南城百货连锁超市定价策略.docVIP

大连理工大学硕士学位论文格式规范 - PAGE IV - 目录 TOC \o 1-3 \h \z \u 摘 要 0 Abstract 0 引 言 0 一、南城百货 1 （一）南城百货连锁超市简介 1 （二） 南城百货连锁超市经营环境分析 1 二、连锁超市定价策略设计概述 1 （一） 连锁超市定价策略 2 （二） 南城百货连锁超市定价策略概述 2 三、南城百货连锁超市定价策略设计优劣 3 （一） 南城百货连锁超市定价策略设计优势 3 （二） 南城百货连锁超市定价策略设计劣势 4 （三） 定价策略设计改进方案 4 参 考 文 献 4 南城百货连锁超市定价策略设计 摘 要 我国连锁超市市场经过10多年的发展已取得了巨大进步，由最初的小型经营模式发展到现在的大中型连锁超市的格局，品牌化发展趋势也使消费者到连锁超市消费的意愿逐步提升，超市销售额因此得以迅速增长。 定价策略是连锁超市市场营销组合中最活跃的因素,带有强烈的竞争性和多因素综合性。产品的价格受到成本、市场供求、市场环境等多因素的影响,变化极大。它的制定直接关系到企业利润的高低和市场需求量的多少,决定了连锁超市生存与发展的趋势。所以连锁超市要适时地运用定价策略,制定或调整合理的商品价格,完成自己的营销目标。本文以南宁市大型连锁超市南城百货为具体研究对象，通过对其经营环境的分析，观察总结了其定价策略，并分析了该连锁超市定价策略的优劣势，提出改进方案，以期对大中小连锁企业的销售有一定的借鉴意义。 关键词：南城百货 连锁超市 定价策略 NanCheng department store chain supermarket pricing strategy design Abstract Supermarket chain in China market after 10 years of development has made great progress, from the initial small business model to the present development of large and medium-sized supermarket chain pattern, the brand development trend also make consumers to chain supermarket consumption will gradually improve, supermarket sales so rapid growth. Pricing strategy is supermarket chain marketing combination the most active factor of the, with strong competitiveness and comprehensive factors. The price of the product by cost, market supply and demand, market environment, etc factors, change greatly. The formulation of it directly related to the discretion of the profit of enterprise and market demand much, determines the chain supermarket survival and the development trend. So the chain supermarket to timely use of pricing strategy, establish or adjust the reasonable price of commodities, complete their marketing target. Based on the large supermarket chain in south of nanning department for the research object, through to its business environment analysis, observation sums up the pricing strategy, and analyzes the chain supermarket pricing strategy of the advantages and disadvantages, put forward the impr