第3组参考 红旗超市营销方案策划论文

摘要

摘 要

超市作为一种新的商品零售模式在我国迅速发展，且日臻完善，已经越来越深入到人们的日常生活中。红旗连锁超市便是随着这段发展大流不断茁壮发展起来的中国本土超市。可是本土连锁超市起步较晚，与外资连锁超市相比还有一定的差距。根据调查分析，发现红旗连锁超市尚存在一些问题。

本文以红旗连锁超市为研究对象，文章在阐述连锁超市的产生、特征和发展趋势的基础上，通过市场营销基本理论的运用，对红旗连锁超市的市场营销环境进行分析以及基于SWOT分析法，来确定红旗连锁的竞争优势，竞争劣势，机会和威胁，同时确定其目标市场和市场定位。从而得出红旗连锁超市的营销方案策略。

关键词：连锁超市，SWOT，营销策略

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ABSTRACT

ABSTRACT

Supermarket as a new retail mode in developing fast in China, and better and better, the already more and more deeply into People's Daily life.Red Flag supermarket chains is With this development the crowd continues to flourish the local Chinese supermarket. However, local supermarket chains started late, compared with the foreign supermarket chains there is a gap. According to the survey analysis found that the red flag supermarket chains are still some problems.

The article described the generation of Red Flag chain supermarket , characteristics and trends on the basis of the use of the basic theory of marketing, marketing environment of the red flag of supermarket chains analyzed, and based on the SWOT analysis to to determine the red chain competitive advantage, competitive weaknesses, opportunities and threats, while identifying its target market and market positioning. Marketing program strategy to arrive at the red flag of supermarket chains.

Key Words: supermarket chains, swot, marketing strategies

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目录

目 录

第1章绪论·······························································································································1 1.1 课题背景······································································································································1 1.1.1连锁超市的概述····················································································································1 1.1.2 设计背景··································································································································1 1.2 设计目的······································································································································2 1.3 设计思路和内容························································································································2 第2章红旗超市市场营销环境分析···························································································3 2.1 宏观环境分析·····························································································································3 2.1.1经济环境分析·························································································································3 2.1.2技术环境分析·························································································································3 2.2内部环境分析······························································································································3 2.3红旗超市SWOT分析··················································································································4 2.3.1优势分析···································································································································4 2.3.2劣势分析···································································································································5 2.3.3机会分析···································································································································6 2.3.4威胁分析···································································································································6 第3章目标市场的确定···················································································································7 3.1市场细分········································································································································7 3.2市场定位········································································································································8 第4章红旗连锁营销方案设计·····································································································9 4.1产品策略········································································································································9 4.1.1产品种类的扩展····················································································································9 4.1.2季节性生鲜食品及时上市·································································································9 4.1.3创建自有品牌·······················································································································10 4.2价格策略······································································································································10 4.2.1市场对比定价·······················································································································10 4.2.2经营时间变换定价··············································································································10 4.2.3销售赠品定价·······················································································································11 4.3促销策略······································································································································11 4.3.1广告促销·································································································································11

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目录

4.3.2人员促销·································································································································11 4.3.3新品上市特色促销··············································································································11 4.3.4网上商城促销·······················································································································12 结论·······················································································································································13 参考文献··············································································································································14 致谢·······················································································································································15

IV

第1章 绪论

第1章 绪论

1.1 课题背景

1.1.1 连锁超市的概述

连锁超市是指经营同一类别的商品和售后服务的若干超市以一定的形式合并成统一的整体，通过企业外表形象的标准化、经营管理活动的专业化、组织人事规范化以及内部管理手段的现代化，做到使复杂的商业活动实现相对的简单化，从而达到规模效应。连锁超市在价格体系上实行低价格、低利润、高周转经营;在销售方式上采取开架售货，顾客自选的方式，是适应大量消费、大量销售、大量流通的新型零售流通手段。这正是促进零售商业和流通机构。现代化、体系化的“流通革命”。

连锁超市优势：统一形象；统一采购；统一价格；统一管理；统一销售；统一服务。

随着人民生活水平的提高，人们的消费观念也日益发生着变化。效率高、规模化、购物环境舒适的超级市场也越来越受到消费者的青睐。连锁超市在中国出现已有十多年的历史，从1994年发展至今，中国连锁超市的年平均增长速度在70%左右，闭关在迅速向大中城市蔓延，新增店铺数量也在直线猛增。在商务部公布的2006年上半年连锁企业30强的名单中，连锁超市仍占据主导地位。在2005年前30强连锁企业中，超市的销售额与2004年同期相比增长了19.4%，占30家企业总销售额的45.2%，店铺数增长了17.6%。今年来连锁超市销售额一直不断增长，连锁超市已名副其实成为了零售业的主流业态[1]。 1.1.2 设计背景

