JJY连锁超市营销策略研究

发布时间：2018-03-21 15:20

本文选题：JJY连锁超市　切入点：4P营销组合　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：连锁超市自20世纪90年代引进中国以来,竞争日益激烈,发展速度也越来越快。随着2001年中国加入WTO,国内市场也渐渐向完全开放的市场发展,引来了众多国外的零售业纷纷挤入国内市场,不断的扩张速度使得国内零售业市场空间遭受前所未有的挤压,我国零售业市场呈现出愈演愈烈的竞争局面,显而易见,国内的本土零售企业也面临着更加严峻的挑战,然而,互联网销售时代的到来,进一步加剧了挑战力度。但目前我国本土连锁超市的管理水平和经营规模远远还比不上国内外大型零售企业,在营销理念上也与国内外大型零售企业存在较多的差距。JJY连锁超市作为持续8年稳居中国连锁业五十强的零售企业,正在面临着诸如大润发、佳世客、利群等众多国内外大型连锁超市的竞争。在此背景下,笔者选择JJY连锁超市的营销策略加以研究,以期能够提出切实可行的营销策略及其保障措施,对JJY连锁超市应对国内外的激烈竞争,坚持持续健康有序发展提供思路和依据。本研究基于现代营销理论,运用专题研究的方法,理论联系实际,分析JJY连锁超市的营销环境,对JJY连锁超市目前营销策略中存在的问题进行分析,针对其存在的问题,提出符合JJY连锁超市实际情况的六个营销策略方面,主要是在4Ps营销策略(即产品策略、价格策略、促销策略、渠道策略)基础上再加上服务策略以及网络营销策略,并提出营销策略实施的保障措施,即强化企业组织管理、强化营销队伍建设、强化企业文化建设以及强化信息系统建设管理。本文的研究结论,不仅针对JJY连锁超市的发展,同时也对我国其他本土连锁超市的发展有着借鉴与参考意义。
[Abstract]:Since the supermarket chain was introduced into China in 1990s, the competition has become increasingly fierce and the speed of development has been increasing. With China's entry into WTO in 2001, the domestic market has gradually developed to a fully open market. It has attracted a lot of foreign retailing to squeeze into the domestic market. The expansion speed of the domestic retail market has made the space of the domestic retail market suffer unprecedented squeeze. The retail market of our country presents an increasingly competitive situation, which is obvious. Domestic retail enterprises are also facing more serious challenges. However, with the advent of the era of Internet sales, This has further aggravated the challenge. But at present, the management level and scale of local supermarket chains in China are far from comparable to those of large retail enterprises at home and abroad. JJY supermarket chain, as a retail enterprise that has been in the top 50 of China's chain industry for 8 years, it is facing such as Big Runfa, Gaspar, Under this background, the author chooses the marketing strategy of JJY chain supermarket to study, in order to put forward the feasible marketing strategy and its safeguard measure. This paper provides the idea and basis for the JJY chain supermarket to deal with the fierce competition at home and abroad, and insists on the sustained healthy and orderly development. Based on the modern marketing theory, using the method of special research, the paper analyzes the marketing environment of the JJY chain supermarket by combining theory with practice. This paper analyzes the problems existing in the current marketing strategies of JJY chain supermarkets, and puts forward six marketing strategies in line with the actual situation of JJY chain supermarkets, mainly in the 4Ps marketing strategies (that is, product strategy, price strategy). On the basis of promotion strategy, channel strategy, service strategy and network marketing strategy are added, and the guarantee measures for the implementation of marketing strategy are put forward, that is, strengthening the organization and management of enterprises, strengthening the construction of marketing team, The conclusion of this paper is not only for the development of JJY chain supermarkets, but also for the development of other local supermarket chains in China.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274

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