随着国内批发零售业的快速发展,市场竞争也越来越激烈,零售企业对于目标市场

的选择也越来越细致化,具有高消费水平能力的独立学院校园商圈正受到越来越多零售

企业的青睐。同时伴随我国居民收入水平的不断提高,对健康食品水果的需求也是不断

增加,消费模式和需求的个性化,催生了当前热门的水果超市零售业销售模式。然而,

现阶段水果超市面临着陷入了成本、价格以及核心竞争等问题,步履蹒跚。如何提高独

立学院水果超市的销售业绩,制约性因素有哪些,独立学院水果超市的营销策略应该如

何选择等问题都是当前困扰水果超市经营者的重要问题。因此,对独立学院水果超市营

销策略的研究,一方面有利于进一步推动我国水果超市零售行业的稳步发展,另一方面

也有助于增强消费者的健康消费意识。

本文通过对HS独立学院水果超市实际概况以及市场营销现状分析的基础上,整体

考虑消费者需求、企业自身资源、市场竞争环境等各方因素,利用STP营销理论在市场

细分、目标市场、市场定位上建立新的战略内容,并且运用营销组合策略作出新的营销

策略选择,并结合调研数据对影响HS独立学院水果超市市场营销的主要因素进行实证

分析,据此提出HS独立学院水果超市营销策略具体实施的对策和建议,不仅要从产品

组合、促销方式、拓展营销方式等基本营销方面进行,还要从提升员工素质,努力树立

健康品牌形象等软实力方面进行,从而为我国独立学院水果超市的健康稳定发展做出进

一步规划。

关键词:独立学院;水果超市;营销策略

Abstract

With the rapid development of domestic wholesale and retail, Market competition is

becoming more and more fierce, retail enterprise for their choice of target market is becoming

more and more detailed, Independent college campus which has high level ability of is

favored by more and more retail enterprises. At the same time,the continuous improvement of

residents' income level in our country, the demand for health food and fruit is also

increasing. What's more, consumption patterns and the demand for personalized, gave birth to

the current popular fruit supermarket retail sales model. However, at present, fruit

supermarket faces in the problem is such as cost,price and core competition, reeling. How to

improve the fruit supermarket sales in independent college, what's the restrictive factors,how

to choose the college fruit supermarket marketing strategy is important to the fruit

supermarket operator. Therefore, on the one hand, the research of the independent college

fruit supermarket marketing strategy conducive the further promotion of the steady

development for the fruit supermarket retail industry in our country, on the other hand ,it also

helps to strengthen the consciousness of health consumption to consumer.

This article which from fruit supermarket in the HS independent college is based on the

analysis of the actual situation and marketing status,overall consideration of consumer

demand, the enterprise itself all factors such as resources, market competition environment,

the use of the STP marketing theory on market segmentation, target market, market

positioning to establish new strategic content, a new marketing strategy choice and use of

marketing mix strategy, combined with the survey data to influence the HS main factors of the

independent college fruit supermarket marketing are the empirical analysis, this paper HS

independent college fruit supermarket specific countermeasures and Suggestions on the

implementation of marketing strategy, not only from the product portfolio, promotions,

expand marketing methods,such as basic marketing, from to improve staff quality, efforts to

develop health brand image and soft power, thus to our country for the healthy and stable

development of the independent college fruit supermarket make further planning.

Key words: independent college; fruit supermarket; the marketing strategy