摘要随着社会经济的高速发展的同时，国内外连锁超市行业发展得越来越好，消费者得选择也不断增加，连锁超市之间的竞争越发激烈。永辉超市将传统农贸市场和超市结合起来，就形成了生鲜超市，使消费者可以在干净舒适的环境下购物，同时还可以买到任何你想购买的生鲜产品，这些产品不仅新鲜，而且价格非常实惠。本文把福建永辉超市作为研究对象，从市场定位、目标市场选择以及市场细分等几个方面对永辉超市进行分析，找出永辉超市在实行STP战略中存在的问题，并为此提出解决问题的对策及建议，使永辉超市在激烈的竞争中更具竞争力。关键词：永辉超市；STP战略；对策及建议－1－AbstractWiththerapiddevelopmentofthesocialeconomy,thedomesticandforeignsupermarketchainindustryisdevelopingbetterandbetter,theconsumershavetochoosemoreandmore,thecompetitionbetweenthesupermarketchainismoreandmoreintense.Yonghuisupermarketcombinesthetraditionalfarmers'marketwiththesupermarkettoformafreshsupermarket,whichenablesconsumerstoshopinacleanandcomfortableenvironment,andatthesametimetobuyanyfreshproductsyouwant.Theseproductsarenotonlyfresh,andataveryreasonableprice.TakingFujianYonghuisupermarketastheresearchobject,thispaperanalyzesYonghuisupermarketfromseveralaspectssuchasmarketpositioning,targetmarketselectionandmarketsegmentation,andfindsouttheproblemsexistingintheimplementationofSTPstrategyofYonghuisupermarket,andtothisend,putforwardcountermeasuresandsuggestionstosolvetheproblem,sothatYonghuisupermarketinthefiercecompetitionmorecompetitive.Keyword：YonghuiSupermarket;STPStrategy;Suggestions－2－目录1引言...............................................７1.1研究背景与研究意义....................................７1.1.1.研究背景............................................７1.1.2.研究意义............................................７1.2研究内容与研究方法....................................８1.3国内外研究现状..........................................９1.3.1国外研究现状..........................................９2企业概况....................................................１１2.1企业介绍...............................................１１2.2永辉超市的市场细分..................................１３2.2.1按地理因素细分....................................１３2.2.2按心理因素细分....................................１４2.2.3按人口因素细分....................................１４2.3永辉超市的目标市场选择............................１５2.3.1中年女性市场.......................................１５2.3.2中等收入的附近居民市场..........................１５－3－2.4永辉超市的市场定位..................................１６2.4.1产品差别化定位策略...............................１６2.4.2消费者群体定位策略...............................１６2.4.3竞争者定位策略....................................１６3永辉超市实施STP战略所暴露出的问题..................１７3.1目标市场选择考虑不够全面..........................１７3.2生鲜运作成本较高....................................１７3.3生鲜产品质量出现问题...............................１８3.4门店服务水平参差不齐...............................１８3.5缺乏生鲜管理专门人才...............................１８4根据问题所提出的解决方案...............................１９4.1扩大目标市场范围....................................１９4.2简化生鲜运作流程，降低生鲜产品成本.............１９4.3加强食品安全保障制度...............................１９4.4提高员工素质，实行规范化管理.....................２０4.5注重生鲜管理人才的培养和引进........................
