连锁超市销售策略浅探----以桂林华荣为例分析摘要便利店是一种既传统又新型的零售业态，其及时、便利、有效的特点在市场中具有较强的竞争力。我国零售业市场广阔，发展空间巨大，便利店的经营模式为我国中小零售商的发展提供了一种新的趋势和思路。便利店作为市场主体的一类，市场营销策略在其经营中有着关键的作用。本文从分析便利店经营中常见的若干市场营销策略入手，进一步说明市场营销策略是便利店快速发展中不可缺少的有效手段。关键字：便利店；销售策略；商品；消费者第1页共18页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共18页TheBriefAnalysisonSupermarket'sMarketingStrategy——TakingHuarongforExampleStudent:TANGXiao-weiTeacher:QINYanAbstract：Asatraditionalandnewfashionedretailing,theconvenientstorehasastrongcompetitivepositionwiththeadvantagesofpromptness,convenienceandefficiency.TheretailinginChinahasawidemarketprospectandhugedevelopmentspace.Thebusinessmodelofconvenientstorehasprovidedanewdirectionandideaforthedevelopmentsoftradesmen.Theconvenientstoreisakindofmainpartsofmarketanditsstrategyofmarketingispivotalinthestore'srunning.Byanalysingsomefamiliarmarketingstrategyinconvenientstore'soperation,thispaperfurtherexplainsthatmarketingstrategyisanindispensableeffectivemeansinthedevelopmentofconvenientstore.Keywords:convenientstore;marketingstrategy;commodity;consumer第2页共18页第1页共18页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共18页目录摘要...........................................................................1Abstract：.....................................................................2一、引言.......................................................................5二、公司概况...................................................................6（一）桂林华荣简介...................................................................................................................6（二）桂林华荣理念...................................................................................................................6（三）华荣组织结构图...............................................................................................................7三、华荣连锁超市的发展现状及问题分析...........................................8（一）桂林市超市市场现状.......................................................................................................81.即时配送率低....................................................................................................................82.超市企业之间竞争手段趋同，导致企业毛利下降........................................................93.连锁经营市场细分应明确，准确进行市场定位............................................................9（二）主要竞争对手...................................................................................................................91.好又多超市........................................................................................................................92.华联超市............................................................................................................................93.微笑堂地下超市................................................................................................................94.南城百货............................................................................................................................95.即将入住桂林的沃尔玛...
