大連新瑪特超市的營(yíng)銷策略創(chuàng)新研究（research on marketing strategy innovation of rt-mart supermarket chain）

1、i目錄摘要（中文）........................................................I摘要（英文）.......................................................II緒論................................................................11市場(chǎng)營(yíng)銷策略概述...............

2、...................................11.1市場(chǎng)營(yíng)銷策略的概念...........................................11.2市場(chǎng)營(yíng)銷策略的內(nèi)容...........................................21.2.1產(chǎn)品策略...............................................21.2.2價(jià)格策略......

3、.........................................21.2.3促銷策略...............................................31.2.4分銷策略...............................................32國(guó)內(nèi)連鎖超市的發(fā)展?fàn)顩r及營(yíng)銷策略實(shí)施概況..........................42.1國(guó)內(nèi)連鎖超市的發(fā)展現(xiàn)狀..

4、.....................................42.1.1連鎖超市發(fā)展迅速.......................................42.1.2規(guī)模效益日趨顯現(xiàn).......................................42.1.3管理水平與國(guó)際零售業(yè)差距較大...........................42.1.4成本高、利潤(rùn)低.................

5、........................52.1.5外資企業(yè)市場(chǎng)份額較大...................................52.2國(guó)內(nèi)連鎖超市營(yíng)銷策略實(shí)施概況.................................52.2.1營(yíng)銷手段單一...........................................62.2.2營(yíng)銷觀念滯后...........................

6、................62.2.3目標(biāo)市場(chǎng)定位不明確.....................................62.2.4廣告和促銷不規(guī)范.......................................62.2.5服務(wù)理念淡薄...........................................73大連新瑪特超市簡(jiǎn)介及其SWOT分析.........................

7、..........73.1大連新瑪特超市簡(jiǎn)介...........................................73.2大連新瑪特超市的SWOT分析....................................83.2.1優(yōu)勢(shì)（Strength）.......................................83.2.2劣勢(shì)（Weakness）.........................

8、..............83.2.3機(jī)會(huì)（Opptunity）....................................93.2.4威脅（Threat）.........................................94大連新瑪特超市營(yíng)銷策略創(chuàng)新.......................................104.1產(chǎn)品策略...............................

9、.....................104.1.1市場(chǎng)定位..............................................10iii5.2.1完善信息系統(tǒng)..........................................225.2.2優(yōu)化供應(yīng)鏈............................................235.2.3增強(qiáng)服務(wù)意識(shí)...............

10、...........................235.2.4規(guī)范企業(yè)文化..........................................235.2.5加強(qiáng)人才管理..........................................245.2.6打造自有品牌..........................................24結(jié)論........................