JB连锁超市营销策略优化研究

发布时间：2018-01-30 00:16

本文关键词： 连锁超市营销策略 O2O 4P 4C 零库存　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国加入世贸组织后,鉴于零售行业本身进入门槛比较低,国内消费需求快速增长,外资零售企业大量进入我国。与此同时,网络经济在近十年得到了快速成长和发展,涌现出了一大批出了以淘宝、京东为代表的网络零售企业,越来越多的人开始选择网络购物,使得国内的零售行业竞争空前激烈,传统本土零售业遭遇巨大挑战。基于此,本文主要对JB连锁超市营销策略优化进行研究。文章首先在绪论部分对本文的研究背景、国内外研究综述、研究方法及内容等进行阐述,然后具体对连锁零售企业营销策略相关的理论进行阐述,为本文的研究奠定一定的理论基础,接着具体对JB连锁超市的营销环境、营销现状、存在的问题以及制约因素的进行分析,为后文对JB连锁超市营销策略的优化提供依据,最后提出可以通过优化产品结构,对门店进行重新定位与升级、渠道优化策略、价格策略优化、创新业态、开发自有品牌等措施优化JB连锁超市的经营策略。本文旨在运用市场营销、O2O等相关理论,以当前的研究成果和国内外其他连锁超市的探索为基础,为JB连锁超市提出切合其实际的合理可行的营销策略优化的方案。
[Abstract]:After China's entry into the WTO, in view of the relatively low entry threshold of the retail industry itself and the rapid growth of domestic consumer demand, foreign retail enterprises have entered China in a large number at the same time. Network economy in the past decade has been rapid growth and development, emerged a large number of Taobao, JingDong as the representative of online retail enterprises, more and more people began to choose online shopping. The domestic retail industry competition is unprecedented fierce, the traditional local retail industry encountered enormous challenges. Based on this. This paper mainly studies the optimization of JB supermarket marketing strategy. Firstly, in the introduction part, the research background, domestic and foreign research overview, research methods and content are described. Then the relevant theories of chain retail enterprises marketing strategy are elaborated, which lays a theoretical foundation for the study of this paper, and then the specific marketing environment of JB supermarket chain, marketing status quo. The existing problems and constraints of the analysis, for the following JB supermarket marketing strategy optimization to provide the basis, finally put forward that through the optimization of the product structure, the store can be re-located and upgraded. Channel optimization strategy, price strategy optimization, innovation of business format, development of private brands and other measures to optimize JB supermarket management strategy. This paper aims to use marketing and other related theories. Based on the current research results and the exploration of other supermarket chains at home and abroad, this paper puts forward a reasonable and feasible marketing strategy optimization scheme for JB supermarket.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274

【参考文献】