互联网时代经济高速发展，人们的生活以及物质水平发生了质的变化。 我国互联网产业规模不断扩大，影响力不断提升。电子商务年交易额一跃成 为国民经济中大的增长点。在激烈的市场竞争环境下，对传统零售商而言， 开展电子商务还面临着企业文化的变革问题，面对错综复杂的形势，不少实 体零售企业开始谋求转型，竞争策略需要重新设计。市场竞争进入到白热化 阶段，超市的管理者们也在不断的改善营销策略以适应市场的变化，传统零 售即将过去，新零售即将到来。 哈尔滨零售市场呈现群雄逐鹿的形势，大润发超市香坊店自开业以来就 占据哈尔滨零售市场较大份额，竞争对手争相模仿学习。目前各传统连锁超 市促销价格、促销形式、经营策略基本相同。面对新零售时代的到来，大润 发超市走可持续发展的道路，急需制定出符合大润发超市自身条件的营销策 略，既能迎合新零售发展趋势又能区别且领先同行业者的营销策略。 本论文以大润发超市香坊店为研究对象，先是介绍介绍了大润发超市香 坊店的企业文化、营销现状、新零售环境下的措施现状。其次，从政治法律 环境、经济环境、社会环境、科技环境、包括对竞争对手等外部营销环境进 行分析。营销策略通过 SWOT 分析法选择制定，通过市场细分、目标市场、 市场定位对大润发超市香坊店进行营销的 STP 设计，同时从产品策略、价格 策略、渠道策略、促销策略四方面提出营销策略 4P 方案设计。最后在更新 营销理念、加强企业管理、完善用人机制与激励机制三方面为营销策略实施 保障。希望通过对新营销策略实施使公司在新零售的经营环境中处于领先地 位。 关键词：新零售；大润发；营销策略哈尔滨工业大学工商管理硕士学位论文 - II - Abstract With the rapid development of economy in the Internet era, people's life and material level have undergone qualitative changes. The scale of China's Internet industry is expanding and its influence is increasing. E-commerce annual turnover has become a major growth point in the national economy. In the fierce market competition environment, for traditional retailers, the development of e-commerce is also facing the problem of corporate culture change, in the face of complex forms, many brick-and-mortar retail enterprises began to seek transformation, the competition strategy needs to be redesigned. With the increasingly fierce competition in the retail market and the arrival of the new retail era, large supermarket chains in Harbin are also faced with fierce competition. In order to improve their competitiveness, the managers of the supermarket industry pay more and more attention to the rational use of marketing strategies. Since the opening of rt-mart in Harbin, rt-mart has seized a large share of the retail market in Harbin. At present, the promotion price, promotion form and management strategy of traditional supermarket chains are basically the same. Faced with the arrival of the new retail era, rt-mart supermarket takes the road of sustainable development, so it is urgent to develop marketing strategies in line with rt-mart's own conditions, and get rid of the dilemma of similar marketing strategies with its competitors. Taking Harbin rt-mart xiangfang store as the research object, this paper firstly introduces rt-mart supermarket's corporate culture, marketing status and measures under the new retail environment. Secondly, analyze rt-mart's external marketing environment, political and legal environment, economic environment, social environment, scientific and technological environment, including the competitors. SWOT analysis was used to analyze the overall operation of rt-mart. STP analysis was used to segment the surrounding market, select the target market in line with the strategic direction of the enterprise, and finally make market positioning. Meanwhile, 4P theory was used to formulate specific marketing strategies from product, price, channel and promotion. From the哈尔滨工业大学工商管理硕士学位论文 - III - organizational structure, management system and corporate culture to ensure the implementation of rt-mart supermarket marketing strategy. Hope to play a guiding role in the development of the company, so that the company in the commercial competition to obtain advantages. Key words: new retail, Rt-mart, the marketing strategy哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 课题的背景目的和意义.................................................................................... 1 1.1.1 课题的背景...................................................................................................1 1.1.2 课题研究的目的和意义.............................................................................2 1.2 国内外研究现状.................................................................................................2 1.2.1 国外研究现状..............................................................................................2 1.2.2 国内研究现状..............................................................................................3 1.2.3 国内外文献综述的简析.............................................................................4 1.3 主要研究内容与研究方法................................................................................5 1.3.1 主要研究内容..............................................................................................5 1.3.2 研究方法.......................................................................................................5 第 2 章 大润发超市香坊店内部营销环境分析.......................................................6 2.1 大润发超市香坊店营销现状分析...................................................................6 2.1.1 大润发超市香坊店简介.............................................................................6 2.1.2 大润发超市香坊店整体营销状况............................................................7 2.1.3 大润发超市香坊营销措施现状................................................................8 2.2 大润发超市香坊店营销资源分析.................................................................10 2.2.1 品牌资源.....................................................................................................10 2.2.2 渠道资源.....................................................................................................11 2.2.3 人力资源.....................................................................................................11 2.3 大润发超市香坊店营销能力分析.................................................................12 2.3.1 销售能力.....................................................................................................12 2.3.2 技术能力.....................................................................................................14 2.4 本章小结............................................................................................................15 第 3 章 大润发超市香坊店外部营销环境分析.....................................................16 3.1 宏观环境分析................................................................................................... 