I 摘要 随着我国经济的的迅猛发展，作为新兴服务业的零售行业，慢慢地发挥着其巨大 潜力。零售行业中实体连锁超市的规模急剧扩大，数量也逐渐增多，市场竞争形势变 得日趋严峻起来。同时，随着日益增长的国际化与网络化进程，不少外资超市不断入 驻城市，网上超市也是异军突起，我国的实体连锁超市想谋求进一步发展，也是面临 着巨大的挑战。在强势的竞争者与行业变化面前，实体连锁超市必须跟上时代的脚步， 不断适应市场的需求进行转变，结合自己的优势，敢于创新，及时去调整营销策略， 只有这样，我们才能确保在如此激烈的行业环境中竞争取得优势，甚至谋求更加长远 地发展。 本文基于零售市场营销及管理学等方面的基础理论，以当前 SG 超市营销为其研 究的对象，同时对当前中国零售业市场营销的研究发展背景、意义、思路及目前在相 关研究领域内的研究现状进行深入的讨论；实地访谈以及在零售超市数据库中查找的 内部资料，对 SG 超市的零售市场营销策略管理从商品价格、人员、渠道等几个方面 可能出现的重点难点问题进行了分析；从企业的宏观环境、微观环境两个方面，指出 了在市场营销中所可能具有的一些优势、劣势，以及潜在的机会与其挑战，科学地对 细分市场进行了定位分析来确定其消费人群；从产品、价格、促销、渠道、服务等几 个方面为企业量身设置行之有效、立竿见影的零售市场营销管理策略，保障营销策略 顺利地实施。 本文创新之处在于，在对 SG 超市营销策略研究中，将互联网及大数据在传统超 市的经营中的影响进行了分析，不仅对类似 SG 超市这种本土发展起来的中小型连锁 超市具有指导意义，也期望在其他行业在改进营销策略中提供借鉴和参考。 关键词：市场营销 连锁超市 实体超市 营销策略Abstract II Abstract With the rapid development of China's economy,the retail industry,as an emerging service industry,is slowly exerting its huge potential. In the retail industry,the scale of physical chain supermarkets has expanded dramatically and the number has gradually increased. The market competition situation has become increasingly severe. At the same time,with the increasing internationalization and network ization process,many foreign supermarkets have continuously settled in cities,and online supermarkets have also emerged as a new force. The physical chain supermarkets in China are facing huge challenges to seek further development. In the face of strong competitors and industry changes,physical chain supermarkets must keep pace with the times,constantly adapt to the needs of the market to make changes,combine their own advantages,dare to innovate, and adjust marketing strategies in a timely manner.Only in this way can we ensure that this is the case. In the fierce industry environment,competition gains advantages and even seeks to develop in the long run. This article is based on the basic theories of retail marketing and management, taking the current SG supermarket marketing as its research object,and at the same time, the current research and development background,meaning,ideas and research in related research fields of China's retail marketing. Conduct in-depth discussions on the status quo； field interviews and internal information found in the retail supermarket database,analyze the key and difficult issues that may occur in the retail marketing strategy management of the SG supermarket from the aspects of product prices,personnel,and channels；from The macro environment and micro environment of the company point out some advantages, disadvantages,and potential opportunities and challenges in marketing,and scientifically analyzes the segmentation of the market to determine its consumer groups；from Products, prices,promotions,channels,services,etc. set up effective and immediate retail marketing management strategies tailored to the company. The innovation of this article is that in the study of the marketing strategy of SG supermarkets,the impact of the Internet and big data on the operation of traditional supermarkets is analyzed,which not only has guiding significance for small and medium-sized supermarket chains such as SG supermarkets that have developed locally It is also expected to provide reference and reference in improving marketing strategies inAbstract III other industries. Key words： Marketing Supermarket chains Physical supermarket Marketing strateg目 录 IV 目 录 摘要....................................................................................................................................I Abstract..............................................................................................................................II 第 1 章 绪 论....................................................................................................................1 1.1 课题研究背景及研究意义.....................................................................................1 1.2 国内外研究现状.....................................................................................................2 1.3 研究内容与研究方法.............................................................................................6 第 2 章 超市市场营销相关理论概述................................................................................8 2.1 网络营销理论...........................................................................................................8 2.2 STP 理论...................................................................................................................8 2.3 4PS 理论...................................................................................................................9 第 3 章 SG 超市营销现状及问题分析.............................................................................10 3.1 SG 超市营销现状....................................................................................................10 3.2 SG 超市营销问题分析..........................................................................................12 第 4 章 SG 超市营销环境分析.........................................................................................15 4.1 SG 超市营销宏观环境分析.....................................................................................15 4.2 SG 超市营销微观环境分析..................................................................................18 4.3 SG 超市营销的 SWOT 分析....................................................................................19 4.4 SG 超市的 STP 营销分析......................................................................................23 第 5 章 SG 超市营销策略的实施.....................................................................................27 5.1 产品策略...............................................................................................................27 5.2 价格策略................................................................................................................28 5.3 促销策略................................................................................................................28 5.4 渠道策略................................................................................................................30 5.5 服务策略................................................................................................................31 第 6 章 结 论..................................................................................................................33 6.1 结论.......................................................................................................................33 6.2 展望.......................................................................................................................34 致 谢..................................................................................................................................35。。。。。。以下内容略