承德宽广超市差异化营销策略研究.pdf

承德宽广超市差异化营销策略研究 摘 要 随着社会经济的进展，人们的生活水平有了大幅度的提高和改善，随之而来的是消费需求的改 变。现代消费群体不再是传统单一的消费观念，开始追求个性，这就对企业的进展提出了新的挑战 。超市是一种规模较大的综合性零售商业企业，对零售业的进展有很大的影响。在目前的进展趋势 下，面临很多的威胁，主要表现在以下方面：购物中心和商业街成为二三线城市商业进展的一大热 点，在一定程度上 占了百货店的市场份额；租金和人力成本的压力也越来越大，对利润和现金流 造成了很大的侵蚀 ；网络的快速进展，使人们足不出户，网上购物越来越频繁。面对这一系列的威胁 和挑战，承德宽广超市不得不做出自身的调整，适时找到一条适合自己进展道路。本文从宽广超市 目前所处的市场背景入手，以差异化营销理论为指导，结合相关文献以及超市的实际经营状况，从 购物环境、促销、服务三个方面设计本超市的差异化营销策略。以期能够有效提升其销售绩效和市 场竞争力。 关键词 ：差异化营销；环境；促销；服务 ABSTRACT With the development of social economy, peoples living standards have been greatly improved and improved, in the meantime, the consumer has changed. It no longer the single consumer attitude, they begin to pursue individuality, it challenges the development of enterprises. Supermarket is a large-scale comprehensive retail business, which has a great impact on the develop. It faced with many threats, shopping centers and commercial streets have become a hot spot in the development of two or three tier cities. To a certain extent, it occupied the market share of department stores. The pressure on rent and manpower costs is also increasing, erosion of profits and cash flows. Rapid development of network, people stay indoors, online shopping is becoming more frequent. Faced with a series of threats and challenges, supermarket has to make their own adjustments, find a path that is suitable for it development. This article starts from the background of the supermarket, know from Differentiated Marketing Theory, combined with relevant literature and the current marketing situation of supermarket, from the shopping environment, promotion and service three aspects to design differentiated marketing strategies for this supermarket. In order to effectively imp