物美超市促销策略研究.pdf

物美超市促销策略研究 摘 要 本文主要针对物美超市经营的发展历程、经营现状、业态选择、经营水平等 方面进行研究，以物美超市在市场的竞争战略与竞争状况为分析对象，应用企业 的营销原理与SWOT分析工具，对物美连锁超市内部能力与企业外部环境，包括 物美超市在中国市场所面临的机遇与挑战进行分析。找出物美在竞争策略与市场 竞争状况中存在的不足，分析并研究如何通过促销手段，运用促销策略知识对物 美的业态如何定位、如何提高企业知名度、如何提高效益创建自有品牌、如何对 人员及客户进行管理等问题提出调整策略和完善意见。以期能解决物美超市在中 国市场竞争中遇到的问题，努力提高企业的市场竞争力，实现企业的快速、健康 可持续发展。为国内连锁企业学习国外连锁超市的先进管理、技术与服务理念， 研究内资连锁超市在国内市场的竞争战略提供一些帮助。 关键词：物美超市；连锁；促销策略 III 物美超市促销策略研究 Abstract This article will focus the development process of poor quality supermarket operator, operating status, format selection, management level and other aspects of research to poor quality supermarket competitive strategies in the market and competition situation analysis of the object, apply business principles and marketing strategies strategic SWOT analysis tool internal capacity of the poor quality supermarket chains and outside the enterprise environment, including poor quality supermarket in China face opportunities and challenges for analysis. Identify poor quality strategy and competition in a competitive situation of the deficiencies, analyze and research how to promotions, the marketing strategy of knowledge on how to define the forms of poor quality, how to improve business visibility, how to improve efficiency to create its own brand, how to staff and customer management issues such as adjustment strategies and improve the views. To solve the poor quality supermarket competition in the Chinese market problems, efforts to improve the market competitiveness of enterprises, the enterprises fast, healthy and sustainable development. Study abroad for the domestic supermarket chain advanc