在中国，超级市场被引入始于1978年，当时称作自选商场，1983年1月3日，中国第一家超级市场在北京市海淀区开业，那时购买者几乎都是外国人。而今天，人们去超市购物已经成为生活中不可缺少的部分。红旗连锁超市作为四川商业企业最大规模10强之一，具有鲜明的超市特征。红旗连锁创建于2000年6月22日。2010年6月9日，整体变更为成都红旗连锁股份有限公司。公司已发展成为中国西部地区最具规模的以连锁经营、物流配送、电子商务为一体的商业连锁企业。目前在四川省内已开设1200余家连锁超市，就业员工1.3万人，年上缴税收及社会保险超2.6亿元；拥有三座现代化的物流配送中心；与上千家供货商建立了良好的互利双赢的商业合作关系。2002年“红旗”商标经国家工商

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第3章 目标市场的确定

第3章 目标市场的确定

3.1 市场细分

不同收入水平、不同年龄的消费者，有着不同的购物习惯和消费需求： 1.高收入消费群的消费行为

品牌偏好明显，受文化诉求的影响大于价格上的诱惑。高收入群体多为高学历、高品位、高消费需求的“三高”消费群体，购买数量较大，购买频次较少。购物的期望值较高。由于高收入的人群是有一定社会地位及高品味的人，受其影响，在购物时就期望超市能给予其特殊的关照，即希望得到满意的服务。

2. 低收入消费群的消费行为

低收入群体由于自身的现实状况，所以首先注重的是产品的价格。尤其是对我们学生，还没有自己的收入，生活中总是在乎花钱多少，极力地节省开支。再者，对下岗职工而言，在这方面表现得尤为突出。用最少的支出满足尽可能多的消费需求是他们最为“奢侈”的消费愿望。该类人群还有一个购物特点，购物数量多，购物频次多。基本上低收入人群，生活很有规律，每天基本上是按时起、按时睡，按时买东西等。他们单次购物的数额很小，但是购物频次很多。

3.根据调查，红旗超市的消费者年龄分布如图3-1所示：

图3-1红旗超市的消费者的年龄分布比例

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电子科技大学成都学院专科课程设计

由上图可看出，红旗超市消费者的年龄多数在21~50岁之间，这年龄段的人基本上都是有能力消费的群体，他们之中大部分人为家庭主妇，也是红旗超市的主要目标顾客。他们的购物习惯及需求主要偏向日常随性购买家庭所需用品，因为近便而选择红旗连锁。

3.2 市场定位

红旗连锁以“红旗连锁——您的好邻居”为市场定位，把企业经营商品定位于普通百姓的日常生活用品消费上，在连锁店的布局、规模上，突出“便民”特点，开设中小型超市，选择以成都为中心，以川内地级市为主线辐射全川的撒网式布点的营销策略。开店前，对周边环境和消费需求作周密考察，找准市场空间，在短时间内迅速提高市场占有率。通过十一年时间的具体实践，形成了以贴近社区及高校等中小型便民超市为主的经营模式。

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第4章 红旗超市营销方案设计

第4章 红旗连锁营销方案设计

4.1 产品策略

4.1.1 产品种类的扩展

红旗连锁目前经营的商品品种超过25000个，与3000多家供应商合作，拥有多种名牌商品地区总经销权，特别是四川名优土特产。虽然红旗连锁的商品琳琅满目，但本组成员在对消费者心中红旗连锁的商品是否全面做的调查中，得出图4-1数据：

图4-1 红旗连锁的商品是否全面的调查统计

其中只有10%的人觉得红旗连锁的商品很全面，认为不全面的占有60%，这数据说明红旗连锁的产品种类还有待增多，才能更好的吸引更多的消费者。产品线的选择要广度宽、深度适中。产品门类多，品种覆盖度高，满足消费者“一站式”的需求。每个产品种类下包含的单品数量大、样式全、品牌多才方便不同层次消费者的选择。但产品的深度不宜过深，花色也不宜过多，那样会增加消费者的挑选难度也不利于超市的管理。所以在产品种类的扩展上采购人员要把控好市场，精选品牌，才能更好的扩展产品的种类。 4.1.2 季节性生鲜食品及时上市

