I 摘要 随着中国整体经济水平不断发展及城镇化率的继续提高，区域零售企业也在 各地迅猛发展，为地方经济发展做出了突出贡献。但由于大城市竞争份额逐渐饱 和，近年来许多大型零售巨头企业纷纷从一、二线城市(如北京、上海等)转战三、 四线城市，改变了当地区域零售企业的市场环境，带来了新的挑战。因此，企业 如何适应新的竞争环境，制定适合的营销模式具有重要意义。 本文选择邯郸本地零售龙头企业美食林集团旗下连锁超市作为研究对象，分 别从4p理论、营销模式类型、零售业态等方面进行分析，最终得出美食林特有 营销模式为：“产品丰富，积极开发自有产品，价格适中，促销方式注重“创新” 二字，渠道多采用人工、制度管理的方式；营销模式以直销、连锁、为主，关系 营销、体验营销是一大特色；零售业态主要是便利店超市、大型超市，新增了线 上网络商店”。 在此基础上，通过分析美食林外部所处现代化营销环境、竞争对手、目标市 场等，得出现有营销模式的机遇与不足，为美食林营销模式的调整优化提供依据， 最后提出了针对性的建议及保障措施。该模式的提出对美食林连锁超市未来经营 有一定的指导意义，对其他区域龙头超市营销模式发展也具有参考价值。 关键词：营销模式；零售业态；美食林连锁超市 Abstract II Abstract WiththecontinuousdevelopmentofChina'soveralleconomiclevelandthe continuousimprovementofurbanizationrate,regionalretailenterprisesarealso developingrapidlyinvariousregions,makingoutstandingcontributionstolocal economicdevelopment.However,asthecompetitiveshareofbigcitiesisgradually saturated,inrecentyears,manylargeretailgiantshavetransferredfromthefirstand secondtiercities(suchasBeijing,Shanghai,etc.)tothethirdandfourthtiercities, whichhaschangedthemarketenvironmentoflocalregionalretailenterprisesand broughtnewchallenges.Therefore,howtoadapttothenewcompetitiveenvironment, formulateappropriatemarketingmodelisofgreatsignificanc. Inthispaper,handanlocalretailenterprisestomeishilinsupermarketchain groupastheresearchobject,from4ptheory,marketingmodeltype,andsooncarries ontheanalysisofretailingforms,eventuallygetfoodperhavemarketingmodelas: "richproducts,activelydeveloptheirownproducts,pricemoderate,promotionsfocus on"innovation"2words,channelmorewiththemethodofartificial,system management;Marketingmodeltodirectsales,chain,mainly,relationshipmarketing, experiencemarketingisamajorfeature;Retailformatsaremainlyconveniencestores andsupermarkets,andnewonlinestoreshavebeenadded. Onthisbasis,throughtheanalysisofthemodernmarketingenvironment, competitors,targetmarketandsoon,theproblemsandshortcomingsoftheexisting marketingmodearefound,whichprovidesthebasisfortheadjustmentand optimizationofthemarketingmodeofthefoodforest.Finally,thetargeted suggestionsandsafeguardmeasuresareputforward.Thismodelhascertainguiding significanceforthefutureoperationoffoodforestchainsupermarket,andalsohas referencevalueforthedevelopmentofotherregionalleadingsupermarketmarketing model. Keywords:dampingmarketingmode;retailformat;eishilinsupermarketchain 目录 I 目录 摘要································································································I Abstract····························································································II 第1章绪论..................................................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究意义................................................................................................2 1.2研究现状..........................................................................................................2 1.2.1营销模式................................................................................................2 1.2.2零售业态................................................................................................4 1.3研究内容..........................................................................................................5 1.4研究方法和研究框架示意图..........................................................................5 1.4.1研究方法................................................................................................5 1.4.2研究框架示意图....................................................................................5 第2章理论综述..........................................................................................................7 2.1营销的概念......................................................................................................7 2.2营销模式..........................................................................................................7 2.2.1营销组合——4P理论...........................................................................7 2.2.2营销模式类别........................................................................................7 2.3零售业态分类..................................................................................................8 第3章美食林连锁超市营销模式分析......................................................................9 3.1美食林集团概况..............................................................................................9 3.1.1美食林集团发展历程...................................................................................9 3.1.2美食林超市规模....................................................................................9 3.2美食林超市4P分析......................................................................................10 3.2.1产品分析..............................................................................................10 3.2.2价格分析..............................................................................................12 3.2.3促销分析..............................................................................................12 3.2.4渠道分析..............................................................................................14 3.2.5总结......................................................................................................14 河北工程大学硕士学位论文 II 3.3营销模式类别................................................................................................15 3.3.1连锁......................................................................................................15 3.3.2关系营销..............................................................................................15 3.3.3直销......................................................................................................16 3.3.4体验营销..............................................................................................16 3.3.5文化营销..............................................................................................17 3.3.6网络营销..............................................................................................18 3.3.7总结......................................................................................................18 3.4零售业态分析................................................................................................18 3.5美食林营销模式总结....................................................................................20 第4章机遇与不足....................................................................................................21 4.1外部环境分析................................................................................................21 4.1.1宏观分析..............................................................................................21 4.1.2技术普及..............................................................................................21 4.2竞争对手分析................................................................................................22 4.2.1山姆大哥“沃尔玛”...................................