I SH连锁超市营销策略研究 工商管理 专业 研究生 魏建 指导教师 曾令秋 摘要：近年来，我国的经济社会发展进入了新时代，零售业的发展也经历了封 闭期、发展期、转型期、拓展期等一系列阶段。连锁超市作为零售业的一大主力军， 也经历了诞生、发展、成熟等阶段。随着互联网技术的发展，新的零售模式让零售 行业呈现出了百花齐放的状态，网络营销对连锁超市造成了较大的影响，加上大型 连锁超市的扩展，让我国中小县城的一些自主中小型连锁超市面临着激烈的竞争 环境。中小型连锁超市如何顺应时代发展，如何根据自身实际情况和优势，改进市 场营销策略，帮助连锁超市在激烈的竞争环境中得以生存和追求更大的利益，是近 年来很多学者和零售业行业正在研究的问题。 本文将SH连锁超市作为研究对象，主要研究SH连锁超市的营销策略。首先 对SH连锁超市的营销策略现状进行了分析，通过深入研究发现SH连锁超市在市 场营销方面存在如下问题：经营成本大、风险高；顾客满意度低，同行业替代性高； 促销方式陈旧，促销产品单一；缺乏营销管理，团队专业水平低。并对SH连锁超 市市场营销策略存在问题的原因进行了分析，发现主要是由于：市场定位不准，产 品结构单一；营销理念守旧，营销渠道单一；服务质量不高，顾客体验不佳。其次 运用SWOT分析法对营销环境进行分析和运用STP理论对SH连锁超市进行战略分 析。然后在4P营销组合理论和4Cs理论结合的基础上，针对产品和需求策略,建 议要配齐基础产品、满足大众需求，要提高产品性价、不断积累顾客，要提供配套 服务、赢得竞争优势，要提供差异产品、满足个性需求；针对价格和成本策略，建 议控制成本降低价格，灵活采用定价方法；针对渠道和便利策略，建议把握好企业 营销渠道降低成本，融合线上和线下渠道提供便利；针对促销和沟通策略，建议更 新促销手段，培养促销人才，做好促销沟通。最后提出加强营销队伍建设、完善营 销激励机制、构建连锁超市文化的保障措施，为改进SH连锁超市营销策略提供保 障。 本文的创新点：一是研究对象的丰富。本论文以SH连锁超市为主体，以SH连 锁超市的营销策略作为研究对象，深入研究了自主中小型连锁超市营销策略的独 四川师范大学硕士学位论文 II 特性，在内容丰富性方面对学术研究具有一定贡献。二是为自主中小型连锁超市生 存提供策略。在面对激烈的竞争环境下，本文能够给予自主中小型连锁超市在改进 营销策略提供一些借鉴和参考。 关键词：SH连锁超市；营销策略；中小型连锁超市；改进 Abstract III Research on the Marketing Strategies of SH Supermarket MBA major Postgraduate: Wei Jian Tutor: Zeng Lingqiu Abstract：In recent years, China's economic and social development has entered a new era the development of retail industry has also experienced a closed period, development period, transition period, expansion period and a series of stages. Supermarket chain as a major force in the retail industry, also experienced the birth, development, maturity and other stages. With the development of Internet, the new retail model lead the retail industry into many kinds of style. The network marketing has had a great impact on the supermarkets, coupled with the expansion of large-scale chain supermarkets, let the independent small and medium-sized supermarket is facing the intense competition environment. In recent years，many scholars and the retail industry is studying how to let small and medium-sized supermarkets adapt to the development of the times, how to let them improve their marketing strategies according to their actual conditions and advantages, and how to let them help supermarkets survive in the fierce competitive environment and pursue greater interests. This paper takes SH supermarket as the research object, mainly studies SH supermarket's marketing strategies. Firstly, study the state of SH supermarket’s marketing and marketing strategies, through in-depth research, it is found that the following problems exist in the marketing of SH supermarket: high operating costs and high risks; low customer satisfaction and high substitution in the same industry; obsolete promotion methods and single promotion products; lack of marketing management, low level of professionalism on the team. This paper analyzes the reasons of the problems in the marketing strategy of SH supermarket, and finds that the main reasons are as follows: positioning is not correct, the product structure is single, the marketing concept is old- fashioned, the marketing channel is single, the service quality is not high, the customer experience is not good. Secondly, study the problems existing in SH supermarket’s marketing strategies and the reasons for the problems are analyzed. Then based on the combination of 4P marketing mix theory and 4Cs theory, make suggestions to improve the marketing strategy of SH supermarket in terms of product and demand strategy, price 四川师范大学硕士学位论文 IV and cost strategy, channel and convenience strategy, promotion and communication strategy. Finally, the author puts forward some measures to improve the marketing strategy of SH supermarket: strengthening the construction of marketing team, perfecting the marketing incentive mechanism and constructing the culture of SH supermarket. This article’s innovation points: Firstly, the richness of the subject. This paper takes the SH supermarket as the main body and the SH supermarket as the research object, in- depth study of the unique marketing strategy of Independent Small and Medium-sized supermarket, in the content of the richness of academic research has a certain contribution. Secondly, to provide strategies for Independent Small and Medium-sized supermarket. At the same time for Independent Small and Medium-sized supermarket, in the face of fierce competition environment, timely improvement of marketing strategy to provide some reference. Key Words：SH Supermarket, Marketing Strategy, Small and Medium-sized Supermarket, Improve 目次 V 目 次 摘要： ............................................................... I Abstract：. ........................................................ III 插图和附表索引 .................................................... VIII 1 绪论 ............................................................... 1 1.1 研究背景、目的和意义 ........................................... 1 1.1.1 研究背景 ................................................... 2 1.1.2 研究目的 ................................................... 3 1.2.3 研究意义 ................................................... 3 1.2 国内外研究现状 ................................................. 4 1.2.1市场营销策略研究现状 ........................................ 5 1.2.2连锁超市及营销策略研究现状 .................................. 6 1.2.3 国内外研究现状述评 ......................................... 9 1.3 研究内容与方法 ................................................. 9 1.3.1 研究内容 ................................................... 9 1.3.2 研究方法 ................................................... 9 1.4 研究框架 ...................................................... 10 1.5 创新与不足 .................................................... 11 1.5.1 本文的创新 ................................................ 11 1.5.2 本文的不足 ................................................ 11 2 相关概念与理论基础 ................................................ 13 2.1 相关概念 ...................................................... 13 2.1.1 连锁超市 .................................................. 13 2.1.2 市场营销 .................................................. 13 2.1.3 营销策略 .................................................. 14 2.1.4小结 ....................................................... 14 2.2 市场营销策略相关理论 .......................................... 14 2.2.1 STP理论 ................................................... 14 2.2.2 4P营销组合理论 ............................................ 15 2.2.3 4Cs整合营销理论 ........................................... 15 2.2.4 小结 ...................................................... 16 3 SH连锁超市的营销策略现状 ......................................... 17 3.1 SH连锁超市简介 ................................................ 17 3.1.1 业绩情况 .................................................. 17 3.1.2 人力资源 .................................................. 19 3.1.3 组织架构 .................................................. 20 3.2 SH连锁超市营销策略现状分析 ...........