连锁超市新品引进与推广策略研究——以物美超市为例.doc

PAGE PAGE 28 连锁超市新品引进与推广策略研究 ——以物美超市为例 摘要：连锁超市是目前我国零售业的主流业态之一。随着超市核心经营能力的提升要求，超市新品引进和推广的策略研究也日益受到关注。本文通过相关文献的研究，案例的探讨和数据调研的方式，对连锁超市的新品引进推广策略做出分析和建议。 本文就新品引进和推广策略的相关文献做了整理归纳，重点分析了新品的引进方法和途径，新品的主要推广策略；通过问卷调研的方式面向消费者调查新品引进推广的影响因素；以物美超市为例，分析了物美超市的新品引进及推广相关发展现状；最后根据文献和调查，对连锁超市现有的一些新品引进和推广策略提出了建议。在新品引进策略中，应当更加关注品类特性和产品特性，加强源头直采的建设，完善物流和信息系统，促进自由品牌的开发。而在推广策略中，可以针对不同的新品特性采取多种不同的推广方式，通过不同的陈列策略，宣传广告策略，多样的促销策略，结合线上推广的策略，最大限度的与供应商通力合作，带动连锁超市新品的推广。 关键词：连锁超市新品引进新品推广营销策略 Supermarket new product introduction and promotion strategya case of wumart Abstract： Supermarket chain is currently one of the mainstream Chinese retail format. Core business capacity requirements with a supermarket, supermarket strategy of new product introduction and promotion of research is also increasingly concerned. Through literature research, data research and case study, new product introduction and extension of the supermarket policy analyses and recommendations. Paper on new introduction and promotion strategy of related literature do has finishing antibody, focus analysis has new of introduction method and way, new of main promotion strategy; through questionnaire research of way oriented consumers survey new introduction promotion of effects factors; to real beauty supermarket for cases, analysis has real beauty supermarket of new introduction and the promotion related development status; last according to literature and survey, on chain supermarket existing of some new introduction and promotion strategy proposed has recommends. New product introduction strategies should focus more on category and product characteristics, strengthen the construction of source direct mining, improving logistics and information systems, promoting free brand development. Promotion strategy, you can target different product characteristics, take a variety of different ways to promote, through exhibitions of different strategies, advertising strategies, a variety of promotional strategies, combining online promotion