市场营销-家乐福中国地区营销策略研究.docVIP

PAGE 14 家乐福中国地区营销策略研究 目 录 TOC \o 1-3 \h \z \u 1引言 1 2我国零售业现状及外资零售企业在华发展概况 1 2.1我国零售业发展概况 1 2.2外资零售企业在华发展概况 2 3家乐福在华营销策略分析 2 3.1产品策略 2 3.1.1零售商品分类 3 3.1.2零售商品结构特点 3 3.2价格策略 4 3.2.1商品的定价方式 4 3.2.2会员制销售模式 4 3.2.3低价形象策略 5 3.3渠道策略 5 3.4家乐福的促销策略 6 3.4.1服务促销策略—顾客至上 6 3.4.2广告策略—低调投入 7 3.4.3大规模的促销活动 7 4.家乐福在华营销战略对我国零售业的启示 8 4.1渠道战略启示 8 4.2产品战略启示 8 4.3价格战略启示 9 4.4促销策略启示 9 结语 10 参考文献 12 致谢 13 摘要 伴随着国民经济的高速发展，零售业正成为中国近年来产业规模变化最快，市场化程度最高、竞争最为激烈的行业之一。在这样的环境下，如何根据市场变化实施更有效的营销策略，创造更多的顾客价值和顾客满意，从而赢得竞争优势，实现企业的可持续发展，成为目前一些零售企业亟待解决的问题。进入九十年代以后，以家乐福、沃尔玛、麦德龙为首的外资零售企业开始大量的涌入中国，进一步推动了我国零售业竞争格局的转变。作为最早进入中国市场的外资零售企业家乐福已经有整整20个年头了。在第二波全球商业化浪潮中，家乐福等外国公司的进入开启了中国零售市场上大型零售链的时代，从原来的百货商店到“自助式开放”和“一站式购物”。 家乐福等在中国有所不同。它的发展也反映了中国零售市场的不同进程。 本文首先分析了中国零售业的现状和外国零售企业在中国的发展，然后分析了家乐福在中国市场的营销策略，最后提出了家乐福在中国的营销策略对中国零售业的启示。 关键词：零售业；家乐福；营销策略  ABSTRACT With the rapid development of the national economy, retail industry is becoming one of the industries with the fastest change in industrial scale, the highest degree of marketization and the most fierce competition in recent years. Under such circumstances, how to implement more effective marketing strategies according to market changes, create more customer value and customer satisfaction, so as to win competitive advantage and achieve sustainable development of enterprises has become an urgent problem for some retail enterprises. After entering the 1990s, foreign retail enterprises headed by Carrefour, Wal-Mart and Metro began to pour into China in large numbers, which further promoted the transformation of the retail competition pattern in China. As the first foreign retail entrepreneur to enter the Chinese market, Lefu has been a full 20 years old. In the second wave of global commercialization, the entry of foreign-funded enterprises such as Carrefour has opened up the retail market in China from the original department stores into the era of self-service and open and one-stop shopp