中国改革开放四十年以来，随着国门进一步打开，国外大型连锁超市纷纷抢占中国 市场，就连三、四线城市也不能幸免。互联网发展和电商的推广，使零售行业的生存环 境更加复杂，市场竞争越发白热化。互联网背景下传统超市如何持续健康发展，是一个 值得研究的课题。 通过对国内外超市的发展和市场营销策略等现状进行分析、总结后发现，互联网发 展为传统超市带来了一系列的机遇和挑战，其中机遇包括有利于超市实现精准营销、重 新整合供应链、合理布局社区商业圈、实现全渠道融合等方面，挑战包括消费群体被分 流、经营模式被改变、市场地位被损害、产品利润被削薄等方面。本文以河南兰考 LM 超市为研究对象，通过分析 LM 超市的发展现状得出，LM 超市在运营过程中存在不够 关注网络营销、不能满足顾客线下体验、服务营销理念淡薄等营销问题。此外，笔者还 结合所学 SWOT 分析工具，对 LM 超市的内部优劣势、外部机会威胁进行全面分析。 最后，为 LM 超市提出网络营销、体验营销、服务营销等方面的一系列营销策略改进措 施。 在 LM 超市营销策略研究过程中，将传统超市的经营优势和互联网带来的便捷结合 起来，不仅对 LM 超市改进营销策略具有指导意义，也期望能为整个零售行业甚至其他 行业的健康发展提供借鉴和参考。 关键词，互联网，传统超市，网络营销，体验营销，服务营销III ABSTRACT Since the reform and opening-up 40 years ago, China has opened its door wider . Overseas large supermarkets chains have emerged in China’s market and even the third and fourth-class cities were included. The development of the Internet and the promotion of the e-commerce have complicated the survival environment for the retail and stimulated the market competition. How the traditional supermarkets continue to develop healthily with the thriving of Internet is a project worth of research. Having analyzed and summarized the development conditions and marketing strategies of the supermarkets from home and abroad, it is found that the development of the Internet has made a series of challenges and opportunities for traditional supermarkets. The opportunities includes the achievements targeted marketing, reintegration of the supply chains, the appropriate layout of the business circle in community and multi-approaches integration and so on .While the challenges consist of the division of customers, changes in performance modes and the decrease of the market status as well as cut in their profits. Besides, it is found that LM supermarket lacked the concerns of network marketing, customers offline experiencing and service awareness. In addition, making use of SWOT, I analyze the internal advantages and disadvantages and the external opportunities and threats in all aspects. Ultimately, marketing strategies for improvement in online, experiencing and service marketing are put forward. Combining the marketing advantages of traditional supermarkets with the convenience brought by Internet plays a guide role in improving the marketing strategies for LM supermarket during the process of researching its marketing strategies.At the same time, I hope that it can be a reference for the entire retails. KEYWORDS: Internet, Traditional Supermarkets, Online Marketing, Experiencing Marketing, Service MarketingV 目 录 摘要...................................................................................................................................I ABSTRACT................................................................................................................... III 1 绪 论..............................................................................................................................1 1.1 研究背景及意义.....................................................................................................1 1.1.1 研究背景..........................................................................................................1 1.1.2 研究意义..........................................................................................................2 1.2 研究内容与框架.....................................................................................................3 1.2.1 研究内容..........................................................................................................3 1.2.2 研究框架..........................................................................................................3 1.3 研究思路与方法.....................................................................................................4 1.3.1 研究思路..........................................................................................................4 1.3.2 研究方法..........................................................................................................5 1.4 本文特色之处.........................................................................................................6 2 文献综述和理论基础....................................................................................................7 2.1 国内外研究综述.....................................................................................................7 2.1.1 超市发展研究方面..........................................................................................7 2.1.2 营销策略研究方面..........................................................................................8 2.1.3 研究综合评述..................................................................................................9 2.2 相关理论基础.........................................................................................................9 2.2.1 网络营销理论................................................................................................10 2.2.2 体验营销理论................................................................................................10 2.2.3 服务营销理论................................................................................................11 3 互联网发展对传统超市的影响..................................................................................13 3.1 互联网发展对传统超市的有利影响....................................................................13VI 3.1.1 有利于建立大数据库并实现精准营销.........................................................13 3.1.2 有利于重新整合供应链体系.........................................................................14 3.1.3 有利于合理布局社区商业生态圈.................................................................15 3.1.4 有利于实现线上线下的全渠道融合.............................................................16 3.2 互联网发展对我国传统超市的冲击....................................................................18 3.2.1 传统超市的消费群体被分流.........................................................................19 3.2.2 传统超市经营模式面临挑战.........................................................................21 3.2.3 传统超市市场地位严重受损.........................................................................22 3.2.4 传统超市进入微利时代.................................................................................25 4 互联网背景下 LM 超市营销问题及 SWOT 分析...................................................29 4.1LM 超市有限公司基本情况.................................................................................29 4.1.1 超市发展现状.................................................................................................29 4.1.2 超市组织结构.................................................................................................30 4.1.3 LM 超市人力资源情况..................................................................................31 4.2LM 超市营销存在的问题.....................................................................................32 4.2.1 网络营销理念淡薄.........................................................................................32 4.2.2 不能满足顾客完美体验.................................................................................33 4.2.3 服务营销意识有待提高.................................................................................34 4.3 互联网背景下 LM 超市 SWOT 分析...................................................................35 4.3.1 超市内部优势方