MBA学位论文
作者：张蕾
XL连锁超市线上线下整合营销策略研究
XL连锁超市线上线下整合营销策略研究
中文摘要
连锁超市作为居民的生活保障渠道，在零售乃至日常生活中扮演着非常重要
的角色，但是随着近年互联网行业的蓬勃发展，零售环境的变化、人们购物习惯
也发生了改变，连锁超市这位曾经的主角面临着新起之秀线上超市的挑战。但“互
联网+”时代在给传统连锁超市提出了巨大挑战的同时，也提供了全新的发展契
机。企业如何抓住机会,在激烈的市场竞争中站稳脚跟；怎样利用线上超市所形
成的流量优势来填补线下超市流量的不足；怎样利用线下购物的可触体验来填补
线上超市体验的不足,以及怎样实现线上线下融合经营发展，这不仅是 XL连锁超
市所存在的难题，同时也是其他四五线上城市连锁超市所关心的焦点。
本文以 XL连锁超市为例，首先分析了目前新零售时代下的零售环境背景，
然后结合网络营销等相关理论，通过访谈及问卷调查，发现并分析了 XL连锁超
市目前所存在的一些营销问题，例如产品方面的自有品牌开发力度不足；价格方
面的给消费者形成了价格偏高的固有印象；促销方面的方式老旧、促销效果差；
环境方面便利设施少；服务方面销售人员对产品了解不全，服务态度较差；线上
超市发展较落后等。针对上述问题，结合 STP理论和 7Ps营销理论，针对性的提
出线上线下融合发展的线上线下整合营销策略，例如对自有品牌的发展策略，对
价格的差异化策略，对促销渠道的重新选择，对线上超市的优化策略，对服务的
提升策略等。为保证策略的落地实施，从企业文化、组织机构和人力资源和技术
支持方面提出保障措施。
本文的研究，不仅为 XL连锁超市应对互联网冲击提供参考，同时对其他中
小型连锁超市开展线上线下整合营销也具有参考价值。
关键词：连锁超市；线上线下整合营销；策略研究
I
MBA学位论文
作者：张蕾
XL连锁超市线上线下整合营销策略研究
STUDY ON ONLINE AND OFFLINE INTEGRATION
MARKETING STRATEGY OF XL CHAIN
SUPERMARKET
Abstract
As a guarantee channel for residents, chain supermarkets play a very important
role in retail and even daily life. But with the rise of the Internet, the retail environment
has changed, people’s shopping habits have also changed, chain supermarket, The
former hero of the supermarket chain is facing a challenge from the new online
supermarket. However, the era of "Internet +" not only poses great challenges to
traditional chain supermarkets, but also provides brand-new development opportunities.
How to seize opportunities, stand firm in the intense market competition. How to in
virtue of the flow of online supermarket to offset offline customer shortage. And how to
realize the integration of online and offline operation and development. This is not a
problem of XL chain supermarket, but also a focus of others chain supermarket of
fourth and fifth tier cities.
This article take XL chain supermarket as an example,firstly analyzed the
environmental background of new retail era, combine cyber marketing related theory,
through interviews and questionnaires, discover and analyze some marketing problems
of XL chain supermarket, such as the development of private brands is insufficient;
consumers have been left with the impression of high prices; the promotion method is
old and ineffective, lack of amenities; Salesperson don't know enough about the
product, poor service attitude, Online supermarkets are underdeveloped, etc. point at
above problems, combine STP theory and 7Ps marketing theory, put forward targeted
online and offline integration marketing strategy, such as private brand development
strategy;pricedifferentiationstrategy;re-selectpromotionalchannels;Online
supermarket optimization strategy; service enhancement strategy, etc. To ensure the
implementation of the strategy, put forward supporting measure from enterprise culture,
institutional framework, human resource, technical support those aspects.
The study of this article, provides reference for XL supermarket to deal with
online supermarket shock, also has reference value for other small and medium-sized
chain supermarket for develop online and offline marketing.
Keywords: Chain supermarket; Online and offline integration marketing;
Strategy research
II
MBA学位论文
作者：张蕾
XL连锁超市线上线下整合营销策略研究
目录
中文摘要....... I
Abstract...... II
目录.......III
第一章绪论..........1
1.1研究背景与研究意义.......1
1.1.1研究背景......1
1.1.2研究意义......4
1.2.研究内容与思路..........5
1.2.1研究内容......5
1.2.2研究思路及技术路线图........6
1.3研究方法与工具...........8
1.3.1研究方法......8
1.3.2研究工具......8
第二章相关理论概述........10
2.1关键概念界定............10
2.1.1连锁超市及超市类别.........10
2.1.2线上线下整合营销...........11
2.1.3新零售.......11
2.1.4 O2O模式............12
2.2相关理论概述............13
2.2.1 STP理论............13
2.2.2 7Ps营销理论........14
2.2.3网络营销理论........15
2.2.4消费者购买决策理论.........15
2.3国内外相关研究现状......16
III