绥化市华辰超市市场营销策略分析 毕业论文.doc

绥化市华辰超市市场营销策略分析 摘 要：超市到目前为止已经成为中国零售业的第一主力，随着经济的发展，我国超市出现了空前的繁荣现象，取得了前所未有的进步，加入WTO以后，中国的本土超市得到了前所未有的发展，而国际零售行业的巨头也纷纷开始进入中国，开始自己在中国的“圈地运动”。因此中国的超市面临着艰巨的挑战。 华辰超市成立于2000年，不久，中国加入了WTO，国外的先进思想和管理理念纷纷传入中国，这对于华辰超市来说既是一个机遇，又是一个挑战。在华辰超市经营的十多年里，原有的超市经营模式已经不适合超市现在的发展，应该进一步改进超市的管理思想，而本文通过研究华辰超市外部营销环境以及现有的营销环境，对其进行分析，了解了华辰超市的优势，分析了竞争者的关系，对超市的宏观环境和微观环境，机会和威胁进行分析，明确了超市的发展方向，制定超市发展的营销目标。并且对华辰超市进行市场营销策略的分析，加强了对超市商品的管理，通过服务营销策略，4Ps策略对超市的发展状况进行提出可行性方案，加强了服务的规范，通过促销吸引了更多的消费者，树立起华辰超市良好的企业形象。同时也加强了超市的管理，对员工的培训制度也进一步完善。加强了员工队伍建设，发现问题及时改正，保证市场营销策略能够顺利的走下去。并且通过对华辰超市市场营销策略的研究，使华辰超市敢于接受挑战，通过规范经营，树立起华辰超市的良好信誉，品牌，真正做到最好。 关键词: 华辰超市 ； 市场营销环境 ； 营销策略 Suihua Huachen Supermarket Marketing Strategy Analysis China’s retail supermarket now has become the first main, along with economic development, china has experienced unprecedented prosperity supermarket phenomenon, has made unprecedented progress, after joining the WTO, china’s local supermarket has been an unprecedented development, and international retail giants have also begun to enter china, to start their own in china, “enclosure movement.” Therefore, the Chinese supermarket faces daunting challenges. Huachen supermarket established in 2000, shortly after china’s accession to the WTO, foreign advanced management ideas and concepts have been introduced to China, which Huachen supermarket is both an opportunity and a challenge,Huachen supermarket business in ten years, the original supermarket business model is not suitable for the development of supermarkets now, the original supermarket business model is not suitable for the development of supermarket now, should further improve the supermarket management thinking, and this paper studies Huachen supermarket external marketing environment and marketing the existing environment, the analysis, to understand the advantages of Huachen supermarket, analysis of competitors between the supermarket and micro-environment of macro-environment, opportunities and threats analysis, a clear direc