鞍山家乐福营销策略研究谭秀庆.docVIP

鞍山家乐福营销策略研究 摘 要 自20世纪70年代以来，全球零售业发生了巨大的变革，大规模的连锁店开始在西方发达国家迅速发展，其中几个代表性的大型外资超市有美国的沃尔玛，法国的家乐福和德国的麦德龙等。家乐福作为在中国发展的外企超市的成功案例，其原有的先进的超市经营理念和管理模式及营销模式在地区市场环境和竞争环境变化的考验下所显示出的适应过程值得我们去关注。在中国这个特殊的市场环境下，家乐福的竞争策略取得的成功和面临的问题都可以让我们更深刻地理解一个跨国零售业巨头的战略管理模式。并从中总结出我们可以引以为鉴的部分，这对我们提高中国零售企业的经营管理水平具有积极的意义和很强的参考价值。面对外资零售业越来越明显的零售抢占意图，本土的零售企业可以从外资零售业对市场的敏感度和高度的行动力上总结出自身先天和后天的不足。在对家乐福这个在华外资零售业的典型代表的研究中，通过对于它经营的营销策略分析，我们可以总结出中国本土零售业也同样面临的问题和拥有的机遇。市场经济的特点是市场作为有效的调节手段对经济发展施加影响。本文的研究结果可以为辽宁区域市场的零售业发展找到一个共同的走向，为这一时期的区域零售业的发展提供信息与理论上的支持与参考。 关键词： 家乐福；产品；供应商；服务Anshan Carrefour Marketing Strategy Abstract Since the 1970s, the global retail industry has undergone tremendous change, large-scale chain stores began the rapid development of countries in the West, which represented a large number of foreign supermarkets like the U.S. Wal-Mart, Carrefour of France ,Germany Metro and so on. Carrefour in Chinas development as a foreign supermarket success stories, its original business ideas and supermarkets advanced management and marketing model and competitive market environment in the areas of environmental change under the test shows that the adaptation process worthy of celebration. In China, the special market environment, the competitive strategy of Carrefours success and problems can make us a deeper comprehension of a multinational retail giants strategic management. From which we can learn a lesson summed up the part, which we improve the management of retail enterprises in China the level of significance and a strong positive reference value. The face of foreign retail trade is becoming increasingly clear intent to seize the retail, local retail businesses from foreign retail market sensitivity and a high degree of mobility on the sum of their lack of innate and acquired resources. Carrefour in the retail foreign investment in China this typical representative of the study, through the marketing strategy for its business analysis, it can conclude that Chinese domestic reta