百信货仓超市营销策略研究

发布时间：2019-05-21 08:20

【摘要】： 改革开放以前，零售业业态以单体的大型百货店为主。随着经济的发展，我国零售业呈现出空前的繁荣之势，取得了巨大的进步。特别是产生了实行开架选购的超市售卖形式，以更好的满足消费者的多样化购物需求。百信货仓超市成立于2001年3月，其开业之初，由于适应当时本地市场对超市的需要，其新颖的经营形式受到大家的喜爱。随着包头地区零售业竞争的白热化，百信货仓必须进行市场营销策略研究，明确超市未来的经营思路，使其能够形成自己的经营特色。首先，本文主要介绍了营销发展理论，STP理论，营销组合理论。以研究理论为基础，分析了零售行业状况，百信货仓的消费者，竞争者，供应商的状况。然后对企业营销策略的现状及问题进行了分析，并运用SWOT分析方法对百信货仓进行综合分析。从而为百信货仓营销策略方案的架构，产品策略、价格策略、促销策略、品牌及服务策略等的设计、选择、建设，提供了依据。在此基础上，论文讨论和研究了一系列营销策略实施建议。其次，，对百信货仓进行市场营销策略的研究。在产品策略中，通过加强对产品的管理，同时研究超市的产品组合策略，形成超市自己的产品特色；在价格策略研究中，分析了超市定价影响因素，明确了百信货仓定价目标和应采取定价方法；在服务策略研究中，明确了加强服务过程的规范、员工的培训及作好顾客沟通的重要；促销策略的实施主要是采取广告、会员制促销、折扣等方式，作好公关宣传工作，吸引消费者，树立百信货仓良好形象。最后在市场营销策略实施过程中，重点加强营销管理，对超市的组织进行调整，加强员工队伍建设，做好对市场营销策略实施的信息反馈和分析工作，发现问题能及时改正，使市场营销策略能够实施下去。通过市场营销策略的研究，结合百信货仓的实际情况和竞争对手的营销策略，使百信货仓能够在竞争中明确自身定位，提出相应的营销策略。研究得出的营销策略将会对百信货仓今后的营销活动有一定的指导作用，在现实的竞争中还将不断的改善。
[Abstract]:Before the reform and opening up, the retail industry was dominated by a single large department store. With the development of economy, China's retail industry has shown unprecedented prosperity and made great progress. In particular, the implementation of open-shelf shopping supermarket sales form, in order to better meet the diversified shopping needs of consumers. Baixin warehouse supermarket was established in March 2001. At the beginning of its opening, its novel management form was loved by everyone because it met the needs of the local market at that time. With the white heat of retail competition in Baotou area, Baixin warehouse must carry out the research of marketing strategy, clarify the future management thinking of supermarket, so that it can form its own management characteristics. First of all, this paper mainly introduces the marketing development theory, STP theory, marketing combination theory. Based on the research theory, this paper analyzes the situation of retail industry, consumers, competitors and suppliers of Baixin warehouse. Then it analyzes the present situation and problems of enterprise marketing strategy, and makes a comprehensive analysis of Baixin warehouse by using SWOT analysis method. Thus, it provides the basis for the design, selection and construction of the structure, product strategy, price strategy, promotion strategy, brand and service strategy of Baixin warehouse marketing strategy. On this basis, the paper discusses and studies a series of marketing strategy implementation suggestions. Secondly, the marketing strategy of Baixin warehouse is studied. In the product strategy, by strengthening the management of the product and studying the product combination strategy of the supermarket, the supermarket's own product characteristics can be formed. In the study of price strategy, this paper analyzes the influencing factors of supermarket pricing, and clarifies the pricing target of Baixin warehouse and the pricing method should be adopted. In the study of service strategy, it is clear that the norms of strengthening the service process, the training of staff and the importance of customer communication are clear. The implementation of promotion strategy is mainly to adopt advertising, membership promotion, discount and other ways to do a good job of public relations publicity, attract consumers, and establish a good image of Baixin warehouse. Finally, in the process of implementing marketing strategy, we should strengthen marketing management, adjust the organization of supermarket, strengthen the construction of staff, do a good job of information feedback and analysis on the implementation of marketing strategy, and find that the problems can be corrected in time. So that the marketing strategy can be implemented. Through the research of marketing strategy, combined with the actual situation of Baixin warehouse and the marketing strategy of competitors, Baixin warehouse can make its own position clear in the competition, and put forward the corresponding marketing strategy. The marketing strategy obtained from the study will have a certain guiding role in the future marketing activities of Baixin warehouse, and will continue to improve in the real competition.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F721

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