大润发连锁超市的营销策略优化.docxVIP

PAGE PAGE 3 摘 要 本文主要分析大润发市场营销现状和发展对策，从顾客忠诚度、服务体系、产品、业务对大润发连锁超市营销现状展开论述。挖掘大润发连锁超市营销及发展存在的问题，研究认为大润发连锁超市产品缺乏创新、促销手段单一、价格决策不稳定、关联性服务开展不到位。存在的这些问题都制约着大润发连锁超市的经营和发展。本文提出的改进措施为加大产品创新、提升产品质量，采取多元化促销方式、以人员销售为主，加强信息收集、为优化价格提供可能，以顾客为导向、全方位人性化服务及后续服务。通过这些方面的改善，为大润发连锁超市发展提供帮助，让品牌发展的更好。 关键词：大润发连锁超市；营销现状；新零售  Abstract This paper mainly analyzes the current situation and Development Countermeasures of RT Mart marketing, and discusses the current situation of RT Mart chain supermarket marketing from customer loyalty, service system, products and business. This paper explores the problems existing in the marketing and development of RT Mart chain supermarkets, and considers that the products of RT Mart chain supermarkets are lack of innovation, single means of promotion, unstable price decision-making and inadequate development of related services. These problems restrict the operation and development of RT Mart chain supermarket. The improvement measures proposed in this paper are to increase product innovation, improve product quality, adopt diversified promotion methods, focus on personnel sales, strengthen information collection, provide possibility for price optimization, customer-oriented, all-round humanized service and follow-up service. Through these improvements, we can provide help for the development of RT Mart chain supermarket and make the brand development better. Keywords:RT Mart chain supermarket；Marketing status quo；New retail  目 录 26617 诚信声明 I 26617 摘要 II 26617 Abstract III TOC \o 1-3 \h \u 4136 第一章 绪论 1 28352 1.1选题背景和选题意义 1 3659 1.1.1选题背景 1 17188 1.1.2选题意义 1 23007 1.2国内外研究动态 2 26311 1.2.1国外研究动态 2 14837 1.2.2国内研究动态 2 19248 1.2.3简要评价 3 19933 1.3可能的创新点 3 24236 第二章 大润发连锁超市概述及营销现状 4 28143 2.1大润发超市概述 4 5766 2.2大润发连锁超市发展现状 4 1873 2.3大润发连锁超市营销现状 5 27691 第三章 大润发超市营销策略存在的问题 6 29462 3.1大润发超市产品缺乏创新 6 27739 3.2大润发超市促销手段单一 6 2862 3.3大润发超市价格决策不稳定 7 12486 3.4大润发超市关联性服务开展不到位 7 5115 3.5消费者品牌忠诚度不高 7 8148 第四章 大润发连锁超市的营销策略优化 9