浅析连锁超市营销策略以南城百货超市为例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Supermarketchainmarketingstrategy--tosouthdepartmentstoresupermarketisanalysed,forexampleABSTRACTSinceChina'saccessiontothewto,thedevelopmentofChinesemarketgraduallytofullyopenmarkets,foreignretailerstoentertheChinesemarketinsuccession,increasingcompetitionintheretailmarketinChina,sothatourdomesticretailenterprisesfacemoreseverechallenges.Fornow,ourcountrydevelopedlocalsupermarketchain,nomatterthescaleofoperation,ormanagementlevelismuchlowerthantheforeignretailenterprises,inaddition,onthemarketingconceptalsothereisabiggapwithforeignretailenterprises.Underthisbackground,thisarticlechoosesouthdepartmentstoresupermarketchainmarketingstrategystudyofthissubjectforresearch,hopetobeabletoputforwardthemarketingstrategyandmarketingstrategyimplementationsafeguardmeasures,forthesouthdepartmentstoresupermarkettodealwiththefiercecompetitionintheretailmarket,maintainahealthydevelopmentplayapositiverole.Southsidechainstorefacesthedomesticandforeignlargechainsupermarketcompetitionsuchashualian,suchaswal-mart.Accordingtothemethodoftheorywithpractice,analyzingthemacroenvironmentandindustrialenvironmentofdepartmentstore,asupermarketchaininsouth,SWOTmethod,analyzesitsinternalenvironmenthasadvantagesanddisadvantages,theexternalenvironmenttheopportunityandthreat,andthentotheexistingmarketingstrategyofdepartmentstore,asupermarketchaininsouthproblemsareanalyzed,basedontheanalysisputforwardthesuitableforthemarketingstrategyofdepartmentstore,asupermarketchaininsouth,mainlyandahandfulof4pcorrespondingmarketingstrategies(i.e.,productstrategy,pricestrategy,promotionstrategy)andservicestrategy.Finallyproposedthesouthdepartmentstoresupermarketchainmarketingstrategyimplementationsafeguardmeasures,concreteforstrengtheninghumanresourcesmanagement,improvethemanagementidea,strengthenstafftraining,andtostrengthentheconstructionofenterpriseculture.KEYWORDS：southdepartmentstore,supermarketchain,marketingstrategy,SWOT,retailing目录1前言..............................................................11.1研究背景........................................................................................................11.2研究的目的和意义........................................................................................21.3国外研究现状........
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