连锁超市营销策略研究(DOC 52页)

连锁超市营销策略研究(DOC 52页)

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学校代码：10240

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学位论文

哈尔滨大润发连锁超市万达店营销策略研究

于海龙

指导教师姓名：姓名董丛文

申请学位级别：硕士学科专业：工商管理

论文提交日期：论文答辩日期：

授予学位单位：哈尔滨商业大学授予学位日期：

University Code：10240

Register Code ：Dissertation for the Master Degree in Business Administration

Wanda Harbin rt-mart supermarket chain store

marketing strategy research

Candidate: Yu HaiLong

Supervisor: Prof. Dong CongWen

Associate Supervisor: Business Administration

Academic Degree Applied for:

Speciality: Business Administration

Date of Oral Examination: March, 2014

University: Harbin University of Commerce

哈尔滨商业大学硕士学位论文原创性声明

本人郑重声明：本论文的所有工作，是在导师的指导下，由作者本人独立完成的。有关观点、方法、数据和文献等的引用已在文中指出，并与参考文献相对应。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经公开发表的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本论文文责自负。

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摘要

在中国经济快速发展及国际间合作日益密切的开放大环境下，国内外大型超市纷纷入驻中国市场，同时，国内大型超市也顺利的完成了从无到有，从有到优的量变与质变的腾飞。大润发连锁超市借此契机进入中国，这种全球商业一体化的趋势，不但使国内大型超市迅速崛起，同时，沃尔玛，家乐福等国际上一流的大型连锁超市也纷纷进入中国各出奇招、问鼎中原，并且求得在我国大型超市市场分得一杯羹前提下取得骄人的业绩，大润发连锁超市面临着内外交困的窘境，如何使大润发连锁超市在这种窘境下突出重围且获得丰厚的利润蛋糕显得尤其重要。与沃尔玛、家乐福等西方大型连锁超市发展历程相类似，大润发连锁超市也经历了以超市为中心向以顾客为中心的营销战略大转移。

本文重点以哈尔滨大润发连锁超市万达店为研究对象，在提出课题研究背景的前提下，对大型连锁超市进行简要的文献分析和概述，且对国内外对大型连锁超市营销问题的研究现状做了简要的分析。同时对本文所使用的文献研究法、实地考察法、问卷调查法等主要研究方法做了相应的概述。首先，分析了大型连锁超市的相关理论，其次对哈尔滨大润发连锁超市万达店基本情况进行简要的介绍，在此基础上基于五力模型对哈尔滨大润发连锁超市万达店的行业环境进行有针对性的分析；再次分析哈尔滨大润发连锁超市万达店的营销问题与成因分析；最后对哈尔滨大润发连锁超市万达店营销对策进行详尽的分析。

关键词：大润发万达店；大型超级市场；营销策略

Abstract

The circumstances of the rapid development of market economy in China, domestic large supermarket is done from scratch, from there to leap between the quality and quantity. The process of global economic integration, domestic large supermarket faced with new opportunities and challenges. Due to historical reasons, China and western countries in the study of large supermarket chains, compared to have certain hysteresis, west of large chain supermarkets and markets have made a full research and practical operation profound accumulation. After China's accession to the WTO, the domestic large supermarket chain is becoming more and more deeply realize the importance of the large supermarket chain marketing strategy. Similar to the development of western big supermarket chains, the relationship between the customers and the big supermarket chains in China have experienced in the supermarket as the center of the initial stage, to the products as the center of the transition phase, the final phases of the development to take the customer as the center of the core. At the same time due to the rapid development of market economy, high profitability and high profitability of large chain supermarket favored by domestic and international numerous supermarket operator. And because the big supermarket chains in the broad prospects for development in our country, the major supermarkets have various ingenious methods at home and abroad, won the central plains, for a supermarket in our country made some impressive performance market, achieve the goal of sustainable and efficient development. This paper mainly to Harbin rt-mart supermarket chain, wanda store as the research object, under the premise of the proposed research background, the big supermarket chains were briefly reviewed literature analysis and elaboration, and introduces the study status of domestic and foreign supermarket chains and related research methods in this paper. First analyzes the related theory of large supermarket chains; The basic situation of Harbin wanda rt-mart supermarket chain store were introduced briefly, based on this model based on five for wanda Harbin rt-mart supermarket chain store's business environment targeted analysis; Analysis of Harbin again wanda rt-mart supermarket chain store marketing problems and cause analysis; Finally, wanda Harbin rt-mart supermarket chain store marketing countermeasure for detailed analysis.

Key words: Rt-mart wanda store; Big super market; The marketing strategy