摘 要随着我国经济的发展和市场开发，我国零售业面临的竞争越来越激烈，消费者需求的差异在互联网大数据背景下越来越明显，丰富多样的产品以供选择使消费者的行为越来越具有创新性和多变性。这时，企业最重要的考虑事项就是分析消费者的主观喜好，适应消费者的个性化需求，以及掌握消费者购买行为的变化规律。所以个性化相关策略是解决这个问题的有效手段。济宁真得利超市经过一段时间的转型和发展，规模实力逐渐显现，在鲁西南地区门店数百家。近年来，它釆取了多种经营管理与发展的理念，并积极采用多种经营方式与营销方法来克服激烈的市场竞争。本文在理论联系实际的基础之上，对真得利连锁超市的宏观、微观环境进行了分析，分析了真得利连锁超市的优缺点，机会与威胁，分析真得利连锁超市的现有营销策略存在的问题。基于这些分析提出适合于真得利连锁超市的四方面个性化营销策略，主要是和 4C 相对应的四个营销策略即消费者、成本、便利和沟通。本文关于个性化相关策略的研究结论以及相关策略实施保障措施的实施，可为真得利连锁超市发展过程中实施营销活动提供参考，这也有利于中国中小型连锁超市的发展。 关键词：中小型连锁超市；个性化营销；4C 理论AbstractWith China's economic development and market development, China's retail industry is facing increasingly fierce competition. In the era of Internet big data, the difference in consumer demand is becoming more and more obvious. Innovative and changeable. At this time, analyzing consumers' subjective preferences, adapting to consumers' differentiated needs, and understanding the changing laws of consumers' purchasing behavior are important considerations for enterprises. Therefore, personalized related strategies are an effective means to solve this problem. After a period of transformation and development, Jining Zendeli Supermarket has gradually shown its scale and strength, and has hundreds of stores in southwestern Shandong. In recent years, it has adopted a variety of business management and development concepts, and actively adopted a variety of business methods a...
