摘 要随着移动互联网的不断发展和消费市场的不断变化，消费者的需求也渐渐发生了变化，在关注商品的价格与产品质量之时也在开始关注消费过程中的体验和感受。由于传统电子商务属性的局限性，并且传统零售业的发展逐渐停滞不前，一种新的零售理念应运而生，超级物种就是传统超市永辉超市的大胆尝试然。由于生鲜产品需求旺盛，市场前景乐观，而永辉超市在这类业务上具有强大竞争力，发展生鲜新零售超市业务正是理所应当，而超级物种也就由此诞生了。2017 年，继永辉超市红标店、绿标店、精品店与会员店之后，成功发展出了超级物种这一品牌。本文对超级物种生鲜超市的营销策略和营销环境进行了研究和分析，查阅了相关文献，对收集到的数据和结果进行了深入研究，并对超市营销策略的未来发展方向提出了新的建议。关键词：超级物种；营销策略；营销环境；4P 营销组合策略2AbstractWith the continuous development of the mobile Internet and the continuous changes in the consumer market, the demands of consumers have gradually changed. When they pay attention to the price and quality of products, they also start to pay attention to the experience and feelings in the consumption process. Due to the limitations of traditional e-commerce, enterprises are gradually unable to meet the diversified consumption needs of consumers. As the development of the traditional retail industry gradually enters the bottleneck period, the new retail concept arises at the historic moment. Super species is a bold attempt of Yong Hui supermarket in the new situation of retail trade. With the change of retail trade, Yong Hui supermarket has become a typical representative of traditional supermarket. However, the demand for fresh products is strong, the market prospects are optimistic, and Yong Hui supermarket has a strong competitiveness in this kind of business, the development of fresh new retail supermarket business is a natural, and thus the birth of super species. In 2017, the super ...
