长春市连中锁超市营销策略研究新.doc

 长春市本土连锁超市营销策略研究 论文题目：长春市本土连锁超市营销策略研究 作者：郭冠男 指导教师：陈守则 时间：2010-6-11  摘 要 随着我国零售业市场的全面开放，国外大型连锁超市纷纷抢占长春零售市场。面对激烈的竞争，长春本土连锁超市如何因地制宜，合理定位，选择它的竞争战略，在夹缝中寻求自身的生存和发展机遇，是目前长春市本土连锁超市迫切需要解决的问题。 文章首先简单介绍了文中出现的超市以及连锁经营的定义，然后分析了国内零售业的经营现状，发现了外资超市不断扩张，本土超市面临很大的挑战。然后运用SWOT分析法对长春本土连锁超市的内外部环境进行分析，发现了长春本土连锁超市的问题所在，而后本文通过对家乐福超市成功营销经验深入剖析，揭示出超市的市场营销定位战略是实现总战略目标的保障。因此，本文对长春本土连锁超市提出了把握市场机会，选准目标市场、准确进行市场定位，扩大经营规模，加强人员管理，强化品牌意识，完善营销组合，提升顾客满意度等几点建议，希望能引发长春本土连锁超市的一些思考和借鉴。 关键词:超市 STP战略 营销策略 顾客满意度 Changchun local supermarket chain marketing strategy research ABSTRACT：With the comprehensive opening of retail trade market in our country, the overseas large-scale supermarkets are seizing the retail trade markes in Changchun in abundance. Face current and intense market competition, how our country native place chain-like supermarket industry can suit measures to local conditions , find their own positions and competitive strategy are becoming the difficult problems which need to be urgently solved now. First introduce those markets appeared in this paper, give the definition of chain operation , than analyze the current business status of domestic retail and the inside and outside environment of the local supermarket chain with the SWOT .The paper dissects the successful marketing experience of Carrefour and reveals Targeting strategy of the market is the most basic way to achieve the programmed. some suggestions such as a better grasp of market opportunities, choosing target markets and positioning commercial property market exactly , expanding the operation scale ,enhancing the responsibility of administrator, strengthening brand awareness, more professional service,improving marketing mix, etc. About how the local supermarkets chain in Changchun are able to deal properly with all kinds of serious situations put forward in the paper may cause the professional managers to think deeply and merit attention.