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1、近年來(lái)，青島經(jīng)濟(jì)持續(xù)高速發(fā)展。零售業(yè)在激烈競(jìng)爭(zhēng)中出現(xiàn)的全新連鎖經(jīng)營(yíng)業(yè)態(tài)以具規(guī)模大，成本低的特點(diǎn)，迅速占領(lǐng)零售業(yè)市場(chǎng)。青島連鎖經(jīng)營(yíng)企業(yè)的發(fā)展也同樣呈現(xiàn)著-?種強(qiáng)勁的勢(shì)頭。這種情形下，青島鄉(xiāng)鎮(zhèn)地區(qū)連鎖超市大批涌現(xiàn)出來(lái)，并獲得了穩(wěn)定的發(fā)展。青島鄉(xiāng)鎮(zhèn)連鎖超市如何在鄉(xiāng)鎮(zhèn)復(fù)雜的競(jìng)爭(zhēng)環(huán)境下做出適合的營(yíng)銷(xiāo)策略是木文研究的重點(diǎn)和方向。本文就青島鄉(xiāng)鎮(zhèn)連鎖超市當(dāng)今的發(fā)展情況做了簡(jiǎn)耍分析。本文分別從社會(huì)環(huán)境，農(nóng)村居民消費(fèi)心理和鄉(xiāng)鎮(zhèn)連鎖超市競(jìng)爭(zhēng)環(huán)境三個(gè)方面對(duì)青島鄉(xiāng)鎮(zhèn)連鎖超市的經(jīng)營(yíng)環(huán)境進(jìn)行了分析；從產(chǎn)品，價(jià)格，促銷(xiāo)，分銷(xiāo)四個(gè)營(yíng)銷(xiāo)要素出發(fā)，對(duì)青島鄉(xiāng)鎮(zhèn)連鎖
2、超市的經(jīng)營(yíng)策略進(jìn)行了分析。在基于4Ps營(yíng)銷(xiāo)組合理論的基礎(chǔ)上，結(jié)合實(shí)際分析了青島鄉(xiāng)鎮(zhèn)連鎖超市如何通過(guò)經(jīng)營(yíng)策略的實(shí)施和應(yīng)用，成功獲得鄉(xiāng)鎮(zhèn)零售業(yè)競(jìng)爭(zhēng)環(huán)境復(fù)雜情況下的競(jìng)爭(zhēng)優(yōu)勢(shì)，并獲得穩(wěn)定快速的發(fā)展。希望木文的分析研究能對(duì)當(dāng)前快速發(fā)展的鄉(xiāng)鎮(zhèn)連鎖零售業(yè)略有一定的參考價(jià)值和積極意義。關(guān)鍵字：連鎖超市消費(fèi)心理營(yíng)銷(xiāo)組合AbstractInrecentyears,sustainedandrapideconomicdevelopmentofQingdao.Appearedinahighlycompetitiveretailindustryanew
3、chainofbusinessconditionsforitslargescale,lowcost,rapidoccupationoftheretailmarket.ThedevelopmentofchainenterprisesinQingdaoisalsopresentedwithastrongmomentum.Thiscase,alargesupermarketinQingdaoruralareascometothefore,andaccesstoastabledevelopment.Qingdaohowsuperma
4、rketchainsinthetownshipcomplexcompetitiveenvironmenttomaketherightmarketingstrategyisthefocusanddirectionofthispaper.ThistownsupermarketinQingdaotodayforthedevelopmentofabriefanalysis.Thispaperfromthesocialenvironment,ruralresidentsandruralconsumerpsychologysuperma
5、rketchainsonthreeaspectsofthecompetitiveenvironmentinQingdaoTownshipsupermarketchainanalysisofthebusinessenvironment;fromproduct,price,promotion,distribution,marketingelementsofthefourstartingtownofQingdaochainSupermarketbusinessstrategyisanalyzed.4Psofmarketing-ba
6、sedtheory,basedontherealitiesofruralsupermarketinQingdaohowtheimplementationandapplicationofbusinessstrategy,competitiveenvironment,successfultownretailcomplexincaseofcompetitiveadvantage,andastableandrapiddevelopment.Hopethatanalysisofthisarticlecanbefast-growingt
7、ownsonthecurrentretailchainofsomereferencevalueandaslightlypositive.Keywords:TownshipsupermarketchainsBusinessenvironmentConsumerPsychology4Ps目錄摘要IAbstractII目錄III第一章連鎖經(jīng)營(yíng)本質(zhì)涵義1第二章青島市連鎖經(jīng)營(yíng)發(fā)展概述22」青島市連鎖經(jīng)營(yíng)發(fā)展22.2青島鄉(xiāng)鎮(zhèn)連鎖經(jīng)營(yíng)發(fā)展3第三章青島市鄉(xiāng)鎮(zhèn)連鎖超市經(jīng)營(yíng)環(huán)境分析53」青島市鄉(xiāng)鎮(zhèn)社會(huì)環(huán)境分析53.2青島市鄉(xiāng)鎮(zhèn)居民消費(fèi)心理分析6
8、3.3青島市鄉(xiāng)鎮(zhèn)連鎖超市競(jìng)爭(zhēng)環(huán)境分析7第四章青島市鄉(xiāng)鎮(zhèn)連鎖超市經(jīng)營(yíng)策略分析94」產(chǎn)品策略分析94.2價(jià)格策略分析104.2.1參照定價(jià)法114.2.2加成定價(jià)法114.2.3折扌II定價(jià)法114.2.4特賣(mài)商品定價(jià)法124.3促銷(xiāo)策略分析124.3.1會(huì)員制促俏124.3.2折扣促銷(xiāo)134
