安徽理工大学毕业论文目录摘要（中文）........................................................I摘要（英文）.......................................................II绪论................................................................11市场营销策略概述..................................................11.1市场营销策略的概念...........................................11.2市场营销策略的内容...........................................21.2.1产品策略...............................................21.2.2价格策略...............................................21.2.3促销策略...............................................31.2.4分销策略...............................................32国内连锁超市的发展状况及营销策略实施概况..........................42.1国内连锁超市的发展现状.......................................42.1.1连锁超市发展迅速.......................................42.1.2规模效益日趋显现.......................................42.1.3管理水平与国际零售业差距较大...........................42.1.4成本高、利润低.........................................52.1.5外资企业市场份额较大...................................52.2国内连锁超市营销策略实施概况.................................52.2.1营销手段单一...........................................62.2.2营销观念滞后...........................................62.2.3目标市场定位不明确.....................................62.2.4广告和促销不规范.......................................62.2.5服务理念淡薄...........................................73大润发连锁超市简介及其SWOT分析...................................73.1大润发连锁超市简介...........................................73.2大润发连锁超市的SWOT分析....................................83.2.1优势（Strength）.......................................83.2.2劣势（Weakness）.......................................83.2.3机会（Opportunity）....................................93.2.4威胁（Threat）.........................................94大润发连锁超市营销策略创新.......................................104.1产品策略....................................................104.1.1市场定位..............................................104.1.2商品品种..............................................104.1.3商品经营理念..........................................104.1.4合理的商品结构........................................114.1.5商品布局和陈列........................................114.1.6拥有自有品牌“大拇指”................................124.2价格策略....................................................134.2.1长期低价策略..........................................134.2.2折扣定价策略..........................................13i安徽理工大学毕业论文4.2.3特卖商品定价策略......................................144.3促销策略....................................................144.3.1人员促销..............................................144.3.2广告促销..............................................154.3.3营业推广..............................................154.3.4公共关系..............................................164.4渠道策略....................................................164.4.1与供应商的合作........................................164.4.2物流管理..............................................174.5服务策略....................................................174.5.1细节化服务............................................174.5.2免费班车.........
