校园超市营销策略分析.pdfVIP

I 摘 要 随着我国国民经济的快速发展和国家中原崛起战略的实施，河南省批发业和零售业 发展迅速，超市作为零售业态中的一种，近年来在我省城乡各地已遍地开花，零售市场 竞争越来越激烈。本文所研究的大学校园市场，是一个独特而又具潜力的细分市场，它 已经被越来越多的零售企业关注。笔者作为河南某高校校园超市的管理者亲身参与到了 高校校园零售市场的竞争之中，深刻体会到了近些年来校园零售市场上激烈而又残酷的 竞争。那么如何让校园超市在环境多变的情况下，抢占市场优势，不断发展壮大，成为 亟待解决的问题。 因此本文对国内外的营销理论进行了研究，熟悉了经典的营销策略理论，并掌握了 营销策略的制定方法。在理论研究的基础上，进一步以 ZY 校园超市为研究实例，通过 营销环境SWOT 分析法、波特五力分析法等多种分析法对校园超市的经营现状进行分析， 发现 ZY 校园超市在营销管理方面存在的缺陷，找到解决问题的方法和建议，并为企业 的长远发展提出了战略规划。本文还采用了问卷调查法对ZY 学院的在校生的消费特征 进行了抽样调研，获得了 ZY 学院学生消费需求的第一手资料，结合参考的相关文献资 料和作者本人多年的工作经验，提出了一系列营销创新方法。希望这些对策和方法能提 高校园超市的核心竞争力，成为校园商圈的领导性企业。 关键词：营销策略，校园超市，SWOT II III ABSTRACT With the rapid development of Chinas national economy and the implementation of the strategy of national rise of central China. the development of wholesale business and retail business is rapid in Henan province. In recent years, the supermarket as one of the retail forms has bloomed everywhere in urban and rural areas of our province. The Competition of retail market is more and more intense. The market of university campus of this study, which has been paid attention to by more and more retail enterprises, is a unique and potential market segment. The author as a manager of campus supermarket in a university of Henan province, participates in competition of retail market of university campus and deeply understands fierce and cruel competition of the campus retail market in recent years. So how to make the campus supermarket seize the market advantage, and develop and grow constantly in environmental changing circumstances, becomes an urgent problem to be solved. This article masters and understands the basic theories of marketing strategies, and formulates basic methods of marketing strategies through the domestic and international marketing strategies. Taking ZY campus supermarket a