I 摘要 20世纪90年代，连锁超市这一现代化的零售经营形式进入了中国内地市场，随 后得到进一步普及和发展，成为国内零售业的主力业态。2001年，中国正式加入WTO， 自此拉开了大型外资连锁超市入驻城市的序幕，极大地挤压了中国本土连锁超市的生 存空间。同时，随着电子交易方式的出现和电子商务的发展，网上超市开始兴起，并 跻身零售业主流经营模式，传统本土连锁超市的市场份额受到很大冲击。与外资零售 业巨头相比，传统的地方连锁超市存在着营销观念滞后、目标市场不够明确、没有自 己的独立品牌、供应商与超市存在固有矛盾等问题。面对日新月异的行业变化和来势 汹汹的竞争对手，地方连锁超市及时调整营销策略已成为当务之急。 本文以山东省东营市银座超市为研究对象（以下简称为DYYZ），通过问卷调查 法收集数据，并结合理论知识，分析超市营销概况，指出了DYYZ在产品结构、定 价策略、分销渠道、促销活动等方面存在的问题。接着分析DYYZ超市的宏观环境、 行业环境、目前具有的优势和劣势以及面临的机会和挑战，并根据上述分析进行市场 细分、目标市场选择和市场定位，从产品策略、价格策略、分销策略、促销策略和服 务策略等方面提出可行性方案建议。最后以DYYZ东城店作为试点开启为期一年的 试运营，以该门店运营结果为参考依据对方案进行了简单高效地评估。 本研究对DYYZ连锁超市的健康快速发展具有现实意义，也可以给其它本土连 锁超市的发展提供一定的经验借鉴和参考思路。 关键词：连锁超市；营销策略；4Ps组合理论 山东理工大学硕士学位论文Abstract II Abstract Inthe1990s,thechainsupermarket,amodernformofretailbusiness,enteredthe mainlandmarketofChina,andthenitwasfurtherpopularizedanddeveloped,becoming themainbusinessformofdomesticretailindustry.In2001,Chinaformallyjoinedthe WTO.Sincethen,ithasopenedthepreludeforlarge-scaleforeignsupermarketchainsto settleincities,whichhasgreatlysqueezedthelivingspaceofChineselocalsupermarket chains.Atthesametime,withtheemergenceanddevelopmentofe-commerce,theonline supermarketbegantoriseandbecomethemainstreamretailmode.Themarketshareof localtraditionalchainsupermarketswasgreatlyimpactedparedwithforeignretail giants,thetraditionallocalchainsupermarketshavesomeproblems,suchasthelagof marketingconcept,thelackofcleartargetmarket,thelackofindependentbrand,the inherentcontradictionbetweensuppliersandsupermarkets,etc.Inthefaceoftherapid changesintheindustryandfiercecompetitors,localsupermarketchainstimelyadjustment ofmarketingstrategyhasbecomeanurgentmatter. ThispapertakesYinzuosupermarketinDongyingCity,ShandongProvinceasthe researchobject(hereinafterreferredtoasDYYZ).Itanalyzesthecurrentsituation marketingofthissupermarketbymeansofquestionnaireanddataprocessing,andpoints outtheproblemsofDYYZinmarketpositioning,servicequality,promotionalactivities, etc.Thenitanalyzesthemacroenvironment,industryenvironment,advantagesand disadvantages,opportunitiesandchallengesofDYYZsupermarket.Accordingtothe aboveanalysis,thepaperputsforwardfeasibleproposalsfromfivedifferentperspectives. Finally,DYYZDongchengstoreisusedasthepilottostartthetrialoperationforfourone year,andthespecificoperationresultsareusedtoevaluatetheschemesimplyand efficiently. ThisstudyhaspracticalsignificanceforthehealthyandrapiddevelopmentofDYYZ chainsupermarket,andalsocanprovidesomeexperienceandreferenceideasforthe developmentofotherlocalchainsupermarkets. Keywords:supermarket;marketingstrategy；4Pstheory 山东理工大学硕士学位论文目录 III 目录 摘要........................................................................................................................................I Abstract................................................................................................................................II 目录.....................................................................................................................................III 第一章绪论............................................................................................................................1 1.1研究背景与意义..........................................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究意义.............................................................................................................2 1.2国内外研究现状..........................................................................................................3 1.2.1国外研究现状.....................................................................................................3 1.2.2国内研究现状.....................................................................................................4 1.2.3文献简评.............................................................................................................6 1.3研究框架与思路..........................................................................................................6 1.3.1研究内容.............................................................................................................6 1.3.2研究方法.............................................................................................................7 1.3.3技术路线.............................................................................................................7 1.4创新点..........................................................................................................................8 第二章相关概念与理论........................................................................................................9 2.1连锁经营定义、特点及分类.......................................................................................9 2.1.1连锁经营的定义.................................................................................................9 2.1.2连锁经营的特点.................................................................................................9 2.1.3连锁经营的分类...............................................................................................10 2.2连锁超市的主要战略理论........................................................................................11 2.2.1连锁超市市场竞争战略...................................................................................11 2.2.2连锁超市市场定位战略...................................................................................11 2.2.3连锁超市市场扩张战略...................................................................................11 2.3其他相关营销策略理论............................................................................................12 2.3.1STP理论............................................................................................................12 2.3.24Ps组合理论.....................................................................................................13 2.3.3自有品牌理论....................................................................................................14 第三章DYYZ超市现状及营销策略问题分析................................................................16 3.1DYYZ超市概况........................................................................................................16 3.2DYYZ超市组织结构................................................................................................18 3.3DYYZ超市营销策略现状及问题分析....................................................................19 3.3.1DYYZ超市营销策略现状...............................................................................19 3.3.2问题分析............................................................................................................19 山东理工大学硕士学位论文目录 IV 第四章DYYZ超市营销环境分析....................................................................................23 4.1宏观环境分析............................................................................................................23 4.1.1政策环境............................................................................................................23 4.1.2经济环境............................................................................................................23 4.1.3社会文化环境...........................