浅析连锁超市营销策略-以南城百货超市为例

浅析连锁超市营销策略-以南城百货超市为例(论文13000字)
摘    要
自从中国加入世贸组织以来，中国的市场逐渐向完全开放市场发展，外资零售业纷纷进入中国市场，我国零售业市场的竞争不断增加，从而使我国本土零售企业面临更加严峻的挑战。就目前来看，我国本土发展起来的连锁超市的不论经营规模、还是管理水平都远远低于外国零售企业，此外，在营销理念上也与外资零售企业存在较大的差距。
在这个背景下，本文选择南城百货连锁超市营销策略研究这一课题来进行研究，希望能提出营销策略和营销策略实施的保障措施，为南城百货超市应对零售业市场的激烈竞争、保持健康的发展起到积极的作用。南城百货连锁面临着国内外大型连锁超市如华联、沃尔玛等的竞争。本文根据理论联系实际的方法，分析南城百货连锁超市的宏观环境与产业环境，运用SWOT方法，剖析了其内部环境存在的优势与劣势、外部环境带来的机会与威胁，然后对南城百货连锁超市的现有营销策略中存在的问题进行了分析，基于这些分析提出了适合于南城百货连锁超市的营销策略，主要是和4P相对应的几个营销策略（即产品策略、价格策略、促销策略）和服务策略。最后提出了南城百货连锁超市营销策略实施的保障措施，具体为加强人力资源管理、完善管理理念、加强员工培训，以及加强企业文化建设。

关键词： 南城百货，连锁超市，营销策略，SWOT，零售业

Supermarket chain marketing strategy
-- to south department store supermarket is analysed, for example
ABSTRACT
Since China's accession to the wto, the development of Chinese market gradually to fully open markets, foreign retailers to enter the Chinese market in succession, increasing competition in the retail market in China, so that our domestic retail enterprises face more severe challenges. For now, our country developed local supermarket chain, no matter the scale of operation, or management level is much lower than the foreign retail enterprises, in addition, on the marketing concept also there is a big gap with foreign retail enterprises.
Under this background, this article choose south department store supermarket chain marketing strategy study of this subject for research, hope to be able to put forward the marketing strategy and marketing strategy implementation safeguard measures, for the south department store supermarket to deal with the fierce competition in the retail market, maintain a healthy development play a positive role. South side chain store faces the domestic and foreign large chain supermarket competition such as hualian, such as wal-mart. According to the method of theory with practice, analyzing the macro environment and industrial environment of department store, a supermarket chain in south, SWOT method, analyzes its internal environment has advantages and disadvantages, the external environment the opportunity and threat, and then to the existing marketing strategy of department store, a supermarket chain in south problems are analyzed, based on the analysis put forward the suitable for the marketing strategy of department store, a supermarket chain in south, mainly and a handful of 4 p corresponding marketing strategies (i.e., product strategy, price strategy, promotion strategy) and service strategy. Finally proposed the south department store supermarket chain marketing strategy implementation safeguard measures, concrete for strengthening human resources management, improve the management idea, strengthen staff training, and to strengthen the construction of enterprise culture.

KEYWORDS：south department store, supermarket chain, marketing strategy, SWOT, retailing

目    录
1 前言    1
1.1 研究背景    1
1.2 研究的目的和意义    2
1.3 国外研究现状    2
1.4 国内研究现状    2
1.5 研究的方法    3
2 南城百货连锁超市的营销现状分析    4
2.1 市场营销意识薄弱    4
2.2 促销形式单一    4
2.3 商品种类及价格优势较弱    4
2.4 品牌知名度低    4
3 南城百货超市市场营销环境分析    6
3.1 宏观环境分析    6
3.1.1 政治法律环境分析    6
3.1.2 经济环境分析    6
3.1.3 技术环境分析    8
3.1.4 社会文化环境    8
3.2 产业环境分析    9
3.2.1 竞争对手分析    9
3.2.2 潜在进入者分析    10
3.2.3 替代者分析    10
3.3 南城百货超市SWOT分析    11
3.3.1 优势分析    11
3.3.2 企业劣势分析    11
3.3.3 企业面临的机遇    12
3.3.4 企业面临的威胁    12
4 南城百货超市的营销策略建议    13
4.1 STP分析    13
4.2 产品策略    13
4.3 价格策略    14
4.4 促销策略    15
5 南城百货超市营销策略实施保障    16
5.1 南城百货超市人力资源保障    16
5.2 南城百货超市管理保障    16
5.2.1 建立管理理念    16
5.2.2 强化市场部门职能并重视员工培训    16
5.3 南城百货企业文化保障    17
参考文献    18
后    记    19