论文总字数：22150字

摘 要

随着我国零售市场的全面开放，各国产品纷纷涌入中国市场，给中国市场带来了许多机遇与挑战。严峻的情形下，超市行业也应加强创新与合作，跟上市场的步伐。而其中的进口产品超市如何在竞争夹缝中寻求生存与发展，是我国超市行业产生的新问题。 本文的研究目的在于客观的分析我国的超市行业的现状，运用合理有效的理论依据制定营销策略，使得海豚西选进口超市在张家港的零售业市场能占得一席之地。文章主要通过分析海豚西选的市场环境，竞争对手，消费者类型以及运用SWOT分析来阐述海豚西选现有的产品，价格，渠道和促销的手段，并对其进行研究改进，为制定新的营销策略提供依据。同时在基于“4Ps”营销理论的基础上进行拓展，具体问题集体分析，提出新的更适合海豚西选进口超市未来发展的4Ps营销策略。

关键词：海豚西选 营销策略 4Ps

the Dolphin West Choice Import Supermarket strategy research

Abstract

With the full opening of China's retail market, the influx of products from different countries in the Chinese market has brought many opportunities and challenges. Supermarket industry should also strengthen cooperation and innovation, keep up with the market’s pace. How supermarkets with imported products survive and develop in the competition, this becomes a new problem of the industry innovation of Chinese supermarket. The purpose of this research lies in the objective analysis of the supermarket industry status in China, using reasonable and effective theory to develop marketing strategies, resulting in the retail market in Zhangjiagang will be taken a place by the Dolphins West Choice Import Supermarket. The existing products, price, channel and promotion resort of the Dolphins West Choice is elaborated on this research through the analysis of the Dolphin West Choice environment, competitors, consumers kinds and SWOT analysis, it will be researched and improved and provides the basis for the marketing strategy. At the same time, the expansion will be carried out based on the foundation of "4Ps" marketing theory, with specific issues of collective analysis, providing a new and more suitable 4Ps marketing strategies for the future development of the Dolphin West Choice Import Supermarket.

Key words: the Dolphin West Choice ；marketing strategy ；4Ps

目录

摘要 I

ABSTRACT II

第一章引言 1

1.1研究背景，目的与意义 1

1.2研究内容与方法 2

1.3创新与不足 2

第二章相关理论及文献综述 4

2.1营销策略综述 4

2.2超市相关营销策略 5

第三章海豚西选进口超市分析 6

3.1海豚西选宏观环境分析 6

3.2海豚西选进口超市SWOT分析 7

3.3海豚西选竞争对手分析 9

3.4海豚西选消费者分析 10

3.5海豚西选4P分析 13

第四章针对海豚西选超市营销4Ps策略 15

4.1产品策略 15

4.2价格策略 15

4.3渠道策略 16

4.4促销策略 17

结语 18

参考文献 19

致谢 20

第一章引言

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