市場營銷方案全英語版

年4月19日市場營銷方案全英語版文檔僅供參考，不當(dāng)之處，請聯(lián)系改正。JIANGXIAGRICULTURALUNIVERSITY課程論文題目：JiangxiAgriculturalUniversityShenzhousupermarketmarketingplan學(xué)院：經(jīng)濟(jì)管理學(xué)院姓名：學(xué)號：專業(yè)：班級：指導(dǎo)教師：二0一四年十一月CatalogForeword 31. ExecutiveSummary 42.CurrentSituation 43.CompetitorandIssuesAnalysis 54.MarketingObjectives 65.MarketingStrategy 76.ActionPrograms 87.Budget 88.Measurements 99.Conclusion 9ForewordManysupermarketmanagersrealizethatinanincreasinglycompetitivesalesenvironmentingeneralandintense,visiblepartofthevalueoftheproducttomeettheneedsofthepeoplethevalueofconsumergoodsintheproportionisdeclining,whiletheinvisibleintangiblepartoftheproductandtheproduct-thevalueofservicearebecomingincreasinglyimportant.Marketingisnowoftenthroughcustomerservicetowinacompetitiveadvantage,goodcustomerserviceisakeyfactorinasupermarketstandoutfrommanycompetitors,providingcustomerswiththeservicesbecomeinevitabletoenhancethecompetitivenessofthesupermarket.Withtherapiddevelopmentofserviceindustry,servicesupermarketmarketcompetitionisbecomingthefocusofcompetition,byconductingmarketingservicestoenhancethecompetitivenessofthesupermarkethasbecomeamajorchallengefacingthesupermarket,onlyforeachofthefactorsaffectingourcompetitivesupermarkettakepositiveandeffectivemannermeasurestoenhancethecompetitivenessofthesupermarketasawhole,toachievethecorevaluesofservicemarketing.Manyfactsshowthattheestablishmentofanewcompetitiveadvantage,notjustthephysicalpartoftheproduct,butalsobecauseofitsadditionalservices.Theemphasisonproductquality,servicehasbecomeameasureofthesupermarketcompetitiveleverage,sotheserviceisgrowingemphasisonmarketing.Servicesmarketingismarketingmanagementdeepentheinherentrequirementsofthesupermarket,aswellassupermarketscompetitiveadvantageofnewfeaturesinthenewmarketsituation.Servicemarketingisasupermarketinthefullunderstandingofthepremisetomeetconsumerdemand,inordertofullymeettheneedsofconsumersinthemarketingprocessundertakenaseriesofactivities.Servicemarketingisthemostimportantqualityofservice,goodserviceisthenextbestpre-salespromotions,isthemainwaytoenhancecustomersatisfactionandloyalty,istoestablishacorporatereputationandcorporateimageofthespreadofimportantways.ExecutiveSummaryTheriseofservicesmarketingenhancethemarketingadvantagesofsupermarket.Richconnotationsupermarketmarketingactivitiesissignificant.First,itcontributestoarichmarketingcore-tofullymeettheneedsofconsumers.Theessenceofmarketingistomeetthepracticalinterestsofconsumersorconsumercanobtaintherequiredservicemarketingpreciselythispointofview,providingtangibleproductstoconsumersatthesametime,toprovideconsumerswitharangeofintangibleservices,sothatthemarketessentialconnotationofmarketingcanbefullyrealized.Second,thereisconducivetoenhancingthecompetitivenessofthesupermarket.Supermarketsarefacingintoday'smarketcompetitionisfierce,focusedonservingtheneedsofconsumersinatimelymannertoprovidesatisfactoryservicetoconsumers,thesupermarketcanbeinvincibleinthemarketcompetition.Again,itwillhelpimprovevalue-addedproducts.Serviceisprovidedtotheconsumersupermarketgroupinterestsisanimportantpartofthesupermarketisonlythrougheffortstoprovidevalue-addedservicesmarketingtheirproductsishigherthanitscompetitors,inordertoimprovecustomersatisfactionandwinthetrust,strengthenitsmarketposition,accesstogreaterbenefitsandachievetheirbusinessobjectives.Finally,itwillhelpimprovetheoverallqualityofthesupermarket,andestablishagoodcorporateimage.Servicemarketingstaffisthemainforeignexchangesupermarket,thesupermarketisthelinkwithconsumers,therefore,enterprisesthroughservicemarketing,marketingpersonnelcancontributetoimprovetheoverallqualityandenterprisemanagementlevel.2.CurrentSituationShenzhoudepartmentstoreslocatedinJiangxiAgriculturalUniversity,.EnterpriseoverviewHerewelistsomeproblemsShenzhousupermarketgot:2.1.1Shenzhousupermarketsarenoteye-catchingbillboardsBillboardasasupermarketsupermarketfacade,canplaytheroletoattractcustomers,eye-catchingbillboardssupermarketcustomersmakeagoodimpression,toattractcustomersintothestoretobrowsetobuy.ButtheShenzhousupermarketsandbillboardsnotonlyeye-catching,butalsosomeoftheold,notnew,sonotonlywillnotplaytheeffectofattractingcustomers,butalsoenablecustomerstosuchdoubtssupermarketsthatsellsuchthingsinsidethesupermarketqualityproblems.2.1.2outofShenzhousupermarketsandinconvenient

PerhapsShenzhoudepartmentstoresinordertoreduceoperatingcosts,thereisnodirectaccesstothechannel,consumersshouldbearoundabigcircletoenterthesupermarket,someoftheShenzhousupermarketsandconsumersarenotfamiliarwiththeimportisnoteasytofindthatsomeconsumerstogiveupshopping.Somefinallycame,aftertheycouldnotfindintheshoppingoutlet,awasteoftimeandenergyconsumers,causingconsumersdonotcomeheretoshop.2.1.3ShenzhousupermarketsinpoorphysicalatmosphereShoppingatmosphereisthecustomercametothesupermarketbythedisplayofgoods,personsandservices,aftershoppingenvironmentandmanyotherfactorsaffecttheresultingpsychologicalfeelings.2.1.4ShenzhoudepartmentstoresarenotallowedtoenterthecustomerwithabagNotonlyviolatedthepersonalrightsofconsumers,butalsotomakealotofpeopleinconveniencedwithapackage,thepackagestoretokeepthepackageat,notonlyunsafe,butalsomaketheirshoppingcheckoutiscompletedisorder,hiswalletinhishandandeasytolose.2.1.5Shenzhousupermarketslightingbrightenough,givingcustomersonekindofdarkpsychologicalsense.2.1.6Shenzhousupermarketsrecognizethemusicispleasant,butdidnotrealizethatmusiccanalsobeharmfulinthisregard.Shrillvoice,sounds,people,irritability,nervousness,lossofcontrol,fearshunned.2.1.7Shenzhousupermarketscustomerchannelistoonarrowtocustomerswithcrowded,uncomfortablefeeling,sothatcustomersdonotwanttostayhere.2.1.8Shenzhousupermarketsmerchandisingunreasonable,isnotconducivetoeasytopickupcustomers.Whenthecustomer'smerchandisedisplayinterest,itisnecessarytogetthehandscarefullyviewedfromdifferentangles,confirm,andthendecidewhethertobuy.Ifthedisplayofgoodsisnoteasytopickup,noteasytoreplaceperhapsbecauseofthattheywilllosetheopportunitytosellmerchandiseout.2.2ThesizeofthemarketingUsefulinJiangxiAgricultural3CompetitorandIssuesAnalysis3.1ProductAnalysisShenzhousupermarketsmerchandisingunreasonable,isnotconducivetoeasytopickupcustomers.Whenthecustomer'smerchandisedisplayinterest,itisnecessarytogetthehandscarefullyviewedfromdifferentangles,confirm,andthendecidewhethertobuy.Ifthedisplayofgoodsisnoteasytopickup,noteasytoreplaceMarketingObjectivesMakeShenzhousupermarketsreasonabletotargetmarket:Anyonesupermarketcannotmeeteveryone'sneeds,nottomakeeveryonesatisfied.Therefore,thesuccessofeverysupermarkethasitsowntargetmarket,theirownprofitgroups,andthenprovideuniqueservicestotheseprofitgroups,makingtheirownloyalcustomers.5MarketingStrategy5.1Shenzhousupermarketsandoperatorstoimproveserviceawareness,enhancestafftrainingShenzhoudepartmentstorestogetoutoftheserviceinadequatemarketingconceptmisunderstanding,toprovideconsumerswithqualityservice,wemustfirstestablishthecorrectservicemarketingidea.Servicemarketingiscustomerserviceforthepurposeofmarketingactivitiesundertaken,itismoreconcernedaboutconsumeracceptancesatisfactionservice,whichrunsthroughtheproductionandbusinessactivities,isthepre-sale,saleandfullservice,Wecansaythattheservicemarketingisnotjustamarketingtool,itisaphilosophy.Therefore,theShenzhousupermarketsputonservicebusinessideas,throughthe"service-oriented","customer-centric"businessideas,qualityofserviceforconsumerstosolverealproblems,andtoachieveitsbusinessobjectives.Nowconsumersbuyproductsnotonlylookattheirownperformanceandproductqualityisgoodorbad,butpaymoreattentiontothesupermarketserviceattitudeisgood.Sowhenconsumersbuygoodswillpaymoreattentiontoconsiderwhethertobringthemtomeetthesupermarket,whichthesupermarketserviceawarenesscanmeettheneedsoftoday'sconsumersisaseveretest.Firstofall,inarealsupermarkettorecognizeservicemarketing,serviceistheessenceofgoods,servicesandaccessoriesproductsonly.Theonlywaytomakeupanddownthesupermarkethaveagoodunderstandingofmarketingservicestoacertainextent,andconstantlystrivetoimprovetheservicepersonneltomakesenseofthesupermarket.Secondly,theserviceisnotlimitedtocorporatesupermarketstaff,supermarketeveryemployeemustbecomea"marketingrepresentative"supermarket,cansolveallkindsofproblemsforconsumers,tomakedisplayoftheShenzhousupermarketsandcultureinfrontofconsumersandstrength.Inservicemarketing,themanisoneofthemostimportantfactorsthatdeterminevictoryordefeat.Undertheconditionsofcompetitioninthemarket,supermarketobtaincompetitiveadvantageisincreasinglydependentontheabilitytoplaysupermarketemployees.Sincetheservicebeforecustomersbuyisinvisible,intangible,consumerscanonlygettheimpressionfromthesupermarkettosupermarketemployeebehaviorandattitudes,so,thequalityofthesupermarketstaffdirectlyaffectstheimageoftheShenzhousupermarkets.5.2improvecustomersatisfactionCustomersatisfactionisexpresslyreferstoitscustomers,generallyimpliedorrequirementsorexpectationshavebeenmetmustfulfillthedegreeofexperience.Meetcustomersatisfactionisthecaseitisanti-ulcerproductorserviceitselfcanbeevaluated;givesasenseofsatisfactionandhappinessaboutthelevelofconsumption,includinglowerorexceedthelevelofsatisfactionisapsychologicalexperience.Customersatisfactionisthegoalofachangecanmakethingsacustomersatisfaction,customersatisfactionmaynotmakeanotherone,canmakecustomersatisfactionstuffinonecase,andinanothercaseitmaynotbesatisfied.Onlyfordifferentcustomergroupssatisfactionfactorisveryunderstanding,willitbepossibletoachieve100%customersatisfaction.Withtheincreasinglyintensecompetitioninthemarket,thecontestbetweenthesupermarkethasstartedfromtheprice-basedcompetitiontocompetitionbasedoncustomerresources,customerresourcesarebeinggraduallyreplacedbytheprice.CustomerSatisfactionLoyaltydecision,a5%increasecustomerloyalty,profitswillrise25%to85%5.3Thepurposeistoguidethecustomerexpectationsbetterserveourcustomers,toachievetheinterestsofcustomers.Expectationsmainlyreferscustomerswantorexpectservicesupermarket.Expectationscanbegreaterthan,equalto,lessthancustomersatisfaction.Typically,thecustomertoexperiencethesupermarketviatwoways,oneistheproductorserviceprovidedbythesupermarket,called"coreservice",andtheotherishowtoprovidetheseproductsorservices,called"CustomerService."Customerexpectationsisachievedbyshoppingandreflectedthroughsatisfaction.Thehighercustomerexpectations,supermarketstomeettheneedsofcustomersasmuchaspossible,thenhavetopaythecosts,butalsowillincreaseaccordingly.Butsatisfactiondoesnotnecessarilyincreasewiththeincreaseinoperatingcostssupermarket.So,bydirectingcustomerexpectations,ratherthantoachievecustomersatisfactionbyincreasingthecostofthesupermarkethasbecomeapracticalandeffectivewayof.Ofcourse,theoperatorshouldfirstunderstandthecustomer'ssatisfactionintheendwhatfactorstodecide.Striveforthebestcustomersupport,tomeetcustomerneeds,waystoimprovecustomersatisfaction,customerexpectationssharing,gaincustomerunderstandingandsupport,sothattheirrelationshipcanbeadjustedtoalevelacceptabletoexpectationslocategoodsandservices,makeitconsistentwiththeexpectationsofcustomers,highercustomerexpectationswiththebest.5.4TodevelopservicestandardsServicestandardsareforstandardsupermarketsupermarketcustomerservicestaffformulated.Developmentandimplementationofthestandardswillbeofdirectbenefittothesupermarketstafftoimproveefficiency,enhancesupermarketturnover,enhancethe