农村小超市改善营销状况的对策研究——以嘉盛超市为例摘要：近年来，我国农村市场发展迅速，给农村小超市的发展带来了很大的机会。商家纷纷选择在农村开超市，嘉盛超市便是其中一员。嘉盛超市是三家村的一家小型农村超市，开业之初，在没有竞争对手的有利条件下，营业额一——路飙升。但是，在主要竞争对手上海如海超市出现时，遭受了巨大的冲击。在竞争过程中，嘉盛超市在商品种类的选择、定价方法的选择、供货渠道的选择、商品的定位、店内的布置、促销活动的举办、竞争手段的运用等方面存在着很大的问题，而这些问题是造成它顾客流失、经营业绩下滑的主要原因。因此，嘉盛超市必须通过重新定位商品、制定合理的价格策略、运用多样化的竞争手段和促销活动等方法来改善目前的营销状态，为自己寻求发展的机会。关键词：农村小超市；目标营销；营销组合决策；SWOT分析TheResearchontheCountermeasuresofRuralSmallSupermarketImprovingMarketingSituation——HasTakenJiashengSupermarketasanExampleAbstract:Inrecentyears,therapiddevelopmentofChina'sruralmarket,tothedevelopmentofruralsupermarketshavebroughtgreatopportunities.Businesseshavechosentoopensupermarketsinruralareas,Jiashengsupermarketisoneofthem.JiashengsupermarketisasmallruralsupermarketwhichinSamKaTsuen.Openedatthebeginning,underfavorableconditionsintheabsenceofcompetitors,whoseturnoverissoaring.But,whenthemaincompetitor——Shanghaisupermarketsuchasseaappears,sufferedahugeblow.Inthecourseofcompetition,Jiashengsupermarkethasproblemsinmanyways,suchasthechoiceoftypesofgoods,theselectionofpricingmethods,theoptionofsupplychannels,productpositioning,storelayout,promotionalactivitiesandevents,theuseofcompetitionmeans,andsoon.Andtheseproblemsarecausedbyitslossofcustomers,themainreasonfordeclineinbusinessperformance.Therefore,theJiashengsupermarketmustbebyre-positioningofgoods,formulatingthereasonablepricingstrategy,usingavarietyofcompetitiveactivitiesandpromotionalmarketingmethods,toimprovethecurrentstateandseekdevelopmentopportunitiesforitsown.Keywords:Smallsupermarketinruralareas;Targetmarketing;Marketingmixdecisions;SWOTanalysis目录引言..............................................................1一、嘉盛超市营销现状分析........................................2（一）嘉盛超市情况简介..............................................2（二）嘉盛超市的目标营销策略........................................2（三）嘉盛超市的营销组合状况........................................3二、主要竞争对手概况............................................4（一）上海如海超市的目标营销策略....................................4（二）上海如海超市的营销组合状况....................................5三、嘉盛超市营销状况的SWOT分析................................6（一）竞争优势分析..................................................7（二）竞争劣势分析..................................................7（三）外部机会分析..................................................9（四）外部威胁分析.................................................10四、嘉盛超市改善营销状况的对策................................10（一）基本对策.....................................................10（二）目标营销方面的对策...........................................10（三）营销组合方面的对策...........................................11结论.............................................................16参考文献.........................................................17致谢............................................................18
