【作者】 卢霞；

【导师】 郭鹏；

【作者基本信息】 天津科技大学 ， 企业管理， 2006， 硕士

【摘要】 本文研究目的旨在通过客观分析目前中国本土超市外部、内部的竞争环境，将目标营销、4C营销和顾客让渡价值等现代营销理论应用于本土超市的实际经营中，为其提出行之有效的、操作性较强的营销战略和策略，以帮助本土超市不断发展和壮大。 文章首先采用与“市场导向观念”相呼应的TOWS检验，客观分析中国本土超市的外部、内部竞争环境，强调本土超市在了解自身优势和劣势之前，应认真审视其所面临的市场威胁与机会。其次，本着差异化的原则，提出本土超市的营销定位战略：研究将本土超市自身进行行业定位，依照竞争战略决策中竞争对手分类理论和中国超市行业中各个竞争者的实力，将本土超市定位为市场挑战者和市场补缺者，并建议居于市场补缺者位置的本土超市将服务社区市场或农村市场的标准超市或便利店形式作为补缺基点；运用目标营销理论，将本土超市进行市场细分与定位，文章着重阐述了本土超市市场细分的整个过程和相关原则，特别是结合了斯坦福研究所丌发的价值观和生活方式系统、消费类型学和消费者行为学中的相关理论构建了本土超市细分市场变量表。另外，文章按照定性研究与定量分析相结合的研究方法，依据细分市场变量表设计调查问卷，以天津市区消费者为对象进行市场调研，进一步分析并掌握消费者的主要需求，为制定营销策略提供依据。基于“以消费者为中心”的理念，运用4C营销原理，提出本土超市的营销策略，并论述了基于顾客需求、成本、便利和沟通的具体操作方法。特别是在成本方面，文章又依据顾客让渡价值理论，提出本土超市应从消费者购买的货币、时间、精力和体力四方面降低成本。更多还原

【Abstract】 The purpose of this study is to show the appropriate marketing strategy and tactic that can increase Chinese native supermarkets’ profits. Based on the objective analysis of their external and internal competition environment, the STP theory, the 4C theory and the customer delivered value theory have been used into the native supermarkets’ practical management in order to make the marketing strategy and tactic effective.Firstly, native supermarkets’ external and internal competition environment has been examined with TOWS analysis that consists with the market-oriented conception. Secondly, based on the differential principle, we propose a marketing strategy— positioning, and develop the positioning strategy from two aspects: on the one hand, positioning the native supermarkets in the Chinese retailing industry, on the other hand, in the Chinese retailing market. According to the strategy decision theory and native supermarkets’ actual situation, we show that native supermarkets should be located as Market Challengers or Market Nichers, and suggest native supermarkets that be located as Market Nichers making the Super Markets and the Convenience Stores in the community or country nichers. Using the STP theory, our results show the entire process that the Chinese retailing market which native supermarkets faced has been segmented, targeted, and positioned. The variables table of market segmentation has been constructed specially, according to Consumption Typology, Consumer Behavior, and the Values and Lifestyles System that has been developed by the Stanford Research Institute. Thirdly, we design an investigation questionnaire in terms of the variables table of market segmentation, and then investigate and analyze consumer needs in Tianjin. Finally, 4C principle has been used to set up a native supermarkets’ marketing tactic, according to the idea that focuses on the consumer. The concrete steps about Customer needs and wants, Cost, Convenience, and Communication have been shown. We propose that native supermarkets’ proprietors should reduce consumer’s cost from four aspects, integrating customer delivered value theory.更多还原