南京家乐福大华店的市场营销策略分析摘要：自上世纪七十年代末，我国决定实施改革开放以来，经过数轮经济体制改革和持续不断的对外开放，连锁超市这一行业发展日新月异，一举走到了世界的前列。随着2001年我国加入世贸组织，实现了将连锁零售业在内的诸多行业的开放，大量的国外连锁零售业巨头趁势进入中国，使得行业内的竞争更加激烈。时至今日，随着消费者对于连锁超市从盲目追捧到淡定适应的阶段推荐，连锁超市作为零售行业的高端细分市场，其面临的问题逐渐显现，不仅包括传统商超同行业内存在的竞争压力，其自身特有的消费客群、昂贵的租金、装修和维护成本等都使其在行业里生存压力倍增。正是基于这样的情况，本文以南京家乐福大华店为例，利用多种方法，对南京家乐福大华店进行了系统研究，为南京家乐福大华店的发展提出营销策略创新思路和全面优化超市营销思路的实施建议。关键词：南京家乐福市场营销连锁超市AbstractSincethelate70soflastcentury,sinceChina'sdecisiontocarryoutthereformandopeninguppolicy,afterseveralroundsofeconomicrestructuringandcontinuousopeningup,thedevelopmentofchainsupermarketshaschangedrapidlyandhasreachedtheforefrontoftheworld.WithChina'saccessiontotheWTOin2001,toachievealotofindustrychainsupermarketindustry,willopenalargenumberofforeignchainsupermarketgiantsbackintotheChina,makingtheindustrymorecompetitive.Today,withconsumersinthesupermarketchainfromtheblindpursuitofcalmtoadapttothestage,thesupermarketchainasthehigh-endmarketsegmentsoftheretailindustry,theproblemsgraduallyemerged,includingnotonlythetraditionalbusinesswithcompetitivepressuresintheindustry,itsownuniqueconsumergroups,highrent,renovationandmaintenancecostsaretosurviveintheindustrypressure.Itisbasedonthissituation,thispapertakesNanjingDahuaCarrefourstoreasanexample,usingavarietyofmethodsofCarrefourinNanjingDahuabranchwerestudiedforthedevelopmentofCarrefourinNanjingDahuabranchideasinnovationofmarketingstrategyandtheimplementationofthecomprehensiveoptimizationofsupermarketmarketingideasandsuggestions.Keywords:NanjingCarrefourmarketingchainsupermarket目录1绪论..............................................................11.1研究背景....................................................11.2研究意义....................................................11.3国内外研究现状...............................................21.3.1国外研究现状...........................................21.3.2国内研究现状...........................................31.4研究方法.....................................................42市场营销相关理论综述..............................................42.1消费者行为分析理论..........................................42.2市场营销4Ps理论............................................53南京家乐福大华店营销环境现状及存在的问题..........................63.1南京家乐福大华店营销环境现状.................................63.1.1社会环境...............................................63.1.2行业环境...............................................83.2南京家乐福大华店营销存在的问题..............................103.2.1营销方式过于繁琐......................................103.2.2销售设备与手段落后....................................103.2.3营销责任分工不明......................................113.2.4货物销售不当现象严重..................................114南京家乐福大华店营销策略分析.....................................124.1产品策略....................................................124.2价格策略....................................................124.3渠道策略.......
