中国在 20 世纪 90 年代出现连锁超市，随后连锁超市飞速地发展，特别是在中国加 入 WTO 之后，大型外资连锁超市开始入驻城市，抢占市场，挤压中国本土超市的生存 空间。近几年来，随着电子商务的发展，网上超市更是异军突起，市场份额连年成倍增 长，给实体连锁超市造成巨大的竞争压力。面对行业变化和强势竞争者，地方连锁超市 及时调整营销策略已迫在眉睫。本文以安徽新联华连锁超市为研究对象，研究其市场营 销策略及实施保障，不仅对该企业健康快速发展具有重要现实意义，而且对本土连锁超 市企业也具有重要借鉴意义。 论文总结了相关领域的国内外研究现状，界定了连锁经营、超级市场、连锁超市等 概念，总结了相关理论；通过调查问卷和现场访谈，分析了新联华连锁超市的营销现状， 指出了该企业在产品、价格、促销、渠道、服务营销以及网络营销等策略上存在的问题， 主要有，产品多样性不够、自有品牌开发不足、定价方式僵化、折扣价格模糊不清、促 销宣传不到位、促销产品及方式单一等；通过分析新联华连锁超市的宏观环境、行业环 境以及企业内部条件，指出了该企业具有的优势和劣势以及面临的机会与挑战；针对新 联华连锁超市的生活馆、社区便利店、乡镇门店和乡村加盟店四种不同的经营模式，分 析其细分市场，明确各自的目标市场，分别提出了产品定位、服务定位、价格定位、选 址定位和促销定位；结合新联华连锁超市的经营模式，分别从选址、产品、价格、供应 链管理、促销等方面提出了策略，包括，产异化选址、产异化产品组合、自由品牌开发、 分档定价、会员卡制度、拓展服务领域、优化购物环境等；提出了新联华连锁超市有效 实施营销策略的保障措施。 关 键 词，新联华超市；区域化连锁经营；营销策略 研究类型，专题研究Subject ，Research on the Marketing Strategy of the Xinlianhua Supermarket Specialty ，Master of Business Administration Name ，Zhanghui （Signature） 1 Instructor，Fengtaozhu （Signature） 1 Abstrsct China appeared in the supermarket chain in the 1990s, followed by the rapid development of supermarket chains, especially after China's accession to the WTO, large foreign supermarket chains began to enter the city, seize the market, squeezing the living space of China's local supermarkets. In recent years, with the development of e-commerce, online supermarkets are surging, market share has multiplied over the years, creating a huge competitive pressure on physical supermarket chains. Facing the change of industry and strong competitors, it is urgent for local supermarket chains to adjust their marketing strategies in time. Taking Anhui new Lianhua chain supermarket as the research object, this paper studies its marketing strategy and implementation guarantee, which not only has important practical significance for the healthy and rapid development of the enterprise, but also has important reference significance for the local supermarket chain enterprises. This paper summarizes the research status at home and abroad in related fields, defines the concepts of chain operation, supermarkets, supermarket chains and so on, summarizes the relevant theories, analyzes the current marketing status of the new Lianhua supermarket chain through questionnaires and on-site interviews, and points out the enterprise in products, prices, promotions, channels, The problems existing in the strategy of service marketing and network marketing are as follows: insufficient product diversity, insufficient development of own brand, rigid pricing method, vague discount price, not in place for promotional promotion, single promotion products and methods, etc., by analyzing the macroscopic environment, industry environment and internal conditions of the new Lianhua supermarket chain, This paper points out the advantages and disadvantages of the enterprise and the opportunities and challenges it faces. Aiming at four different business models of the living hall, Community convenience store, township store and rural franchise store of the new Lianhua supermarketchain, this paper analyzes its market segment, clarifies its target market, and puts forward the product positioning, service orientation, price orientation and Site selection location and promotion positioning, combined with the new Lianhua chain supermarket business model, respectively from the site selection, products, prices, supply chain management, promotion and other aspects of the strategy, including: Production alienation site selection, production and alienation product portfolio, free brand development, sub-pricing, membership card system, expand service areas, optimize the shopping environment, etc. , And puts forward the guarantee measures for the effective implementation of marketing strategy in the new Lianhua supermarket chain. Key words， Xinlianhua Supermarket;regionalized chain operation;marketing strategy Thesis ，Thematic research目录 I 目 录 1 绪论..........................................................................................................................................1 1.1 选题背景及研究意义....................................................................................................1 1.1.1 选题背景..............................................................................................................1 1.1.2 研究意义..............................................................................................................2 1.2 国内外研究现状............................................................................................................3 1.2.1 国外研究现状......................................................................................................3 1.2.2 国内研究现状......................................................................................................5 1.2.3 文献评述..............................................................................................................6 1.3 研究方案及思路............................................................................................................6 1.3.1 研究方法..............................................................................................................6 1.3.2 研究内容..............................................................................................................6 1.3.3 研究思路..............................................................................................................7 2 相关概念和理论概述..............................................................................................................9 2.1 相关概念界定................................................................................................................9 2.1.1 连锁经营..............................................................................................................9 2.1.2 超级市场..............................................................................................................9 2.1.3 连锁超市...........................................................................................................10 2.2 理论概述......................................................................................................................10 2.2.1 营销战略理论....................................................................................................10 2.2.2 STP 理论............................................................................................................11 2.2.3 市场营销组合理论............................................................................................12 2.2.4 零售行业相关理论............................................................................................13 2.2.5 连锁超市营销战略............................................................................................14 3 新联华连锁超市营销管理现状及问题分析........................................................................16 3.1 新联华连锁超市简介..................................................................................................16 3.2 新联华连锁超市营销管理现状..................................................................................17 3.3 新联华连锁超市营销管理问题分析..........................................................................19 3.3.1 产品策略方面..............................................