赤峰家家福超市有限公司促销策略分析

论文编号:GS227  论文字数:8090,页数:16

摘    要
 促销是企业营销活动的重要环节，促销策略对于企业提高市场占有率、树立企业形象和培养忠实顾客，都起着重要的作用。本文概述了促销策略的基本概念和构成，并通过对赤峰市家家福超市的环境和该公司促销策略的分析，对家家福超市现有的人员推销、公共关系、广告以及营业推广策略进行了评价。针对家家福超市促销策略中存在的问题和不足，本文提出了完善促销实施过程的管理、组建专业的促销人员、注重公共关系营销以及增加营业推广方式的建议。本文对家家福超市的发展有一定的借鉴作用。
 
关键词：促销；超市；促销组合

The Analysis of the Promotional Strategy of Chifeng Jiajiafu Supermarket Company Limited

Abstract
 Promotion is an important part of marketing activities. Promotional strategy plays an important role in improving corporation’s market share, establishing a corporate image and fostering loyal customers. It outlines the basic concept of promotional strategy, and makes analysis about the staff marketing, public relations, advertising and sales promotion strategy of Chifeng Jiajiafu supermarket through the analysis of the company’s marketing environment and strategy. It proposes the approaches to improve the management of the implementation of the promotion, form professional promotional staff, attach importance to public relations and increase business proposals. It has a reference value to the development of the jiajiafu supermarket. 

Key Words：Promotion；Supermarket；Promotion Mix

目    录
摘    要 I
Abstract II
1促销策略概述 1
1.1促销策略概念 1
1.2促销方式 1
2赤峰家家福超市有限公司营销环境分析 4
2.1宏观环境分析 4
2.1.1人口环境分析 4
2.1.2法律环境分析 4
2.1.3经济环境分析 4
2.2微观环境分析 5
2.2.1消费者分析 5
2.2.2竞争者分析 5
3赤峰家家福超市有限公司促销策略现状分析 6
3.1家家福超市促销组合策略 6
3.1.1人员推销策略 6
3.1.2广告策略 6
3.1.3营业推广策略 6
3.1.4公共关系策略 7
3.2家家福超市促销问题分析 7
3.2.1促销管理不完善 7
3.2.2销售人员促销能力低 7
3.2.3营业推广方式较少 7
3.2.4公共关系营销欠缺 8
4家家福超市促销对策分析 9
4.1完善促销实施过程的管理 9
4.2组建专业的促销人员 9
4.3增加营业推广方式 10
4.4注重公共关系营销 10
参 考 文 献 11
致    谢 12

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