构建促销个性--论建立在超市品牌差异上的促销

^论文编号:GS014  字数:21753.页数:33
摘要：
现今众多超市在面对数量众多，种类丰富的超市行业、相关业态时，如何在竞争激烈的市场中谋取自身的生存空间？超市的迅猛发展，淹没了超市的品牌个性，如何在众多经营类似商品的同行中突现自身的个性，从而在消费者心目中形成独特的品牌形象，拥有自己稳定的顾客群，为超市的未来发展开辟平坦的道路？这些是所有超市经营者在思考的问题。
如何建立独特的超市品牌的同时增加营业额呢，关键在于运用促销这一有效方法，促销：超市所说的促销指针对性地运用各种积极的促进方式，吸引既有顾客和潜在顾客，进而刺激购买需求，以推动卖场各类商品的销售。超市促销活动主要包括人员销售、广告宣传以及其他相关的促销活动，如外送服务、免费停车、使用折扣等。同时更重要的是，要构建促销个性。本文将通过对超市的实际调查所得到的结果来揭示个性促销与超市品牌之间的关系以及个性促销的实际应用。

关键词：
超市，促销个性，品牌, 差异性。

Abstract
Nowadays, facing large quantity and abundant supermarket trade and relevant industry, how do many supermarkets find one’s own living space in the keen competition market? The swift and violent development of supermarket floods the brand characteristic of supermarket. How do supermarkets represent own characteristic in the same trade which managing similar products, and form the unique brand image in consumer's mind, own itself customer group, open up the smooth way for future development of supermarkets? These are the questions that operators of supermarkets are thinking about.
How to build a unique supermarket brand and increase the trade volume simultaneously? The key to this question is applying an effective method of sales promotion. The definition of promotion for supermarkets is to apply various active promote way to attract customers and potential customers, which can simulate demands of purchasing and improving sales of different kinds of products in supermarkets. The promotion activities of supermarkets contain personal sales, advertising and other relevant activities, such as outdoors delivery, free park, discount, etc. And what is more important is to build characteristic of promotion.
This paper is to reveal the relations between characteristic promotion and supermarket brands as well as the practical application of characteristic promotion through the actual research towards supermarkets.
Key words:
Supermarket,The Individuality of Sales Promotion,Brand,Otherness

摘要  1
Abstract  1
绪论：超市的现状以及现代超市的细分   2
一、《中国零售业态分类标准》将超市细分为  3
第一章中国各大超市品牌现状  5
一、国内外主要连锁超市巨头在中国发展慨况  6
第二章建构超市个性促销论点的提出与阐述  9
第三章超市如何进行个性促销  11
一、消费者管理与个性促销  11
二、卖点特色与个性促销  17
三、公共关系与个性促销  24
第四章不同超市形态的独特个性促销   26
一、连锁便利的服务性的促销  27
二、中型超市的“新鲜”促销  29
三、大型超市、卖场的廉价性的促销  31
总结  31
致谢  31
参考文献  32

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