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1、本科毕业论文厦门人人乐超市市场营销策略研究厦门人人乐超市市场营销策略研究［摘要］随着厦门商业模式不断变化更新，原有的商业模式和经营理念越来越受到冲击，新的商业经营模式不断出现，这些新的商业模式屮，超市成为最具活力、最具发展前景的新兴商业力量。人人乐超帀在这种变化多端的商业模式中，发展至今已有三年多了。人人乐超市从刚入厦门湖里区之初的火爆到今天的H趋平淡，虽然冇其自身规模的限制，但更多的是超市的决策者和经营者对超市经营环境的变化缺少了解和分析，同时对口身的情况也缺乏深入的分析和判断，从没有考虑过为本超
2、市的发展制定一整套系统全面的市场营销策略。在三年多的经营中，湖里区人人乐超市面对竞争对手的变化，缺乏心理上的准备，行动上无所适从，明显落后于竞争对手。为使湖里区人人乐超市摆脱困境，在市场竞争中站住脚，就需要超市经营者准确分析人人乐超市所处经营环境的基本情况，并结合自己的实际情况，确定超市经营的目标市场，制定一整套适合口身情况的市场营销策略，指导超市的经营工作。在市场营销策略实施中要全体员工共同努力，使湖里区人人乐超市能够焕发活力，在竞争中得到生存发展。［关键字］厦门市人人乐超市市场环境市场营销营销策
3、略XiamenCityRenrenlesupermarketmarketmarketingstrategy[Abstract]WiththeXiamenbusinessmodelconstantlychangestoupdatetheoriginalbusinessmodelandbusinessphilosophyincreasinglyunderattack,anewbusinessmodelemerginginthesenewbusinessmodels,supermarketsbecomet
4、hemostdynamic,themostpromisingemergingcommercialpower.SupermarketofRenrenleinsuchagreatvarietyofbusinessmodels,developmenthasbeenmorethanthreeyears.RenrenlesupermarkethotfromthebeginningofthefirstenteredXiamenHuliDistricttotoday'sincreasinglydull,altho
5、ughthelimitofitsscale,butmorethelackofunderstandingandanalysisofthedecision-makersandoperatorsofthesupermarketthesupermarketbusinessenvironmentchanges,ownlackofin-depthanalysisandjudgment,fromacomprehensivemarketingstrategytodevelopasetofsystemsnotcons
6、ideredtooorientedsupermarket.Faceofcompetitors,changesinmorethanthreeyearsofoperations,HuliDistrictRenrenlesupermarket,alackofmentalpreparation,actionataloss,significantlylagsbehinditscompetitors.HuliDistrict,everybodylikesthesupermarkettogetridofthepl
7、ightofafootholdinthemarketcompetition,youneedanaccurateanalysisofthesupermarketoperatorseverybodylikesthesupermarketlocatedintheoperatingenvironment,combinedwiththeirownactualsituation,determinethesupermarketbusinesstargetmarket,developasetofmarketings
8、trategiessuitedtotheirowncircumstances,toguidetheworkofthesupermarketbusiness.Intheimplementationofmarketingstrategiestothejointeffortsofallstaff,theHuliDistrictRenrenlesupermarketsvitality,inthesurvivalanddevelopmentofcompetition.[Keyw
