市场营销方案、全英语版

JIANGXI AGRICULTURAL UNIVERSITY

课程论文

题目：Jiangxi Agricultural University Shenzhou supermarket marketing plan

学院：经济管理学院

姓名：

学号：

专业：

班级：

指导教师：

二0 一四年十一月

Catalog

Foreword (3)

1. Executive Summary (4)

2. Current Situation (4)

3. Competitor and Issues Analysis (5)

4. Marketing Objectives (6)

5. Marketing Strategy (6)

6. Action Programs (8)

7. Budget (8)

8. Measurements (9)

9. Conclusion (9)

Foreword

Many supermarket managers realize that in an increasingly competitive sales environment in general and intense, visible part of the value of the product to meet the needs of the people the value of consumer goods in the proportion is declining, while the invisible intangible part of the product and the product - the value of service are becoming increasingly important. Marketing is now often through customer service to win a competitive advantage, good customer service is a key factor in a supermarket stand out from many competitors, providing customers with the services become inevitable to enhance the competitiveness of the supermarket.

With the rapid development of service industry, service supermarket market competition is becoming the focus of competition, by conducting marketing services to enhance the competitiveness of the supermarket has become a major challenge facing the supermarket, only for each of the factors affecting our competitive supermarket take positive and effective manner measures to enhance the competitiveness of the supermarket as a whole, to achieve the core values of service marketing. Many facts show that the establishment of a new competitive advantage, not just the physical part of the product, but also because of its additional services. The emphasis on product quality, service has become a measure of the supermarket competitive leverage, so the service is growing emphasis on marketing. Services marketing is marketing management deepen the inherent requirements of the supermarket, as well as supermarkets competitive advantage of new features in the new market situation. Service marketing is a supermarket in the full understanding of the premise to meet consumer demand, in order to fully meet the needs of consumers in the marketing process undertaken a series of activities. Service marketing is the most important quality of service, good service is the next best pre-sales promotions, is the main way to enhance customer satisfaction and loyalty, is to establish a corporate reputation and corporate image of the spread of important ways.

1.Executive Summary

The rise of services marketing enhance the marketing advantages of supermarket. Rich connotation supermarket marketing activities is significant. First, it contributes to a rich marketing core - to fully meet the needs of consumers. The essence of marketing is to meet the practical interests of consumers or consumer can obtain the required service marketing precisely this point of view, providing tangible products to consumers at the same time, to provide consumers with a range of intangible services, so that the market essential connotation of marketing can be fully realized. Second, there is conducive to enhancing the competitiveness of the supermarket. Supermarkets are facing in today's market competition is fierce, focused on serving the needs of consumers in a timely manner to provide satisfactory service to consumers, the supermarket can be invincible in the market competition. Again, it will help improve value-added products. Service is provided to the consumer supermarket group interests is an important part of the supermarket is only through efforts to provide value-added services marketing their products is higher than its competitors, in order to improve customer satisfaction and win the trust, strengthen its market position, access to greater benefits and achieve their business objectives. Finally, it will help improve the overall quality of the supermarket, and establish a good corporate image. Service marketing staff is the main foreign exchange supermarket, the supermarket is the link with consumers, therefore, enterprises through service marketing, marketing personnel can contribute to improve the overall quality and enterprise management level.

2.Current Situation

Shenzhou department stores located in Jiangxi Agricultural University, Commercial Street, selling gifts and household goods. The target market is the Jiangxi Agricultural University students, the competitor supermaket are around

.

2.1Enterprise overview

Here we list some problems Shenzhou supermarket got:

2.1.1 Shenzhou supermarkets are not eye-catching billboards

Billboard as a supermarket supermarket facade, can play the role to attract customers, eye-catching billboards supermarket customers make a good impression, to attract customers into the store to browse to buy. But the Shenzhou supermarkets and billboards not only eye-catching, but also some of the old, not new, so not only will not play the effect of attracting customers, but also enable customers to such doubts supermarkets that sell such things inside the supermarket quality problems.

2.1.2 out of Shenzhou supermarkets and inconvenient

Perhaps Shenzhou department stores in order to reduce operating costs, there is no direct access to the channel, consumers should be around a big circle to enter the supermarket, some of the Shenzhou supermarkets and consumers are not familiar with the import is not easy to find that some consumers to give up shopping. Some finally came, after they could not find in the shopping outlet, a waste of time and energy consumers, causing consumers do not come here to shop.

2.1.3 Shenzhou supermarkets in poor physical atmosphere

Shopping atmosphere is the customer came to the supermarket by the display of goods, persons and services, after shopping environment and many other factors affect the resulting psychological feelings.

2.1.4 Shenzhou department stores are not allowed to enter the customer with a bag

Not only violated the personal rights of consumers, but also to make a lot of people inconvenienced with a package, the package store to keep the package at, not only unsafe, but also make their shopping checkout is complete disorder, his wallet in his hand and easy to lose.

2.1.5 Shenzhou supermarkets lighting bright enough, giving customers one kind of dark psychological sense.

2.1.6 Shenzhou supermarkets recognize the music is pleasant, but did not realize that music can also be harmful in this regard. Shrill voice, sounds, people, irritability, nervousness, loss of control, fear shunned.

2.1.7 Shenzhou supermarkets customer channel is too narrow to customers with crowded, uncomfortable feeling, so that customers do not want to stay here.

2.1.8Shenzhou supermarkets merchandising unreasonable, is not conducive to easy to pick up customers.

When the customer's merchandise display interest, it is necessary to get the hands carefully viewed from different angles, confirm, and then decide whether to buy. If the display of goods is not easy to pick up, not easy to replace perhaps because of that they will lose the opportunity to sell merchandise out.

