资源描述:
《郑州市大型超市生鲜区经营策略研究》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、.毕业论文郑州市大型超市生鲜区经营策略研究学院:专业:学号:姓名:指导教师:成绩:提交时间:...摘要伴随着众多实力雄厚的国内外零售商的进一步扩张,零售业的竞争已日趋白热化,而郑州作为河南的省会城市,不仅是古代兵家必争之地,而且也是当前“中部崛起的桥头堡之一”,因此把其作为研究对象也许更具有一定的实际代表价值。从2006年起时至今日,郑州的零售业已经开始处于市场格局重新调整的关键时期,而作为差异化竞争主要关键点之一的生鲜经营,在超市经营中的作用将进一步凸现,开设生鲜经营不仅仅能吸引定期、长期的客源,使顾客养成定点购物的习惯
2、,而且其顺手消费的金额往往超过生鲜的价钱许多,从而带动整个超市商品的销售额,因此甚至有人断言:“得生鲜者得天下”,但在实际操作中一旦上马,却又问题重重:或生鲜经营的整体形象和效果不尽如人意,达不到集客预期;或投入产出比相差悬殊,入不敷出;或生鲜商品损耗量大,管理控制难。透过这些现象作进一步考察,可以看到一些企业生鲜区的经营管理中存在共性问题。这些问题既制约着生鲜经营的发展,同时也从一个侧面折射出企业整体管理的水平。本文据此立意,从郑州大型超市生鲜区的经营现状入手,以家乐福北环店与本地各大大型超市的生鲜区经营对比做研究,较为
3、深入的分析家乐福的差异化生鲜特色经营,并以生鲜区的布局具体细节研究作为切入点,进而寻求适合郑州本地生鲜零售的最佳模式,以期获得应有的研究价值。关键词郑州市/大型超市/生鲜经营/策略...AbstractWiththefurther expansionof strengthofmany domesticandforeign retailers,retailcompetition hasbecomeincreasinglyheated, andZhengzhou asthecapitalcityofHenanProvince,
4、 isnotonlythe ancientmilitary ahotlycontestedspot, butalsothe "riseofcentralChina bridgehead, therefore the one" astheobjectofstudy maybemore practical torepresentcertain value. From2006 tillnow, thekey periodhasbeen intheretailindustryinZhengzhou atthebeginningof
5、marketstructure readjustment, andas oneofthe key pointsof differencecompetition freshbusiness insupermarket, the rolewillbe furtherhighlighted,offering freshbusiness notonlyto attract regular, long-term customers, sothatcustomers have designated shoppinghabits, bu
6、t the easy consumptionamountoftenexceed thepriceof alot offresh, anddrivethewhole supermarket salesofgoods, so somepeopleeven assertedthat: "a fresh personintheworld", butinactualoperation, once launched, but manyproblems: theoverallimageandeffector freshbusiness
7、not justasonewishes, notupto setoff theexpected; ortheinput-outputratio difference, runbehindone'sexpenses; or freshgoodsloss, management isdifficulttocontrol. Throughthese phenomenafurtherinvestigation, wecanseethatthereis some commonproblems ofenterprisemanageme
8、nt inthe fresh area. Theseproblemsnotonly restrictthedevelopment offreshbusiness, butalso reflectsfromonesideof theenterprisewholemanagement level. This