浅析合家福超市休闲食品促销存在的问题.doc

浅析合家福超市休闲食品促销存在的问题 摘　　要 随着人们生活水平的提高，休闲食品逐渐成为深受广大消费者喜爱的食品。休闲食品的需求不断增长，休闲食品企业之间的竞争也日益激烈。促销成为超市营销活动的重要组成部分，但是超市休闲食品促销存在的问题也不可忽视，文章通过实地调查与访问，首先对合家福超市、休闲食品的特征和合家福超市经常采用的休闲食品促销方式进行阐述。根据在合家福超市问卷调查得到的数据，分析合家福超市休闲食品促销的现状。然后再对促销过程中产生的问题进行分析。调查发现，合家福超市休闲食品促销的过程中存在降价促销频繁、休闲食品促销时安全管理措施不到位、免费赠品质量堪忧、促销员对消费者的态度忽冷忽热、价格欺诈、免费试吃存在卫生隐患等问题。最后，为改善合家福超市休闲食品促销提出对策与建议。 关键词：合家福超市 休闲食品 促销 对策与建议 ABSTRACT With?the?improvement?of?living?standards,?leisure?food?gradually?become?one?of?the?general?consumer’s?favorite?food.?As?we?all?know,?leisure?food?demand?is?increasingly?growing,?its?competition?between?enterprises?is?significantly?fierce.?Promotion?is?identified?as?important?component?of?supermarket?marketing?activities.?However,?the?problems?which?exist?in?promotion?activities?about?leisure?food?can?not?be?ignored?at?supermarket.?Our?study?based?on?the?investigation?and?interview.?First,?we?explain?the?feature?of?leisure?food?and?the?leisure?food?promotion?way?which?is?frequently?used?in?JOYMART?supermarket?in?this?paper.?According?to?the?questionnaire?data?in? JOYMART?,we?analyse?the?present?situation?of?leisure?food?promotion?.?Then?through?further?analysis,?research?found?that?several?problems?exist?in?the?process?of?promotion?,such?as?frequently?depreciate?sales?promotion,??safety?management?measures?are?not?in?place?when?leisure?food?sales?promotion,?free?gift?quality?care?,?the?attitude?of?promoters?to?consumer?is?incline,?price?cheating,?free?try?to?eat?health?problems?exist?hidden?trouble?and?so?on?.Finally,?we?proposes?some?countermeasures?and?suggestions?for?improving?snack?food?promotion?in?JOYMART?supermarket. Keywords: JOYMART Supermarket Leisure food Promotion Countermeasures and Suggestions 目 录 一、合家福超市休闲食品促销的现状 ……………………………………1（一）合家福超市简介……………………………………………………………1 （二）休闲食品的概念……………………………………………………………1 （三）休闲食品的基本特点………………………………………………………1 （四）合家福超市休闲食品促销的方式…………………………………………3 （五）消费者对合家福超市休闲食品促销的满意度……………………………3 二、合家福超市休闲食品促销存在的问题 ………………………………5 （一）降价促销频繁、降价力度小………………………………………………5 （二）免费