安徽理工大学毕业论文PAGEII目录TOC\o"1-3"\u摘要（中文）PAGEREF_Toc326693202\hI摘要（英文）PAGEREF_Toc326693203\hII绪论PAGEREF_Toc326693204\h11市场营销策略概述PAGEREF_Toc326693205\h11.1市场营销策略的概念PAGEREF_Toc326693206\h11.2市场营销策略的内容PAGEREF_Toc326693207\h21.2.1产品策略PAGEREF_Toc326693208\h21.2.2价格策略PAGEREF_Toc326693209\h21.2.3促销策略PAGEREF_Toc326693210\h31.2.4分销策略PAGEREF_Toc326693211\h32国内连锁超市的发展状况及营销策略实施概况PAGEREF_Toc326693212\h42.1国内连锁超市的发展现状PAGEREF_Toc326693213\h42.1.1连锁超市发展迅速PAGEREF_Toc326693214\h42.1.2规模效益日趋显现PAGEREF_Toc326693215\h42.1.3管理水平与国际零售业差距较大PAGEREF_Toc326693216\h42.1.4成本高、利润低PAGEREF_Toc326693217\h52.1.5外资企业市场份额较大PAGEREF_Toc326693218\h52.2国内连锁超市营销策略实施概况PAGEREF_Toc326693219\h52.2.1营销手段单一PAGEREF_Toc326693220\h62.2.2营销观念滞后PAGEREF_Toc326693221\h62.2.3目标市场定位不明确PAGEREF_Toc326693222\h62.2.4广告和促销不规范PAGEREF_Toc326693223\h62.2.5服务理念淡薄PAGEREF_Toc326693224\h73大润发连锁超市简介及其SWOT分析PAGEREF_Toc326693225\h73.1大润发连锁超市简介PAGEREF_Toc326693226\h73.2大润发连锁超市的SWOT分析PAGEREF_Toc326693227\h83.2.1优势（Strength）PAGEREF_Toc326693228\h83.2.2劣势（Weakness）PAGEREF_Toc326693229\h83.2.3机会（Opportunity）PAGEREF_Toc326693230\h93.2.4威胁（Threat）PAGEREF_Toc326693231\h94大润发连锁超市营销策略创新PAGEREF_Toc326693232\h104.1产品策略PAGEREF_Toc326693233\h104.1.1市场定位PAGEREF_Toc326693234\h104.1.2商品品种PAGEREF_Toc326693235\h104.1.3商品经营理念PAGEREF_Toc326693236\h104.1.4合理的商品结构PAGEREF_Toc326693237\h114.1.5商品布局和陈列PAGEREF_Toc326693238\h114.1.6拥有自有品牌“大拇指”PAGEREF_Toc326693239\h124.2价格策略PAGEREF_Toc326693240\h134.2.1长期低价策略PAGEREF_Toc326693241\h134.2.2折扣定价策略PAGEREF_Toc326693242\h134.2.3特卖商品定价策略PAGEREF_Toc326693243\h144.3促销策略PAGEREF_Toc326693244\h144.3.1人员促销PAGEREF_Toc326693245\h144.3.2广告促销PAGEREF_Toc326693246\h154.3.3营业推广PAGEREF_Toc326693247\h154.3.4公共关系PAGEREF_Toc326693248\h164.4渠道策略PAGEREF_Toc326693249\h164.4.1与供应商的合作PAGEREF_Toc32669