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1、近年來,青島經濟持續(xù)高速發(fā)展。零售業(yè)在激烈競爭中出現的全新連鎖經營業(yè)態(tài)以具規(guī)模大,成本低的特點,迅速占領零售業(yè)市場。青島連鎖經營企業(yè)的發(fā)展也同樣呈現著-?種強勁的勢頭。這種情形下,青島鄉(xiāng)鎮(zhèn)地區(qū)連鎖超市大批涌現出來,并獲得了穩(wěn)定的發(fā)展。青島鄉(xiāng)鎮(zhèn)連鎖超市如何在鄉(xiāng)鎮(zhèn)復雜的競爭環(huán)境下做出適合的營銷策略是木文研究的重點和方向。本文就青島鄉(xiāng)鎮(zhèn)連鎖超市當今的發(fā)展情況做了簡耍分析。本文分別從社會環(huán)境,農村居民消費心理和鄉(xiāng)鎮(zhèn)連鎖超市競爭環(huán)境三個方面對青島鄉(xiāng)鎮(zhèn)連鎖超市的經營環(huán)境進行了分析;從產品,價格,促銷,分銷四個營銷要素出發(fā),對青島鄉(xiāng)鎮(zhèn)連鎖
2、超市的經營策略進行了分析。在基于4Ps營銷組合理論的基礎上,結合實際分析了青島鄉(xiāng)鎮(zhèn)連鎖超市如何通過經營策略的實施和應用,成功獲得鄉(xiāng)鎮(zhèn)零售業(yè)競爭環(huán)境復雜情況下的競爭優(yōu)勢,并獲得穩(wěn)定快速的發(fā)展。希望木文的分析研究能對當前快速發(fā)展的鄉(xiāng)鎮(zhèn)連鎖零售業(yè)略有一定的參考價值和積極意義。關鍵字:連鎖超市消費心理營銷組合AbstractInrecentyears,sustainedandrapideconomicdevelopmentofQingdao.Appearedinahighlycompetitiveretailindustryanew
3、chainofbusinessconditionsforitslargescale,lowcost,rapidoccupationoftheretailmarket.ThedevelopmentofchainenterprisesinQingdaoisalsopresentedwithastrongmomentum.Thiscase,alargesupermarketinQingdaoruralareascometothefore,andaccesstoastabledevelopment.Qingdaohowsuperma
4、rketchainsinthetownshipcomplexcompetitiveenvironmenttomaketherightmarketingstrategyisthefocusanddirectionofthispaper.ThistownsupermarketinQingdaotodayforthedevelopmentofabriefanalysis.Thispaperfromthesocialenvironment,ruralresidentsandruralconsumerpsychologysuperma
5、rketchainsonthreeaspectsofthecompetitiveenvironmentinQingdaoTownshipsupermarketchainanalysisofthebusinessenvironment;fromproduct,price,promotion,distribution,marketingelementsofthefourstartingtownofQingdaochainSupermarketbusinessstrategyisanalyzed.4Psofmarketing-ba
6、sedtheory,basedontherealitiesofruralsupermarketinQingdaohowtheimplementationandapplicationofbusinessstrategy,competitiveenvironment,successfultownretailcomplexincaseofcompetitiveadvantage,andastableandrapiddevelopment.Hopethatanalysisofthisarticlecanbefast-growingt
7、ownsonthecurrentretailchainofsomereferencevalueandaslightlypositive.Keywords:TownshipsupermarketchainsBusinessenvironmentConsumerPsychology4Ps目錄摘要IAbstractII目錄III第一章連鎖經營本質涵義1第二章青島市連鎖經營發(fā)展概述22」青島市連鎖經營發(fā)展22.2青島鄉(xiāng)鎮(zhèn)連鎖經營發(fā)展3第三章青島市鄉(xiāng)鎮(zhèn)連鎖超市經營環(huán)境分析53」青島市鄉(xiāng)鎮(zhèn)社會環(huán)境分析53.2青島市鄉(xiāng)鎮(zhèn)居民消費心理分析6
8、3.3青島市鄉(xiāng)鎮(zhèn)連鎖超市競爭環(huán)境分析7第四章青島市鄉(xiāng)鎮(zhèn)連鎖超市經營策略分析94」產品策略分析94.2價格策略分析104.2.1參照定價法114.2.2加成定價法114.2.3折扌II定價法114.2.4特賣商品定價法124.3促銷策略分析124.3.1會員制促俏124.3.2折扣促銷134