16 3.1.1 政治法律环境分析....................................................................................16 3.1.2 经济环境分析............................................................................................16哈尔滨工业大学工商管理硕士学位论文 - V - 3.1.3 社会环境分析............................................................................................17 3.1.4 科技环境分析............................................................................................18 3.2 行业环境分析................................................................................................... 19 3.2.1 五力竞争分析............................................................................................19 3.2.2 行业内部条件分析....................................................................................20 3.3 新零售环境分析...............................................................................................21 3.3.1 互联网对超市影响分析...........................................................................21 3.3.2 新零售困境分析........................................................................................22 3.4 竞争对手分析................................................................................................... 25 3.4.1 北京华联超市六顺店分析.......................................................................25 3.4.2 家乐福超市会展店分析...........................................................................26 3.4.3 永辉超市万达店分析...............................................................................27 3.5 本章小结............................................................................................................29 第 4 章 新零售环境下大润发超市香坊店营销策略制定.................................30 4.1 大润发超市香坊店 SWOT 分析与营销策略制定......................................30 4.1.1 大润发超市香坊店的优势.......................................................................30 4.1.2 大润发超市香坊店的劣势.......................................................................31 4.1.3 大润发超市香坊店的机遇.......................................................................32 4.1.4 大润发超市香坊店的威胁.......................................................................33 4.1.5 大润发的总体营销策略...........................................................................34 4.2 大润发超市香坊店营销的 STP 设计............................................................34 4.2.1 大润发超市香坊店市场细分.................................................................. 34 4.2.2 大润发超市香坊店目标市场.................................................................. 36 4.2.2 大润发超市香坊店市场定位.................................................................. 37 4.3 大润发超市香坊店营销策略 4P 方案设计..................................................38 4.3.1 新零售环境下的产品策略.......................................................................38 4.3.2 新零售环境下的价格策略.......................................................................40 4.3.3 新零售环境下的渠道策略.......................................................................40 4.3.4 新零售环境下的促销策略.......................................................................42 4.4 本章小结............................................................................................................42 第 5 章 大润发超市香坊店营销策略实施保障.....................................................44 5.1 更新营销理念................................................................................................... 44 5.1.1 企业文化的融合与再培训.......................................................................44哈尔滨工业大学工商管理硕士学位论文 - VI - 5.1.2 新零售背景下的营销理念转变..............................................................44 5.2 加强企业管理................................................................................................... 45 5.2.1 分析竞争对手借鉴先进思维.................................................................. 46 5.2.2 人才领先战略............................................................................................47 5.3 完善用人机制与激励机制..............................................................................47 5.3.1 完善考核机制............................................................................................47 5.3.2 完善激励机制............................................................................................48 5.4 本章小结............................................................................................................49 结 论............................................................................................................................50