2.2 The size of the marketing

Useful in Jiangxi Agricultural University campus.

3 Competitor and Issues Analysis

3.1 Product Analysis

Shenzhou supermarkets merchandising unreasonable, is not conducive to easy to pick up customers. When the customer's merchandise display interest, it is necessary to get the hands carefully viewed from different angles, confirm, and then decide whether to buy. If the display of goods is not easy to pick up, not easy to replace

4Marketing Objectives

Make Shenzhou supermarkets reasonable to target market:Any one supermarket can not meet everyone's needs, not to make everyone satisfied. Therefore, the success of every supermarket has its own target market, their own profit groups, and then provide unique services to these profit groups, making their own loyal customers.

5 Marketing Strategy

5.1 Shenzhou supermarkets and operators to improve service awareness, enhance staff training

Shenzhou department stores to get out of the service inadequate marketing concept misunderstanding, to provide consumers with quality service, we must first establish the correct service marketing idea. Service marketing is customer service for the purpose of marketing activities undertaken, it is more concerned about consumer acceptance satisfaction service, which runs through the production and business activities, is the pre-sale, sale and full service, We can say that the service marketing is not just a marketing tool, it is a philosophy. Therefore, the Shenzhou supermarkets put on service business ideas, through the "service-oriented", "customer-centric" business ideas, quality of service for consumers to solve real problems, and to achieve its business objectives.

Now consumers buy products not only look at their own performance and product quality is good or bad, but pay more attention to the supermarket service attitude is good. So when consumers buy goods will pay more attention to consider whether to bring them to meet the supermarket, which the supermarket service awareness can meet the needs of today's consumers is a severe test. First of all, in a real supermarket to recognize service marketing, service is the essence of goods, services and accessories products only. The only way to make up and down the supermarket have a good understanding of marketing services to a certain extent, and constantly strive to improve the service personnel to make sense of the supermarket. Secondly, the service is not limited to corporate supermarket staff, supermarket every employee must become a "marketing representative" supermarket, can solve all kinds of problems for consumers, to make display of the Shenzhou supermarkets and culture in front of consumers and strength.

In service marketing, the man is one of the most important factors that determine victory or defeat. Under the conditions of competition in the market, supermarket obtain competitive advantage is increasingly dependent on the ability to play

supermarket employees. Since the service before customers buy is invisible, intangible, consumers can only get the impression from the supermarket to supermarket employee behavior and attitudes, so, the quality of the supermarket staff directly affects the image of the Shenzhou supermarkets.

5.2 improve customer satisfaction

Customer satisfaction is expressly refers to its customers, generally implied or requirements or expectations have been met must fulfill the degree of experience. Meet customer satisfaction is the case it is anti-ulcer product or service itself can be evaluated; gives a sense of satisfaction and happiness about the level of consumption, including lower or exceed the level of satisfaction is a psychological experience . Customer satisfaction is the goal of a change can make things a customer satisfaction, customer satisfaction may not make another one, can make customer satisfaction stuff in one case, and in another case it may not be satisfied. Only for different customer groups satisfaction factor is very understanding, will it be possible to achieve 100% customer satisfaction. With the increasingly intense competition in the market, the contest between the supermarket has started from the price-based competition to competition based on customer resources, customer resources are being gradually replaced by the price. Customer Satisfaction Loyalty decision, a 5% increase customer loyalty, profits will rise 25% to 85%

5.3 The purpose is to guide the customer expectations better serve our customers, to achieve the interests of customers.

Expectations mainly refers customers want or expect service supermarket. Expectations can be greater than, equal to, less than customer satisfaction. Typically, the customer to experience the supermarket via two ways, one is the product or service provided by the supermarket, called "core service", and the other is how to provide these products or services, called "Customer Service." Customer expectations is achieved by shopping and reflected through satisfaction. The higher customer expectations, supermarkets to meet the needs of customers as much as possible, then have to pay the costs, but also will increase accordingly. But satisfaction does not necessarily increase with the increase in operating costs supermarket. So, by directing customer expectations, rather than to achieve customer satisfaction by increasing the cost of the supermarket has become a practical and effective way of. Of course, the operator should first understand the customer's satisfaction in the end what factors to decide. Strive for the best customer support, to meet customer needs, ways to improve customer satisfaction, customer expectations sharing, gain customer understanding and support, so that their relationship can be adjusted to a level acceptable to expectations locate goods and services, make it consistent with the expectations of customers, higher customer expectations with the best.

5.4 To develop service standards

Service standards are for standard supermarket supermarket customer service staff formulated. Development and implementation of the standards will be of direct benefit to the supermarket staff to improve efficiency, enhance supermarket turnover, enhance the competitiveness of the supermarket.

6. Action Programs

1. Supermarket operators enhance service awareness, enhance staff training.

2. Improve customer satisfaction.

3. Guide customers to establish reasonable expectations.

4. Develop service standards.

5. Reasonable to target marke.t

7. Budget

8. Measurements

12 months later the sales will improved by 10%.

9. Conclusion

Now competitive business has been able to dominate not only the price war, the face of a growing number of new competitors, how to unbeaten, no doubt only the best service marketing strategies to help grow the supermarket. Customer satisfaction increased emphasis on mature Western supermarket again in services ahead of us, the Shenzhou supermarkets can not help speed up the pace of their own services. We have to fight for new customers and old customers is gold, not put, how to attract new customers and retain old customers, the service certainly not less, investment services, it is rewarded. Therefore, only the establishment of supermarkets, service-oriented service marketing system, developed to adapt to the supermarket service marketing strategies in order to establish their own market position in the fierce competition. So the supermarket stands undefeated in the service marketing battle.