本文關(guān)鍵詞： 連鎖超市 營(yíng)銷(xiāo)策略 O2O 4P 4C 零庫(kù)存　出處：《南昌大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：中國(guó)加入世貿(mào)組織后,鑒于零售行業(yè)本身進(jìn)入門(mén)檻比較低,國(guó)內(nèi)消費(fèi)需求快速增長(zhǎng),外資零售企業(yè)大量進(jìn)入我國(guó)。與此同時(shí),網(wǎng)絡(luò)經(jīng)濟(jì)在近十年得到了快速成長(zhǎng)和發(fā)展,涌現(xiàn)出了一大批出了以淘寶、京東為代表的網(wǎng)絡(luò)零售企業(yè),越來(lái)越多的人開(kāi)始選擇網(wǎng)絡(luò)購(gòu)物,使得國(guó)內(nèi)的零售行業(yè)競(jìng)爭(zhēng)空前激烈,傳統(tǒng)本土零售業(yè)遭遇巨大挑戰(zhàn)�；诖�,本文主要對(duì)JB連鎖超市營(yíng)銷(xiāo)策略?xún)?yōu)化進(jìn)行研究。文章首先在緒論部分對(duì)本文的研究背景、國(guó)內(nèi)外研究綜述、研究方法及內(nèi)容等進(jìn)行闡述,然后具體對(duì)連鎖零售企業(yè)營(yíng)銷(xiāo)策略相關(guān)的理論進(jìn)行闡述,為本文的研究奠定一定的理論基礎(chǔ),接著具體對(duì)JB連鎖超市的營(yíng)銷(xiāo)環(huán)境、營(yíng)銷(xiāo)現(xiàn)狀、存在的問(wèn)題以及制約因素的進(jìn)行分析,為后文對(duì)JB連鎖超市營(yíng)銷(xiāo)策略的優(yōu)化提供依據(jù),最后提出可以通過(guò)優(yōu)化產(chǎn)品結(jié)構(gòu),對(duì)門(mén)店進(jìn)行重新定位與升級(jí)、渠道優(yōu)化策略、價(jià)格策略?xún)?yōu)化、創(chuàng)新業(yè)態(tài)、開(kāi)發(fā)自有品牌等措施優(yōu)化JB連鎖超市的經(jīng)營(yíng)策略。本文旨在運(yùn)用市場(chǎng)營(yíng)銷(xiāo)、O2O等相關(guān)理論,以當(dāng)前的研究成果和國(guó)內(nèi)外其他連鎖超市的探索為基礎(chǔ),為JB連鎖超市提出切合其實(shí)際的合理可行的營(yíng)銷(xiāo)策略?xún)?yōu)化的方案。
[Abstract]:After China's entry into the WTO, in view of the relatively low entry threshold of the retail industry itself and the rapid growth of domestic consumer demand, foreign retail enterprises have entered China in a large number at the same time. Network economy in the past decade has been rapid growth and development, emerged a large number of Taobao, JingDong as the representative of online retail enterprises, more and more people began to choose online shopping. The domestic retail industry competition is unprecedented fierce, the traditional local retail industry encountered enormous challenges. Based on this. This paper mainly studies the optimization of JB supermarket marketing strategy. Firstly, in the introduction part, the research background, domestic and foreign research overview, research methods and content are described. Then the relevant theories of chain retail enterprises marketing strategy are elaborated, which lays a theoretical foundation for the study of this paper, and then the specific marketing environment of JB supermarket chain, marketing status quo. The existing problems and constraints of the analysis, for the following JB supermarket marketing strategy optimization to provide the basis, finally put forward that through the optimization of the product structure, the store can be re-located and upgraded. Channel optimization strategy, price strategy optimization, innovation of business format, development of private brands and other measures to optimize JB supermarket management strategy. This paper aims to use marketing and other related theories. Based on the current research results and the exploration of other supermarket chains at home and abroad, this paper puts forward a reasonable and feasible marketing strategy optimization scheme for JB supermarket.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F721.7;F274

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本文編號(hào)：1474748