摘要
摘要
当前，由于互联网的迅速发展，导致实体超市的市场地位受到巨大冲击，特
别是大型连锁超市之间以及与互联网线上超市的竞争日益激烈。大型连锁超市若
在激烈的市场竞争中获得优势、实现发展，与其制定适合自身的营销策略有着密
切关系。河南XY超市从创立至今，已经迅速占领市场，成为信阳市当地商贸龙
头企业。但是由于区域零售业的竞争日趋白热化，河南XY超市必须将现有的营
销策略予以改进，从而实现长远健康的发展。本文对河南XY超市进行基本介绍
的同时，系统地阐述了当前国内外理论研究的现状，运用PEST、SWOT等分析方
法对河南XY超市进行营销环境分析，结合7PS理论制定出适合超市发展的营销
策略，为试图解决现有问题的超市经营者提供有效的参考路径。
具体而言，本文首先对研究背景、理论与实践意义，研究方法与创新点进行
了系统的介绍，确定了全文的主题和方向。再对国内与国外文献展开梳理，将其
划分为基础理论研究、连锁超市营销问题研究和连锁超市营销策略研究三个部分，
阐述并总结了国内外关于“连锁超市”、“营销策略”的一系列理论成果。相关理
论主要集中在对产品定价、目标顾客等方面的研究；营销问题主要在于由于互联
网和电子商务的快速发展，给以实体经济为主的传统零售行业带来前所未有的巨
大挑战，另外由于产品同质化严重、服务营销滞后等原因，导致零售行业内部同
行业的竞争也日趋激烈；营销策略研究成果主要包括连锁超市要创立创新自有品
牌商品，形成品牌优势，而且还要顺应时代潮流，提高线上营销活动意识，服务
营销以消费者为中心。在完成文献综述部分后，通过设计问卷调查的方式查找河
南XY超市所存在的问题，随机展开正式问卷调查和实地访谈。回收有效问卷共
计585份，在得到数据后，通过对回收到的问卷数据进行统计分析，得出了XY
超市存在产品同质化、价格优势不明显、服务营销滞后、营销渠道单一、缺乏促
销手段的问题。针对XY超市所存在的问题，利用PEST、SWOT、波特五力三种营
销分析方法对上述问题进行系统的分析，为接下来提出具体对应的策略提供理论
依据。
在经过对超市出现问题的分析之后，随即结合7PS理论提出相应的解决问题
策略：产品方面，创新自有品牌商品，扩大品牌优势和知名度，优化产品结构等；
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摘要
价格方面，分别针对普通商品、促销商品和会员商品合理定价；渠道方面应推进
线上营销、优化供应链等；促销方面，简化促销方式，变革会员卡制度；服务营
销方面，提出提高整体服务质量、丰富会员服务项目等观点。在文章的最后，综
合前面几个章节的分析针对全文进行总结，并结合本文研究不足之处对未来提出
展望。
关键词：河南XY超市；服务营销；营销策略
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Abstract
Abstract
At present,due to the rapid development of the Internet,the market position of
physical supermarkets has been greatly impacted,especially the increasingly fierce
competition between large chain supermarkets and online supermarkets on the
Internet. If the large chain supermarket obtains the advantage and realizes the
development in the fierce market competition,it has a close relationship with its own
marketing strategy. Since its establishment,HENAN XY Supermarket has rapidly
occupied the market and become a leading enterprise in xinyang city. However,due to
the increasingly fierce competition in the regional retail industry,HENAN XY
supermarket must improve its existing marketing strategy to achieve long-term
healthy development. In this paper,a basic introduction of the henan XY supermarket
at the same time,systematically expounds the present situation of the current
theoretical research at home and abroad,using PEST and SWOT analysis method to
analyze marketing environment of henan XY supermarket,7 ps theory to develop a
marketing strategy suitable for the development of the supermarket,supermarket
operator to try to solve the existing problems to provide efficient reference path.
In response to this problem,firstly,the thesis systematically introduces the
research background,theoretical and practical significance,research methods and
innovation points,and determines the theme and direction of the thesis. Then the
domestic and foreign literature is sorted out,which is divided into three parts: relevant
theoretical research,marketing research and marketing strategy research,and a series
of theoretical achievements on "chain supermarket" and "marketing strategy" at home
and abroad are elaborated and summarized. Related theories mainly focus on product
pricing,target customers and other aspects of the research; The marketing problem
mainly lies in the rapid development of the Internet and e-commerce,which has
brought unprecedented great challenges to the traditional retail industry with the real
economy as the mainstay. In addition,due to serious product homogeneity,lagging
service marketing and other reasons,the competition within the retail industry is
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