近年来，随着互联网的快速发展，中国已经进入“互联网”时代。在衣食住行方 方面面，人们都享受着互联网带来的便利。与此同时，互联网行业正不同程度地冲击 着传统行业，其中受打击最严重的莫过于传统零售行业。连锁超市如何能够顺应时代 的发展，将“线上”和“线下”融合，打造适合自己的电子商务模式，实现转型升级， 是近几年业界正在探讨的问题。 HY连锁超市作为安徽HY集团旗下的连锁超市企业，组建于2000年8月，现有连锁 超市49家，主要分布在蚌埠市及周边县、乡村，多年的经营为其积累了良好的群众基 础。然而，面对当前实体超市业态不景气的情况，HY超市也出现了销售收入、利润 下滑的情况。HY超市要紧跟市场需求变化，根据自身的实际情况及时调整、实施恰 当的市场营销策略，保持竞争优势。 本文以 HY 连锁超市作为研究对象，运用战略管理以及市场营销等相关理论， 通过对 HY 超市的业绩情况、营销环境、营销存在的问题等进行分析，基于 4C 理 论为 HY 超市制定切实可行的营销战略和实施保障。首先，本文阐述了国内外相关 文献的研究现状及连锁超市经营、市场营销及战略管理的相关理论，为研究奠定了 理论基础；其次，对 HY 超市的发展历史和业绩现状做了介绍，通过 PEST 分析工 具探讨了 HY 超市目前所处宏观环境进行了分析，又采用 SWOT 分析方法，从竞 争优势与劣势分析了企业内部条件，外部机会与威胁分析了企业外部竞争环境；接 着在上述环境分析的基础上根据调研问卷分析了 HY 超市的营销存在的问题；再次， 通过 STP 理论分析，对 HY 超市所面对的市场进行细分，选择目标市场后进行了市 场定位，认为当前最适合 HY 超市的是差异化营销战略。基于此营销战略，提出了 适合 HY 连锁超市的 4C 营销组合策略，从顾客(Customer)、成本(Cost)、便利 (Convenience)、沟通(Communication)这四个方面对营销策略进行了阐述。最后， 根据制定的营销策略，分别从营销队伍建设、企业文化建设、企业信息系统建设等 三个方面提出策略实施的具体保障措施。 本文的研究对于 HY 超市进一步取得并巩固本土超市龙头地位，调整、实施营 销策略、増加盈利能力具有指导意义，为国内区域性大中型超市的发展提供参考和 借鉴。 关键词：互联网；HY 超市；营销策略互联网环境下 HY 超市营销策略研究 I ABSTRACT With the rapid development of the Internet, China has entered the Internet age in recent years. People enjoy the convenience of Internet in all aspects of of daily life. At the same time, the Internet industry is impacting traditional industries in varying degrees, in which the most severely hit is the traditional retail industry. Among the traditional retail businesses, chain supermarkets are the worst hit. How to conform to the development of the times, merge online and offline to create their owne-commerce model, and achieve transformation and upgrading of chain supermarkets, is an urgent issue to be discussed for the industry in recent years. HY chain supermarket is a chain supermarket enterprise of Anhui HY Group. It was founded in August 2000. There are 164 supermarket chains, which are mainly distributed in Bengbu city and surrounding counties and villages. Many years of operation has laid a good foundation for HY chain supermarket. However, in the current slump of the physical supermarket business, HY supermarket also appeared sales revenue and profit decline. HY supermarket should keep up with the changes of market demand, timely adjust and implement appropriate marketing strategies to maintain the existing advantages. Through the analysis of HY supermarket's performance, marketing status and reasons, marketing environment and so on, this study taked HY supermarket chain as the research object to formulate feasible marketing strategy and implement guarantee based on the theories of strategic management and marketing. Firstly, this paper expounded the research status of relevant literature at home and abroad and the related theories of chain supermarket operation, marketing and strategic management, which lays a theoretical foundation for the study; Secondly, this paper introduced the history and achievement of HY supermarket, analyzed the marketing situation and problems of HY supermarket, and probed into the macro-environment and industry competition environment of HY supermarket through analysis tools such as PEST, Porter's five-force model and so no. Thirdly, on the basis of the above environmental analysis, this study used SWOT analysis method to analyze the internal conditions through the competitive advantages and disadvantages, and the external competitive environment of enterprises from external opportunities and threats. Then,this research considered that the most suitable marketing strategy for HY supermarket was differentiation marketing strategy after the analysis ofABSTRACT II STP theory, subdividing the market faced by HY supermarket and selecting target market and positioning the market. Based on this marketing strategy, this paper puted forward 4C marketing mix strategy for HY supermarket chain, and expounded the marketing strategy from four aspects: customer, cost, convenience and communication. Finally, according to the formulation of the marketing strate, the specific safeguard measures for the implementation of the strategy are put forward from three aspects: the construction of marketing team, the construction of enterprise culture and the construction of enterprise information system. This study has a guiding significance for HY supermarket to adjust and implement marketing strategies, increase profitability, obtain and consolidate the leading position of local supermarkets furtherly, and provide reference for the development of domestic regional large and medium-sized supermarkets. KEYWORDS: Internet; HY supermarket; marketing strategy互联网环境下 HY 超市营销策略研究 1 目 录 第一章 绪 论.........................................................................................1 第一节 研究背景与选题意义.............................................................................1 一、研究背景..................................................................................................1 二、选题意义..................................................................................................3 第二节 研究内容和思路.....................................................................................3 一、研究内容 ..............................................................................................3 二、研究思路 ..............................................................................................4 第三节 研究方法.................................................................................................5 一、文献研究法..............................................................................................5 二、比较研究法..............................................................................................5 三、工具分析法..............................................................................................5 四、调查问卷法..............................................................................................5 第四节 文献综述.................................................................................................5 一、传统连锁超市营销策略的研究..............................................................5 二、互联网时代传统零售企业商业模式创新的研究..................................6 第二章 相关理论.....................................................................................8 第一节 连锁经营理论...........................................................................................8 一、连锁经营..................................................................................................8 二、连锁超市..................................................................................................8 三、国内外连锁超市的发展及现状..............................................................9 第二节 市场营销相关理论...............................................................................11 一、STP 战略营销理论................................................................................11 二、4Cs 整合营销理论.................................................................................11 第三节 “互联网+”与新零售的相关理论.........................................................12 一、“互联网+”.......