浅谈家福营销战略.docVIP

内 容 摘 要 本文在简介大型综合超市和家乐福进入中国经营概况的基础上，具体分析了家乐福的营销战略。目的是为我国处于起步阶段的超市行业提供可借鉴的经验和启示。 首先从市场营销战略的概念、特点及影响因素三个方面对市场营销战略进行了整体概述。之后，介绍了家乐福进入中国市场的发展过程及家乐福的营销战略。家乐福在经营中一贯坚持的营销战略主要有：1、超大规模战略,家乐福的大规模主要体现在：店堂面积大、停车场大、收款台多、服务范围大几个方面。2、跨国经营战略，跨地区跨文化的经营格局使家乐福形成合理搭配的战略布局。3、联盟战略，可以使跨国零售业获得在进货、人力资源方面的支持并在短期内熟悉当地市场。最后，通过以上对家乐福市场营销战略的分析，提出对国内超市企业的启示及营销战略的建议。结尾总结本文的主要观点：通过对家乐福营销战略系统分析，了解到他一贯采用的超大规模的经营战略并且根据当地的情况使超市本土化。本土超市要更好地学习借鉴家乐福的先进经验，使我国连锁超市业在今后的竞争中强大起来。 关键词：家乐福，营销，战略  Abstract In this paper, stepped by introducing the large Comprehensive Supermarket and presenting a summery of Carrefour’s operations after its entering to China，the following part has given detailed analyses of its marketing tactics and strategy. These studies aim at providing valuable experiences and references to China’s supermarket trades which are still in their early days, and, based on analyzing present state-owned supermarkets, offer some suggestions on their improvement. In the first place, it summarizes the definiens characteristic and diathesis of marketing tactics. Then introduce marketing tactics and seedtime of the Carrefour when come into the China marketing. Primary marketing tactics of Carrefour used is 1. Large-scale tactics, large at Storefront Park gathering desks and service extension and so on. 2. Multinational tactics, it makes Carrefour become reasonable position. 3. Union tactics, Auspice at purchase and human resource that acquire for the multinational retailing. Finally, based on analyzing tactics of Carrefour, offer some suggestions on state-owned supermarkets improvement. Primary viewpoint of this article is according to the tactics analysis of Carrefour: it adopts the Large-scale tactics and state-owned all along. State-owned supermarkets should be use for reference of Carrefour that became powerful in the future. Keywords: Carrefour; marketing; tactics 目 录 摘要····························································································································Ⅰ Abst