红旗连锁将农民朋友种植的西瓜、苹果、蜜柚、脐橙、桔子、核桃、花生等

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电子科技大学成都学院专科课程设计

直接进入红旗连锁部分分店销售，虽然比许多便利店、中小型连锁超市要多出一系列产品销售，但它能让季节性产品及时上市，那样会更好的拓展其市场。季节性产品不止水果干果类，还包括蔬菜等生鲜食品。当红旗连锁将季节性产品及时在店面销售，保证货源的新鲜度、品种和供应量，利用超市良好的购物环境、便利的交通条件，抓住现代消费者图安全又方便的消费心理，超市将增加不少客源，提高营业额。 4.1.3 创建自有品牌

自有品牌是指零售企业从设计、原料、生产、到经销全程控制的产品，由零售企业指定的供应商生产，贴有零售企业品牌，在自己的卖场进行销售。红旗连锁有了自产自销商品，会省去许多中间环节，使用自有品牌的商品可以少支付广告费，进行大批量生产、销售，可以取得规模效益，降低商品的销售成本[7]。

4.2 价格策略

价格是影响消费者购买行为的重要因素，因而合理的价格策略是红旗连锁超市成功的关键。 4.2.1 市场对比定价

对于销售量大，周转速度快的一些日常用品，红旗连锁应在进行市场调查的基础上，参照竞争对手的定价，尽量等于或小于该种商品的平均市场价格。目前消费者反映红旗连锁多数产品价格跟市场价格相比还是偏高，为此，在不损坏超市利益的情况下进行薄利多销，在消费者心目中树立物美价廉的形象[8]。 4.2.2 经营时间变换定价

红旗连锁的部分店面实施24小时营业，在这些24小时营业的分店中可以根据经营时间不同而采取不同定价策略。在晚上凌晨到早上6:00，这时间段里超市部分商品的价格可以调高，比如方便面、香烟、饮料、计生用品等产品。因为在晚上，大多数商店没有营业，许多消费者在夜晚出行急需某样东西时他们一般不会在意此商品的价格，只要价格跟平时价格浮动不太大就可以。到了早晨6:00以后恢复到平日各连锁店的统一价格即可。

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第4章 红旗超市营销方案设计

4.2.3 销售赠品定价

对于利润较高的产品品种，可以采用销售赠品的定价策略。即向消费者免费赠送或购买达到一定金额时可获得赠送礼品的方法。跟人人乐，家乐福相比，红旗连锁在这方面稍微差点。红旗连锁亦可自己生产低成本赠品或者向供应商索取更多赠品来刺激高利润商品的销售[9]。

4.3 促销策略

促销是超市的一项重要工作，促销成功与否决定超市的成败，尤其是在消费者拥有更多选择、零售业竞争日趋激烈的今天。 4.3.1 广告促销

广告是众多企业常用的促销策略之一。红旗连锁可根据促销预算，在商品或超市整体促销期间利用报纸、宣传册、公交路牌等具有强烈宣传影响力的媒介打广告，以此吸引顾客的注意。同时，红旗连锁可投放一些大型的宣传企业文化又具有创意的广告于公交车身、移动传媒、电视媒体上，使顾客更加深入了解红旗连锁，提升企业好形象。 4.3.2 人员促销

促销人员是产品的形象，亦是超市的形象。在选择人员促销时，不能以随便用人的态度去选择。选择不当既影响了超市的形象又浪费了财力。所以超市在选择促销人员时一定要严格筛选。促销人员要有良好的素质，热情的态度，健康的心态以及符合产品所需的形象。不仅能对产品各项性能了如指掌，还得有一定的销售能力，才能带给企业更好的盈利[10]。 4.3.3 新品上市特色促销

当新产品上市的时候，是超市进行促销的较好时机。新产品上市，供应商会进行大力促销：打广告、降低价格、送赠品等方式来提高产品的销售量以及让新产品更快更稳地占领市场。于此同时，给超市也带来了便利。超市借着供应商的大力宣传，可在顾客购买此产品的同时给于优惠，如可以加倍积分；可以获得红旗连锁的优惠券；可以参加红旗超市的抽奖等活动。如此供应商的促销加上红旗连锁的特色促销，新产品必将销量大增。而红旗连锁可与供应商达成销量返点以及承认在进行促销时的所有支出。这样的特色促销，给红旗连锁带来的利润是相

