郑州市大型超市生鲜区经营策略研究毕业.docVIP

毕业论文 郑州市大型超市生鲜区经营策略研究 学 院：一 专 业：_ 学 号： 姓 名： 指导教师： 成 绩： 提交时间： 摘要 伴随着众多实力雄厚的国内外零售商的进一步扩张，零售业的竞 争已日趋白热化，而郑州作为河南的省会城市，不仅是古代兵家必争 Z地，而冃也是当前“中部崛起的桥头堡么一”，因此把其作为研究对 象也许更具有一定的实际代表价值。从2006年起时至今日，郑州的零 售业已经开始处于市场格局重新调整的关键时期，而作为差异化竞争 主要关键点之一的生鲜经营，在超市经营屮的作用将进一步凸现，开 设生鲜经营不仅仅能吸引定期、长期的客源，使顾客养成定点购物的 习惯，而且其顺手消费的金额往往超过生鲜的价钱许多，从而带动整 个超市商品的销售额，因此其至有人断言：“得生鲜者得天下”，但在 实际操作中一旦上马，却又问题重重：或生鲜经营的整体形象和效果 不尽如人意，达不到集客预期;或投入产出比相差悬殊，入不敷出；或 生鲜商品损耗量人，管理控制难。透过这些现象作进一步考察，可以 看到一些企业生鲜区的经营管理中存在共性问题。这些问题既制约着 生鲜经营的发展，同时也从一个侧面折射出企业整体管理的水平。本 文据此立意，从郑州大型超市生鲜区的经营现状入手，以家怎福北环 店与本地各大大型超市的生鲜区经营对比做研究，较为深入的分析家 乐福的差异化生鲜特色经营，并以生鲜区的布局具体细节研究作为切 入点，进而寻求适合郑州木地生鲜零售的最佳模式，以期获得应有的 研究价值。 Abstract With the further expansion of strength of many domestic and foreign retailers, retail competition has become increasingly heated, and Zhengzhou as the capital city of Henan Province, is not only the ancient military a ho什y contested spot, but also the rise of central China bridgehead, therefore the oneM as the object of study may be more practical to represent certain value? From 2006 till now, the key period has been in the retail industry in Zhengzhou at the beginning of market structure readjustment, and as one of the key points of difference competition fresh business in supermarket, the role will be further h谊h lighted, offering fresh business notonly to attract regular, long-term customers, so that customers have designated shopping habits, but the easy consumption amount often exceed the price of a lot of fresh, and drive the whole supermarket sales of goods, so some people even asserted that: na fresh person in the world1*, but in actual operation, once launched, but many problems： the overall image and effect or fresh business not just as one wishes, not up to set off the expected; orthe input-output ratio difference, run behind ones expenses; or fresh goodsloss, management is difficult to control Through these phenomena furtherinvestigation, we can see that there is some common problems of enterpriseman agement in the fresh