零售业态促销调研论文.docVIP

摘要 连锁商场作为零售业之一，聚集了大量的零售商品以及购物群，充分体现了商品种类、价格策略、服务水平、商品摆列、促销策略等营销活动，不论是供应商的营销活动还是零售商的营销活动，都会影响到超市的市场占有率，利润率。然而桂林市的各个超市的商品供应商都是大同小异的，提供的商品也是大同小异的；而大多数商品价格也是由供应商控制的，自然各竞争超市的价格也不会有太大差别。因此各竞争超市在商品类别、商品价格方面没有什么竞争优势。那么各超市的竞争优势在哪方面了？或者要与其竞争对手形成差异化的方面又是什么？我认为在桂林的超市的竞争差别化可以从超市的供应链、促销策略寻找优势。本论文主要是分析了人人乐的促销策略，以及促销目的。本文结合人人乐超市店面的促销内容和课本的零售促销的有关知识从广告、营业推广、人员推销、公关促销等方面提出自己的看法和分析，并提出自己的一点建议。关键词:人人乐超市、促销、销售额Abstract?As one of the chain of shopping malls, retail, gathered a large number of retail and shopping group, fully reflects the types of goods, price strategy, service level, commodity flow, marketing strategies, marketing activities, whether suppliers or retailers marketing marketing activities, will affect the supermarket, market share, profit rate. However, the supermarket in Guilin city commercial suppliers are all much of a muchness, provide goods is similar; most commodity prices but also by the supplier control, there is much difference between natural competing supermarket prices will not. So the prices of goods in the supermarket competition category of goods, no competitive advantage. Then the supermarket competition advantage in where? What is its competitors or to form different aspects? I think the competitive differentiation in the Guilin supermarket can find advantage from the supply chain supermarket, promotion strategy. This paper mainly analyzes the music promotion strategy, combining with the relevant knowledge of Renrenle supermarket store promotional content and textbooks of retail promotions from advertising, sales promotion, personal selling, public relations promotion views and analysis of their own, and put forward some suggestions.?Keywords: ，promotion, sales，Renrenle supermarket一,桂林人人乐简介人人乐连锁商业集团股份有限公司是一家大型的上市集团企业，在全国范围内拥有员工18000多人， 公司自1996年4月成立以来，从小到大，从弱到强，年销售额始终保持快速增长，目前年销售收入已 经超过80亿元人民币, 获得“深圳市百强企业”、“深圳市商贸流通企业20强”、“广东省百强企业”、“中 国服务企业500强”、“中国连锁企业30强”和“中国企业500强”等多项社会荣誉。 公司致力于大型连锁商业的投资与发展,集购物、饮食、娱乐、服务、休闲、文化于