北京联合大学超市营销战略对消费者行为的影响以家乐福为例.docxVIP

毕 业 论 文题目：超市营销战略对消费者行为的影响——以家乐福为例姓　 名：宋体小三居中学　 号：学 院：专 业：指 导 教 师：协助指导教师：年 月 日（宋体小三居中）摘 要随着我国社会主义市场经济体制发展的逐步改善，小家电行业也是市场的道路上越走越远。具有高度同质化的产品，以及价格竞争，品牌竞争带来更多伤害，具有长期竞争优势的营销策略已成为小家电企业赢得市场的关键因素。大部分的消费行为已成为商品销售的营销的当前视图产生关键性的影响因素，原因是︰ 第一，以满足消费者的需求已成为商品销售; 的根本目的其次，消费者行为不足够注重营销战略最终将失败。只有全面、 深刻的研究消费者和他们的行为，在企业营销中发挥重要的作用。在本文中，从消费者的角度来发展的中国的消费动机和消费心理分析，市场营销现状和家乐福现状进行分析总结，消费者在消费过程中的一些新的行为特征和新的消费观念，要找出超市的营销策略对消费者行为影响的各种因素并指出当前的家乐福营销面临的主要问题。基于这些因素和问题，本文运用理论制订相关的市场营销策略，适用于一般的企业，并提供参考和建议去超市。并通过家乐福企业案例，具体分析家乐福实施市场营销战略的优点和缺点以其他小家电企业制定营销策略提供参考。本文通过研究最后的结论︰ 在很多成功的跨国零售企业，家乐福其本地化的业务服务模式，可以说流转过程中等于国际的业务技能，家乐福将标准化和适应性强的有机结合，得以最大化效应。超市企业要想在激烈的市场竞争中脱颖而出，我们必须深入分析消费者行为，实施差异化营销策略。关键词：消费者行为；企业；营销策略；家乐福Abstract With the gradual improvement of Chinas socialist market economic system development, small household electrical appliance industry is also on the road to market farther and farther. As a result of the high degree of homogenization of the product, as well as price competition, brand competition brought more and more hurt, with a lasting competitive advantage of the marketing strategy has become a key factor in small household electrical appliance enterprises to win the market. Most of the current view of marketing that consumer behavior has become a commodity sales have a crucial impact on the factors, the reason is: first, to meet consumer demand has become the fundamental purpose of commodity sales; Secondly, the consumer behavior Not enough attention to the marketing strategy will eventually fail. Only a comprehensive and profound study of consumers and their behavior in order to play an important role in corporate marketing. In this paper, Carrefour, for example, from the perspective of consumers to analyze the development of Carrefour status and marketing status of Chinas consumer motivation and consumer psychology analysis, summed up the consumer in the consumption process of some new behavior characteristics and new The concept of consumption, to find ou