drf超市哈尔滨开发区店营销策略分析word格式论文.docxVIP

AbstractAs one of the main forms of retailing industry, Supermarkets provide goods and services which is closely linked with the life for people. In the past ten years, the supermarket industry has been showing a trend of rapid development. however, in the 2012, The growth rate of supermarkets started to slow down, retailing industry faces enormous challenges.In the face of rapidly changing consumer market and a strong competitor, the strategy based on the popular market positioning of marketing of the DRF supermarket in Harbin development zone, has been unable to make enterprises gain a competitive advantage. Intense competition and changing market calling for precision marketing era. The purpose of this research is to use scientific methods and means, to locate afreshly for the enterprise, and to establish the marketing combination strategies consistent with market positioning, and to enable the enterprise to obtain the competitive advantage in the fierce competition in the industry.This article includs four most mainly:the first part, to Presents the research background and significance；the second part, to describe the target market strategy ——STP；the third part, to make an in-depth analysis on the marketing status and the enterprise marketing environment, through research and analysis of the macroscopic and microcosmic environment, to make the enterprise to recognize the opportunities and challenges clearly, and fully understand the advantages and disadvantages of the enterprise; the fourth part, to make the market segmentation of the consumer market, then making the market assessment and selection of target market; the fifth part, to analyze the behavior and characteristics of target customers, and to make the marketpositioning；to make satisfy target customer marketing strategy.This paper makes the STP target market strategy as the theoretical foundation, and obtains data through the questionnaire survey, and then uses the SPSS statistical software for data pr