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1、家家乐超市营销策略的研究超市作为20III：纪90年代后半期在我国刚刚兴起的一种新兴零售业态止越来越受到现代人的青睐，并与人们的生活息息相关。连锁超市是当今超市发展的趋势，地位一举迅速跃居为国内零售行业中的主力业态，世纪商业竞争主要是超市零售业的竞争它必然会在未來的发展屮焕发出勃勃生机。但是，随着经济的快速发展，人民生活水平的逐渐提高和超市行业的快速发展，行业内的竞争日益激烈。各人型超市为自身生存与发展家都纷纷引进信息技术，提高内部营运效率，改善组织机构使得竞争已呈现多角化、多层次性。在市场竞争
2、的环境下，大型连锁超市如何寻找市场信息，抓住机遇把握市场，充分发挥白身优势，制定合理，及时相应的营销策略显得特别重要。文章通过分析当前我国超市行业环境，全面把握各个因素，消费者的购买心理及关注消费者需求，寻找自身在发展中存在的问题,提出应在企业内部商品管理、营销管理、成本控制、企业文化制定利于］廿场拓展的营销策略，使其能够在行业屮长期稳定发展。最后针对家家乐超市所存在的营销策略问题提出了几条建议，希望对家家乐超市的发展有所借鉴与参考，同时也希望对我国民族零售业的健康快速发展有所裨益。【关键词】超
3、市零售连锁超市市场竞争营销策AbstractThesupermarketashalfofthenineteennintiesinanewretailFormatinourcountryismoreandmoremodernpeopleofallages,andiscloselyrelatedwithpeople'slife.Chainsupermarketisthesupermarketdevelopmenttrend,positioninonefellswoopquicklyleapttoth
4、eretailindustryisthemainindustry,thebusinesscompetitionfocusesmainlyonthesupermarketretailcompetitionitwillinthefuturedevelopmentofgreatvitality.However,withtherapiddevelopmentofeconomy,therapiddevelopmentofpeople'slivingstandardsgraduallyimproveands
5、upermarketindustry,industrycompetitionisbecomingincreasinglyfierce.Thelargesupermarketfortheirownsurvivalanddevelopmentoffamilyhaveintroducedinformationtechnology,improveinternaloperationalefficiency,improveorganizationmakesthecompetitionhasdiversifi
6、ed,multi-level.Inthecompetitivemarketenvironment,howtolargesupermarketchainsformarketinformation,grasptheopportunitytograspthemarket,givefullplaytotheirownadvantages,establishreasonableistimely,appropriatemarketingstrategiesisparticularlyimportant.Th
7、roughtheanalysisofthecurrentChina'ssupermarketindustryenvironment,acomprehensivegraspofthevariousfactors,thepurchaseofconsumerpsychologyandconsumerdemandattention,findingitsproblemsexistinginthedevelopment,proposedintheinternalcommoditymanagement,mar
8、ketingmanagement,costcontrol,enterprisecultureismadetomarketdevelopmentandmarketingstrategy,makeitintheindustrylong-termstabledevelopment.MarketingstrategyfinallyJiajialesupermarkethasproposedseveralsuggestions,hopetoJiajiaLesupermarkethasreference,b
