青岛乡镇连锁超市经营策略分析kyj1fmb9.doc

摘 要 近年来，青岛经济持续高速发展。零售业在激烈竞争中出现的全新连锁经营业态以其规模大，成本低的特点，迅速占领零售业市场。青岛连锁经营企业的发展也同样呈现着一种强劲的势头。这种情形下，青岛乡镇地区连锁超市大批涌现出来，并获得了稳定的发展。青岛乡镇连锁超市如何在乡镇复杂的竞争环境下做出适合的营销策略是本文研究的重点和方向。 本文就青岛乡镇连锁超市当今的发展情况做了简要分析。本文分别从社会环境，农村居民消费心理和乡镇连锁超市竞争环境三个方面对青岛乡镇连锁超市的经营环境进行了分析；从产品，价格，促销，分销四个营销要素出发，对青岛乡镇连锁超市的经营策略进行了分析。在基于4Ps营销组合理论的基础上，结合实际分析了青岛乡镇连锁超市如何通过经营策略的实施和应用，成功获得乡镇零售业竞争环境复杂情况下的竞争优势，并获得稳定快速的发展。希望本文的分析研究能对当前快速发展的乡镇连锁零售业略有一定的参考价值和积极意义。 关键字：连锁超市 消费心理 营销组合 Abstract In recent years, sustained and rapid economic development of Qingdao. Appeared in a highly competitive retail industry a new chain of business conditions for its large scale, low cost, rapid occupation of the retail market. The development of chain enterprises in Qingdao is also presented with a strong momentum. This case, a large supermarket in Qingdao rural areas come to the fore, and access to a stable development. Qingdao how supermarket chains in the township complex competitive environment to make the right marketing strategy is the focus and direction of this paper. This town supermarket in Qingdao today for the development of a brief analysis. This paper from the social environment, rural residents and rural consumer psychology supermarket chains on three aspects of the competitive environment in Qingdao Township supermarket chain analysis of the business environment; from product, price, promotion, distribution, marketing elements of the four starting town of Qingdao chain Supermarket business strategy is analyzed. 4Ps of marketing-based theory, based on the realities of rural supermarket in Qingdao how the implementation and application of business strategy, competitive environment, successful town retail complex in case of competitive advantage, and a stable and rapid development. Hope that analysis of this article can be fast-growing towns on the current retail chain of some reference value and a slightly positive. Keywords: Township supermarket chains Business environment Consumer Psychology 4Ps 目 录 TOC \o 1-3 \h \z