随着社会的发展和科学技术的进步与创新，居民生活方式有了新的变化， 同时与之相适应的零售业的形式也在不断变化。二十世纪初期各大电商的出现 改变了居民的消费方式，随之而来的微商的发展使消费者有了更加多元的购物 渠道。线上零售业的发展给线下零售业带来了一定的冲击，但同时也给线下零 售提供了新的营销思路。对于新型农村社区而言，受主力消费人群的年龄结构 年轻化、经济水平提高、消费观念更新等多方面因素的影响，市场对社区超市 的需求仍然有大量的提升空间。千百惠农村社区超市结合农村居民消费者的特 征，有针对性地向其提供多种质优价廉、品类多样的生活必需品，同时也向消 费者提供了优质的购物服务。 本文通过对千百惠农村社区超市的市场营销情况分析，发现千百惠社区超 市在经营过程中存在的问题以及提升的空间。首先，通过对千百惠农村社区超 市的基本情况与经营现状的分析，以4P营销理论为基础，指出该超市在经营过 程中在存在的一些问题。而后，结合波特五力模型对所处的行业环境理论对千 百惠农村社区超市宏观环境进行简要分析。接下来，利用STP理论对千百惠农 村社区超市具体市场细分进行分析，并从对目标市场的分析中找到了千百惠农 村社区超市的基本定位。最后，使用SWOT分析法分析千百惠社区超市自身的 优势与劣势和外部面临的机遇与挑战。结论是在以上分析的基础上，对千百惠 农村社区超市的营销策略做出评价并提出建议。 本论文的研究结果表明，农村社区超市通过进行精准市场定位的经营策略， 在线上零售发展前景大好的当下，同样可以找到立足与发展的根本。千百惠农 村社区超市的做法对于此类农村社区超市的发展具有一定的借鉴意义。 关键词：营销策略；零售业；农村社区超市 II Abstract With the development of the society and the innovation of science and technology, residents' lifestyles have also undergone new changes. As the result, the form of the retail industry is also constantly changing. The emergence of e-commerce companies in the early twentieth century has also changed the way the residents consume, what’s more, the development of Wechat business(微商) also provided consumers with a more diverse shopping platform. The development of the online retail industry has brought a certain impact to the offline retail industry, while at the same time, it also provides new marketing ideas for offline retail stores. However, for the rural communities, there is still a lot of room for the development of rural community supermarkets, because the consumers ’age and lifestyle habits has dramatically changed. Qianbaihui Rural Community Supermarket(千百惠超市) analyzed the characteristics of rural residents in order to provide them with better shopping experience. Through the analysis of the marketing situation of qianbaihui rural community supermarket, this paper finds out the problems in the operation of qianbaihui community supermarket and the space for improvement. First of all, through the analysis of the basic situation of Qianbaihui rural community supermarkets, based on the 4P marketing theory, I analyzed some problems in the operation process. Then, through the brief analysis of the macro background of Qianbaihui rural community supermarkets, the Porter's five-force model is used in the analyzing process. Then I use the STP theory to analyze the specific market segmentation of Qianbaihui rural community supermarkets and the targeting consumers to find the basic strategy for Qianbaihui rural community supermarkets. Furthermore, the SWOT analysis method has been used to analyze the internal advantages and disadvantages of Qianbaihui community supermarket and the external opportunities and challenges. Through the above analysis, I made a summary and promotion suggestions on the marketing strategy of Qianbaihui rural community supermarkets. The research results of this paper show that through the operation strategy of III precise market positioning, the rural community supermarket can also find the basis for its foothold and development. The practice of qianbaihui rural community supermarket has certain reference significance for the development of this kind of rural community supermarket. Key words: marketing strategies;retail stores; rural community supermarkets IV 目 录 第一章 绪论 ............................................................................................................... 1 1.1 选题背景 ....................................................................................................... 1 1.2 选题目的及意义 ........................................................................................... 1 1.2.1 研究目的 ............................................................................................. 1 1.2.2 研究意义 ............................................................................................. 2 1.3 研究思路及研究方法 ................................................................................... 2 1.3.1 研究思路 ............................................................................................. 2 1.3.2 研究方法 ............................................................................................. 4 第二章 相关理论概述 ............................................................................................... 5 2.1 零售业发展概述 ........................................................................................... 5 2.1.1 零售业 ................................................................................................. 5 2.1.2 超市 ..................................................................................................... 6 2.2 营销策略相关理论概述 ............................................................................... 8 2.2.1 STP理论概述 ..................................................................................... 8 2.2.2 4Ps营销理论概述 .............................................................................. 9 2.3 国内研究概述 ............................................................................................. 10 第三章 千百惠农村社区超市营销现状分析 ......................................................... 12 3.1 千百惠农村社区超市简介 ......................................................................... 12 3.2 千百惠农村社区超市发展历程及营销现状 ............................................. 13 3.3 千百惠农村社区超市在市场营销中的问题 ............................................. 15 3.3.1 产品及服务策略问题 ....................................................................... 15 3.3.2 价格策略问题 ................................................................................... 15 3.3.3 渠道策略问题 ................................................................................... 16 3.3.4 促销策略问题 ................................................................................... 16 第四章 千百惠农村社区超市营销环境分析 ......................................................... 17 4.1 千百惠农村社区超市宏观环境分析 ......................................................... 17 4.1.1 经济环境分析 ................................................................................... 17 V 4.1.2 政策法律环境分析 ........................................................................... 18 4.1.3 技术环境分析 ................................................................................... 19 4.1.4 人文环境分析 ................................................................................... 20 4.2 千百惠农村社区超市微观环境分析 ......................................................... 20 4.2.1 千百惠农村社区超市竞争环境分析 ............................................... 20 4.2.2 千百惠农村社区超市供应商情况分析 ........................................... 22 4.2.3 千百惠农村社区超市消费者情况分析 ........................................... 23 第五章 千百惠农村社区超市SWOT分析 ............................................................ 26 5.1 千百惠农村社区超市内部优势分析 ......................................................... 26 5.2 千百惠农村社区超市内部劣势分析 ......................................................... 27 5.3 千百惠农村社区超市外部机会分析 ......................................................... 27 5.4 千百惠农村市区超市外部威胁 ...............................................