上海超生活超市营销策略研究

发布时间：2018-04-30 04:33

本文选题：零售企业 + 连锁超市　；参考：《哈尔滨理工大学》2015年硕士论文

【摘要】：随着我国国民经济的不断发展,人民的生活水平日益得以改善,越来越多的消费者开始注重生活的品质和品味,对食品、家庭用品、化妆护理用品等商品的品质要求也越来越苛刻。在当今的全球零售市场上,企业单纯的依赖产品和服务已经无法建立起持续竞争优势,且近年来品牌连锁超市的门店数量和规模逐步提升,各零售企业之间的竞争呈现出日趋激烈的态势。面临不断出现的机遇和挑战,零售企业如何积极地采用有效的营销策略和经营手段,使其在严峻的市场竞争中脱颖而出,使市场营销理论和企业自身优势相结合,进而巩固自身的市场地位和实力,成为当前零售企业的经营者和管理者们面临的首要问题。本文以上海超生活超市(City’Super)为研究对象,在对国内外相关理论和文献进行整理和评述的基础上,阐述了超生活超市的企业概况,并对其现行的营销策略进行深入分析,探究现有营销策略中存在的问题。运用系统分析法,从宏观经济环境、上海市商业格局、消费者、竞争对手四个方面对超生活超市营销的外部环境进行分析;从组织结构、价值链、核心能力三个角度对超生活超市营销的内部环境进行分析;并运用SWOT分析法对超生活超市营销的优势、劣势、机会和威胁进行总结。运用STP营销理论,对超生活超市的周围市场进行细分,选择目标市场并进行产品定位;与此同时,运用4P营销理论,从产品、价格、渠道、宣传四个角度入手,设计具有企业特色的,符合企业未来发展方向的市场营销组合策略,旨在加速上海超生活超市的市场推广,提高企业的营销实力与市场竞争力,同时为国内其他零售企业的营销策略优化提供理论上的参考和借鉴。
[Abstract]:With the continuous development of our national economy, the living standards of the people have been improved day by day. More and more consumers have begun to pay attention to the quality and taste of life, to food and household goods. Cosmetic care products and other commodities are also increasingly demanding quality requirements. In today's global retail market, enterprises simply rely on products and services can no longer establish a sustained competitive advantage, and in recent years, the number and scale of brand supermarket chain stores have gradually increased. The competition among retail enterprises is becoming more and more fierce. In the face of opportunities and challenges, how to actively adopt effective marketing strategy and management means to make retail enterprises stand out in severe market competition and combine marketing theory with their own advantages? And then consolidate their market position and strength, become the current retail business operators and managers face the first problem. This paper takes Shanghai Super Life supermarket as the research object, on the basis of sorting out and commenting on the relevant theories and literature at home and abroad, expounds the enterprise general situation of Super Life supermarket, and deeply analyzes its current marketing strategy. Explore the existing problems in the marketing strategy. Using the system analysis method, from the macro economic environment, Shanghai business pattern, consumers, competitors four aspects to analyze the supermarket marketing environment, from the organizational structure, value chain, The inner environment of supermarket marketing is analyzed from three aspects of core competence, and the advantages, disadvantages, opportunities and threats of supermarket marketing are summarized by SWOT analysis. Using the STP marketing theory, the market around the supermarket is segmented, the target market is selected and the product positioning is carried out. At the same time, the 4P marketing theory is used to start from the four angles of product, price, channel and propaganda. To design a marketing combination strategy with enterprise characteristics and in line with the future development direction of the enterprise, in order to accelerate the marketing promotion of Shanghai Super Life supermarket, and to improve the marketing strength and market competitiveness of the enterprise. At the same time, it provides a theoretical reference and reference for the optimization of marketing strategies of other domestic retail enterprises.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274

【相似文献】