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电子科技大学成都学院专科毕业设计论文

当可观的。 4.3.4 网上商城促销

在电子商务日益发达的今日，红旗连锁已经开拓了网上商城。红旗连锁在网上商城上开展促销，利用店面多的优势，提供网上下单，凭顾客资料到附近实体店提取商品，或提供快递送货上门服务。红旗连锁应制定关于网上下单顾客自取或者送货上门的详细方案，使其利益互不影响。如：顾客在网上下单的产品价格必定低于各个连锁店平时出售的价格；顾客到店里自取商品，也可选择快递送货上门，但要支付一定的服务费或达到一定的购买金额等。网上商城的促销开拓了红旗连锁电子商务的宽阔道路，使红旗连锁进行多元化发展，也将迎来另一个销售市场的辉煌。

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结论

结论

本文以红旗连锁超市为研究对象，从连锁超市的产生、特征和发展趋势入手，明确了主要研究对象及概念。对红旗连锁目前的市场营销环境，包括经济环境、技术环境和企业内部环境进行了分析，也通过SW0T分析，明确得出红旗连锁的优势有形象好、服务设施较为齐全、连锁门店多和开展社区影院，而红旗连锁的劣势则在于它的价格优势低、员工整体素质不高。红旗连锁的市场空间较大有很好的发展机会，但也同样面临外资进入带来的威胁。红旗连锁以“红旗连锁——您的好邻居”为市场定位，以家庭主妇为主要目标顾客。本文通过以上内容的分析总结，得出了适合红旗连锁的营销方案，从产品、价格、供应链、促销这四方面进行了具体的方案策划。希望本文的内容对红旗连锁的发展有所帮助，使其不断壮大，蒸蒸日上。

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参考文献

参考文献

[1]顾建国.超级市场营销管理.上海:上海立信会计出版社,2003

[2]唐敏，何为，我国超市发展中存在的问题及对策[J]，经济问题探索,2003 [3]菲利普·科特勒. 市场营销管理[M]. 北京：中国人民大学出版社，2004. [4]迈克尔·波特. 竞争优势[M]. 北京：华夏出版社，2003.

[5]费明胜,赵玉龙.基于SWOT分析的地下超市营销策略研究[J].商业研究,2009,No.290:165 [6]罗琼.我国超市业态研究以及MR超市营销策略的探讨:[研究生学位论文].天津:天津大学 [7]张俊鹏，我国大型连锁超市自有品牌战略研究[D]济南：山东大学,2008 [8]张圣亮.市场营销原理与实务[M].中国科技技术大学出版社，2003

[9]安祥林,师东菊,赵兴艳.谈我国大型连锁超市营销策略[J],物流科技,2007(7):139 [10]徐雄杰，我国中小型超市发展战略研究[D]，长沙：中南大学,2007

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致谢

致谢

本组在确定论文选题后进行了分工讨论，大家拟定了论文大纲确定各自所负责的任务。第1章绪论部分由杨梅负责，包括选题背景、设计目的和内容；第2章和第3章由姚茂民、薛炜进行实地考察以后总结出各项信息与数据，再有魏婷婷进行文字整理；陈满负责第4章营销方案的设计，包括整篇论文的统稿与格式修改。通过大家齐心协力，作出了此篇论文。

本文是在李楠楠老师悉心指导和亲切关怀下，经过我组成员不断的学习和修改完成的。老师严谨的作风，渊博的学识，谦逊的为人，丰富的实践经验，将是我们永远学习的楷模。李老师乐观、正直、朴实的生活态度，令我们深深敬佩。李老师的谆谆教诲，将使我们终生受益。在此，谨致以衷心的感谢和崇高的敬意。

时光匆匆如流水，转眼便是大学毕业时节。离校日期已日趋渐进，毕业论文的完成也随之进入了尾声。从开始进入课题到论文的顺利完成，一直都离不开老师、同学、朋友给我们热情的帮助，在这里请接受我们诚挚的谢意！在此我们向电子科技大学成都学院经管系的所有老师表示衷心的感谢，谢谢你们三年的辛勤栽培，谢谢你们在教学的同时更多的是传授我们做人的道理，谢谢三年里面你们孜孜不倦的教诲，祝愿你们身体健康，工作顺利。

再次真诚地感谢在大学三年期间所有帮助过我们的老师、同学和朋友，祝大家事事顺心！

此致 敬礼！

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