摘要
摘 要
随着互联网在大众人民生活中的逐步深入，综合性零售超市的营销模式也
在逐渐发生变化，网络营销逐步成为传统综合性零售超市主要营销方式之一。
新的营销模式虽然顺应了互联网的潮流，但作为新兴事物，在传统线下营销向
网络线上营销转变的过程中，由于实践经验的缺乏，在一定方面制约了综合性
零售超市从传统营销向网络营销的快速转变。
JC公司作为当前山西省交城县的综合性零售超市之一，从该公司成立之初
发展到现今，JC公司不但在经济层面上获得了良好的效益，而且在交城本地还
获得了较好的市场声望。但在互联网时代，仅仅依靠传统线下营销，如挨家挨
户发传单、搭宣传条幅等手段难以应对目前激烈的市场竞争。因此，研究 JC公
司从传统营销向网络营销转变过程中出现的经营问题将具有重要的现实意义。
本文以 JC公司为研究对象，首先对研究背景及意义进行阐述，并介绍研究
思路与方法，提出研究技术路线。针对 JC公司内外部环境和问题，运用 SWOT
分析工具进行优势、劣势、机会、威胁四方面进行分析，列出分析矩阵。随后
基于 4I理论对该公司进行问题分析，针对问题提出趣味性、利益性、互动性、
个性化四个方面的网络营销策略，最后提出结论与展望。本文在网络营销的快
速发展阶段对 JC公司的网络营销做探究，不仅可以为 JC公司未来的营销策略
提供一定建议，推动 JC公司继续发展，增加其在交城县以及周边地区的市场占
有率，同时也为其他同类综合性零售超市提供一些可借鉴的经验。
关键词：互联网；零售超市；4I理论；网络营销；营销策略
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Abstract
Abstract
The marketing mode of comprehensive retail supermarkets is gradually changing
with the development of the Internet. Online marketing has gradually become one of
the main marketing methods of traditional comprehensive retail supermarkets.
Although the new marketing model follows the trend of the Internet, in the process of
changing from traditional offline marketing to online marketing, the lack of practical
experience restricts the rapid transformation of comprehensive retail supermarkets
from traditional marketing to online marketing in certain aspects.
As one of the current comprehensive retail supermarkets in Jiaocheng County,
Shanxi Province, JC Company has not only gained good benefits at the economic
level, but also gained a good market reputation in Jiaocheng. However, in the Internet
era, it is difficult to cope with the current fierce market competition by relying solely
on traditional offline marketing, such as door-to-door distribution of leaflets and
banners. Therefore, it is of great practical significance to study the business problems
of JC Company in the process of changing from traditional marketing to online
marketing..
Taking JC company as the research object, this paper first expounds the research
background and significance, introduces the research ideas and methods, and puts
forward the research technical route. Analyze the internal and external environment
and problems of JC company, use SWOT analysis tool to analyze strengths,
weaknesses, opportunities and threats, and list the analysis matrix. Then, based on the
4I theory, this paper analyzes the problems of the company, puts forward the network
marketing strategies in four aspects: interest, interest, interaction and personalization,
and finally conclusions and prospects are put forward.This paper explores JC's online
marketing at the rapid development stage of online marketing, which can not only
provide some suggestions for JC's future marketing strategy, promote JC's continued
development and increase its market share in Jiaocheng County and the surrounding
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Abstract
areas, but also provide some experience for other similar integrated retail
supermarkets to learn from.
Key Words: Internet; retail supermarket; 4I theory; Online Marketing;
Marketing Strategy
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