[论文]家乐福超市市场营销问题及对策研究

本科论文摘 要目前我国经济发展迅速，零售业发展速度逐渐加快，很多外资零售商陆续进驻中国市场，国外零售商的进入，给我国的本土超市也带来了强大的竞争压力和危机感，但是也为我国零售业发展提供了很多学习和借鉴的机会。本文通过对家乐福超市发展历程和经营现状进行分析，采用了 PEST 分析法对家乐福超市进行理论分析，通过分析家乐福超市的所处的宏观环境，从而发现家乐福超市现有营销策略中存在的问题，分别是营销手段单一，领导层观念滞后；人才储备不足，流失严重；企业文化薄弱，客户满意度低；自有品牌在发展过程中存在不足。通过了解营销策略制定的基本原则，以及市场定位的策略，提出了针对上述问题的策略把握市场机会，精准进行市场定位；强化人才管理，增加员工福利待遇；规范企业文化，提高服务质量；同时也要加强家乐福自有品牌的建设，使其在众多连锁超市中脱颖而出。提高家乐福超市在市场中的竞争力以及家乐福超市在零售业行业与消费者心中的品牌形象。本文以家乐福超市为营销策略个案分析，来分析如何在竞争激烈的市场中树立良好的品牌形象，为中国连锁超市在营销策略方面提供一些经验，以此来推动我国大型连锁超市行业的良性竞争和发展。关键词：连锁超市；市场定位；营销策略 本科论文AbstractThe current market competition is not only the competition between products, but also the competition between brands. At present, well-known enterprises and companies in China have started to formulate and implement marketing strategies to make their companies stand firm in the market. Nowadays, various enterprises and companies have the same means of market construction. Under the circumstance that such products tend to be more and more homogeneous, it is necessary to formulate and implement scientific marketing strategies.This article through to carrefour supermarket development and present situation analysis, using the SWOT analysis and PEST analysis theory analysis was carried out on the carrefour supermarket, carrefour supermarket analysis of strengths, weaknesses, opportunities and threats, analyzing the macro environment o...