摘要零售业作为近几十年来稳步发展的服务行业，人民生活水平不断提高的同时对生活消费品的需求也在不断升高，所以我国生活消费品零售额近几年都在以亿万元的趋势在上涨，这就体现了零售业发展潜力。连锁超市经营是零售业的一种重要经营模式，已经在零售业的不停发展中逐渐成熟，伴随着中国经济不断发展，我国的连锁超市经营模式也遇到了很多困难。嘉荣超市作为连锁超市经营的一份子，必须解决零售商品质量水平、商品服务品质、线上线下融合加深等问题，嘉荣超市需正确的实施差异化战略以引导其进行正确的市场决策，增强其竞争力。本文把嘉荣超市作为研究对象，差异化战略相关理论作为分析导论，分析嘉荣超市的营销状况，并对嘉荣超市实施差异化战略现状进行梳理分析，指出其进行差异化战略现状中存在的问题，在此问题的基础上挖掘核心要素，对产品、人员、服务、形象差异化等方面提出建议，希望对日后嘉荣超市发展给予帮助，有利于研究企业差异化的特点和规律，为本人以后进行相关的理论研究以及我国零售企业实施差异化战略提供参考。关键词：零售业嘉荣超市差异化战略AbstractAsaserviceindustrythathasbeendevelopingsteadilyinrecentdecades,thepeople'slivingstandardhasbeenimprovingandthedemandforconsumergoodshasbeenincreasing.Therefore,inrecentyears,theretailsalesofconsumergoodsinChinahavebeenincreasingbybillionsofyuan,whichreflectsthedevelopmentpotentialofretailindustry.Chainsupermarketmanagementisanimportantbusinessmodeloftheretailindustry,whichhasgraduallymaturedinthecontinuousdevelopmentoftheretailindustry.WiththecontinuousdevelopmentofChina'seconomy,China'schainsupermarketbusinessmodelhasencounteredmanydifficulties.Asapartofchainsupermarketmanagement,Jiarongsupermarketmustsolvetheproblemssuchasthequalitylevelofretailgoods,thequalityofgoodsandservices,thedeepeningofonlineandofflineintegration,etc.Jiarongsupermarketneedstocorrectlyimplementthedifferentiationstrategytoguideittomakecorrectmarketdecisionsandenhanceitscompetitiveness.ThispapertakesJiarongsupermarketastheresearchobject,thetheoryofdifferentiationstrategyastheintroduction,analyzesthemarketingsituationofJiarongsupermarket,combsandanalyzesthecurrentsituationoftheimplementationofdifferentiationstrategyofJiarongsupermarket,pointsouttheexistingproblemsinthecurrentsituationofdifferentiationstrategy,excavatesthecoreelementsonthebasisofthisproblem,andputsforwardtheproduct,personnel,service,imagedifferentiationandotheraspectsIhopetogivesomehelptothedevelopmentofJiarongsupermarketinthefuture,andhelptostudythecharacteristicsandlawsofenterprisedifferentiation,soastoprovidereferenceformyfuturetheoreticalresearchandtheimplementation