大連新瑪特超市的營銷策略創(chuàng)新研究（research on marketing strategy innovation of rt-mart supermarket chain）

1、i目錄摘要（中文）........................................................I摘要（英文）.......................................................II緒論................................................................11市場營銷策略概述...............

2、...................................11.1市場營銷策略的概念...........................................11.2市場營銷策略的內容...........................................21.2.1產(chǎn)品策略...............................................21.2.2價格策略......

3、.........................................21.2.3促銷策略...............................................31.2.4分銷策略...............................................32國內連鎖超市的發(fā)展狀況及營銷策略實施概況..........................42.1國內連鎖超市的發(fā)展現(xiàn)狀..

4、.....................................42.1.1連鎖超市發(fā)展迅速.......................................42.1.2規(guī)模效益日趨顯現(xiàn).......................................42.1.3管理水平與國際零售業(yè)差距較大...........................42.1.4成本高、利潤低.................

5、........................52.1.5外資企業(yè)市場份額較大...................................52.2國內連鎖超市營銷策略實施概況.................................52.2.1營銷手段單一...........................................62.2.2營銷觀念滯后...........................

6、................62.2.3目標市場定位不明確.....................................62.2.4廣告和促銷不規(guī)范.......................................62.2.5服務理念淡薄...........................................73大連新瑪特超市簡介及其SWOT分析.........................

7、..........73.1大連新瑪特超市簡介...........................................73.2大連新瑪特超市的SWOT分析....................................83.2.1優(yōu)勢（Strength）.......................................83.2.2劣勢（Weakness）.........................

8、..............83.2.3機會（Opptunity）....................................93.2.4威脅（Threat）.........................................94大連新瑪特超市營銷策略創(chuàng)新.......................................104.1產(chǎn)品策略...............................

9、.....................104.1.1市場定位..............................................10iii5.2.1完善信息系統(tǒng)..........................................225.2.2優(yōu)化供應鏈............................................235.2.3增強服務意識...............

10、...........................235.2.4規(guī)范企業(yè)文化..........................................235.2.5加強人才管理..........................................245.2.6打造自有品牌..........................................24結論........................