差异化营销在中小连锁超市中的运用探究.docVIP

差异化营销在中小连锁超市中的运用探究 　　 　　零售业作为新兴服务业，在我国有着巨大的发展潜力。中小型连锁超市经营是现代零售业的一种重要的经营模式，目前在国内市场已经由导入期迅速进入到成长期，正处在发展的黄金期。随着零售业国际化进程的加快，我国中小连锁超市进一步发展面临着诸多挑战，如观念更新、信息化技术应用、管理水平、人才培养等。中小连锁超市必须适应市场需求的转变，结合企业自身优势，勇于创新、扬长避短，才能在激烈的竞争中生存与发展。在当今的市场环境中，成功的企业不能缺少优秀的营销模式，而差异化营销策略是中小连锁超市营销策略中的重要形式，它的成功运作是建立在企业精准定位和创新营销之上，寻找适合企业发展的目标市场，运用差异化营销策略去引领市场决策已成为本土中小连锁超市企业的主流，差异化营销策略作为一种可以在最大程度上完善营销功能的工具正日益受到重视。本文以重庆万家福超市为研究对象，以差异化营销理论为指导，深入而全面地研究重庆万家福超市的营销现状，指出其营销策略中存在的问题，通过对企业营销环境的深入研究，发现并分析超市目前存在的问题，挖掘市场机会和强化企业自身潜力，为企业选择和制定行之有效的营销策略，并提出了诸多保证策略成功实施的建议和措施，以期有效提升企业的市场竞争力。同时对我国中小连锁超市营销过程中的营销策略进行了分析，并在此基础上提出了解决超市营销现存的问题的相关对策，并且对中小连锁超市营销模式的未来走向做出趋势分析，以期为我国中小连锁超市企业实施差异化营销策略提供借鉴和参考。 　　 　　关键词：重庆万家福超市，中小型连锁超市，营销模式，营销策略，差异化营销 　　 　　ABSTRACT 　　 　　Retail industry as an emerging service industry,in our country hashuge development potential. Small and medium-sized supermarket chainmanagement is a kind of important modern retail business model,is nowin the domestic market by its rapid transition to the growth,is in a verycritical period of development. With the speeding up of the retailinternationalization,our country small and medium-sized supermarketchain further development is facing many challenges,such as updatingconcept,modern technology application to enhance management level,personnel training and so on. Small and medium-sized supermarket chainmust quickly adapt to the change of market demand,combined with theirown advantages , innovation and foster strengths and circumventweaknesses,can in the fierce competition in the survival and development. 　　 　　In today’s market environment,the successful enterprise is bound to beshort of little not good marketing planning,and the differentiationmarketing strategy is the development of the supermarket chain,smalland medium enterprises to realize their own the good way. Differentiationmarketing strategy is an important form of marketing strategy,its successis based on accurate localization and innovation marketing. 　　 　　Differentiation marketing strategy,as a kind of ca