摘 要随着人民生活水平日趋提高，超市购物在人们的生活中也逐渐占据重要地位。我国超市面临着巨大的潜在市场需求和竞争压力，促销成为超市之间竞争的重要手段。本文以山东银座汶上店这一案例作为研究对象，运用问卷调查法和访谈法进行调查，分析山东银座汶上店促销策略存在的问题，发现超市存在促销产品组合单一、促销产品定价高、缺乏诚信意识、促销方式单一、超市品牌知名度低、促销人员素质不高等问题，然后针对问题提出了注重市场细分，建立多元化的产品种类、调整定价策略，增强诚信意识、创新促销方式、加强超市品牌营销建设、提高促销队伍的专业性的对策，促使山东银座汶上店在激烈的市场竞争中运用适当的促销方式提升超市的竞争力和盈利能力，实现稳定的销售目标，同时对相关商城产生可资借鉴的意义。关键词：促销策略；促销方式；山东银座汶上店IAbstractWith the improvement of people's living standards, supermarket shopping has gradually occupied an important position in people's life. Supermarkets in China are facing huge potential market demand and competitive pressure. Promotion has become an important means of competition among supermarkets. This paper takes the case of Shandong yinzuo wenshang store as the research object, and uses the methods of questionnaire and interview to investigate and analyze the problems existing in the promotion strategy of Shandong yinzuo wenshang store. it is found that the supermarket has the problems of single promotion product combination, high price of promotion products, lack of honesty awareness, single promotion method, low brand awareness of supermarket, low quality of promotion personnel, etc. then it puts forward to pay attention to market segmentation, establish diversified product types, adjust pricing strategy, etc. The countermeasures of enhancing honesty awareness, innovating promotion methods, strengthening the brand marketing construction of supermarkets, and improving the professionalism of the promotion team ...
