Value Author：Li Xiaolin Tutor：Jiao Yanli Abstract The market of supermarket industry is huge, with low entry threshold, the competition is fierce. Tesco supermarket at Qinhuangdao since the end of 2009 opening, has been in a complex competitive environment. On one hand it competes with Guan Yuan, the local supermarket of Qinhuangdao, for customers, on the other hand, it has to compete with the new Carrefour at the moment. In the future, there will be more challenge form Wal-mart. The Tesco at Qinhuangdao now is facing many problems in its own management. It must solve these problems quickly to enhance the competitiveness, win customer loyalty and keep a foothold at Qinhuangdao. This paper takes Tesco at Qinhuangdao as research object, aims to improve the customer perceived value, points out the existing management problems of Tesco, including lack of competitiveness on commodity prices, sales blank, information communication block, complex handling, unsatisfied staff literacy and lack of parking ground. Based on this problems, this paper analyses the reasons and then put forward suggestion on improvement, such as low-price strategy, open morning market, change the existing way of information transmission, simplify the management mode, improve staff quality, design a new parking scheme and s