長(zhǎng)富實(shí)惠店?duì)I銷策略研究

摘要近年來(lái)隨著大型超市發(fā)展越來(lái)越快，東莞市的消費(fèi)者水平越來(lái)越高，許多商業(yè)零售店涌入了東莞市，因此此市場(chǎng)的競(jìng)爭(zhēng)也日益激烈，大朗鎮(zhèn)的長(zhǎng)富實(shí)惠店也在不斷面臨著競(jìng)爭(zhēng)，要如何在競(jìng)爭(zhēng)激烈的零售業(yè)市場(chǎng)中有保持競(jìng)爭(zhēng)優(yōu)勢(shì)，實(shí)現(xiàn)更大的發(fā)展，是長(zhǎng)富實(shí)惠店目前所面臨的難題。本文以大朗鎮(zhèn)的松佛路長(zhǎng)富實(shí)惠店為研究對(duì)象，基于現(xiàn)代市場(chǎng)營(yíng)銷理論，應(yīng)用文獻(xiàn)研究法等研究方法，對(duì)大朗鎮(zhèn)長(zhǎng)富實(shí)惠店市場(chǎng)營(yíng)銷策略展開(kāi)研究，對(duì)長(zhǎng)富實(shí)惠店內(nèi)外部環(huán)境分析，從長(zhǎng)富實(shí)惠店的商品組合、定價(jià)方法、促銷策略入手，提出改善長(zhǎng)富實(shí)惠店市場(chǎng)營(yíng)銷的建議。關(guān)鍵詞：零售業(yè)營(yíng)銷策略市場(chǎng)營(yíng)銷AbstractInrecentyears,withthedevelopmentoflargesupermarketsmoreandmorerapid,DongguanCity'sconsumerlevelisgettinghigherandhigher,manycommercialretailstoresintoDongguanCity,sothemarketcompetitionisalsoincreasinglyfierce,DalangTown'slong-richaffordablestoresarealsofacingcompetition,howtomaintainacompetitiveadvantageinthecompetitiveretailmarket,toachievegreaterdevelopment,isthelong-richaffordableshopiscurrentlyfacingdifficulties.ThispapertakestheLongRichShopofSongfoRoadinDalangTownastheresearchobject,basedonmodernmarketingtheory,applyingliteratureresearchmethodandotherresearchmethods,tostudythemarketingstrategyofDalangMayorFufulShop,toanalyzetheexternalenvironmentofthelong-richaffordableshop,fromtheproductcombination,pricingmethodandpromotionstrategyofChangfuaffordableshop,andputforwardsuggestionstoimprovethemarketingofchangfuaffordableshop.Keywords:RetailMarketingMarketingstrategy目錄TOC\o"1-2"\h\u一、引言 附錄關(guān)于松佛路長(zhǎng)富實(shí)惠店調(diào)查問(wèn)卷您好，感謝您參與問(wèn)卷調(diào)查，您所填寫(xiě)的資料將被使用于長(zhǎng)富實(shí)惠店?duì)I銷策略管理的研究。在此衷心感謝您花費(fèi)寶貴的時(shí)間來(lái)完成這份問(wèn)卷。在此表示感謝！請(qǐng)問(wèn)您一周平均光顧松佛路長(zhǎng)富實(shí)惠店多少次？A0—1次B2—4次C5—7次請(qǐng)問(wèn)您在松佛路長(zhǎng)富實(shí)惠店主要購(gòu)買(mǎi)什么商品A生鮮蔬菜B食品C日用品D服裝E皮具F小家電請(qǐng)問(wèn)您覺(jué)得松佛路長(zhǎng)富實(shí)惠店商品種類如何A品種齊全B品種較少，更新慢C品種過(guò)于單一請(qǐng)問(wèn)您覺(jué)得松佛路長(zhǎng)富實(shí)惠店的工作人員推銷服務(wù)態(tài)度如何？A很不滿意B不滿意C一般D滿意E很滿意請(qǐng)問(wèn)您覺(jué)得松佛路長(zhǎng)富實(shí)惠店的商品價(jià)格是否合理？A合理B基本合理C偏貴D沒(méi)留意請(qǐng)問(wèn)您希望松佛路長(zhǎng)富實(shí)惠店今后做出哪些改進(jìn)？A進(jìn)行促銷活動(dòng)B提