鄭州市大型超市生鮮區(qū)經(jīng)營策略研究-畢業(yè)論(已修改)
2025-06-23 10:23 本頁面
【正文】 畢業(yè)論文 鄭州市大型超市生鮮區(qū)經(jīng)營策略研究 學 院 ： 專 業(yè) ： 學 號 ： 姓 名 ： 指導教師 ： 成 績 ： 提交時間 ： 摘 要 伴隨著眾多實力雄厚的國內(nèi)外零售商的進一步擴張，零售業(yè)的競爭已日趨白熱化，而鄭州作為河南的省會城市，不僅是古代兵家必爭之地，而且也是當前“中部崛起的橋頭堡之一”，因此把其作為研究對象也許更具有一定的實際代表價值 。從 2021 年起時至今日，鄭州的零售業(yè)已經(jīng)開始處于市場格局重新調(diào)整的關(guān)鍵時期，而作為差異化競爭主要關(guān)鍵點之一的生鮮經(jīng)營，在超市經(jīng)營中的作用將進一步凸現(xiàn)，開設(shè)生鮮經(jīng)營不僅僅能吸引定期、長期的客源，使顧客養(yǎng)成定點購物的習慣，而且其順手消費的金額往往超過生鮮的價錢許多，從而帶動整個超市商品的銷售額，因此甚至有人斷言 ： “得生鮮者得天下” ,但在實際操作中一旦上馬，卻又問題重重 ： 或生鮮經(jīng)營的整體形象和效果不盡如人意，達不到集客預期 。或投入產(chǎn)出比相差懸殊，入不敷出 ?；蛏r商品損耗量大，管理控制難。透過這些現(xiàn)象作進一步考察 ，可以看到一些企業(yè)生鮮區(qū)的經(jīng)營管理中存在共性問題。這些問題既制約著生鮮經(jīng)營的發(fā)展，同時也從一個側(cè)面折射出企業(yè)整體管理的水平。本文據(jù)此立意，從鄭州大型超市生鮮區(qū)的經(jīng)營現(xiàn)狀入手，以家樂福北環(huán)店與本地各大大型超市的生鮮區(qū)經(jīng)營對比做研究，較為深入的分析家樂福的差異化生鮮特色經(jīng)營，并以生鮮區(qū)的布局具體細節(jié)研究作為切入點，進而尋求適合鄭州本地生鮮零售的最佳模式，以期獲得應有的研究價值。 關(guān)鍵詞 鄭州市 /大型超市 /生鮮經(jīng)營 /策略 Abstract With the further expansion of strength of many domestic and foreign retailers, retail petition has bee increasingly heated, and Zhengzhou as the capital city of Henan Province, is not only the ancient military a hotly contested spot, but also the rise of central China bridgehead, therefore the one as the object of study may be more practical to represent certain value. From 2021 till now, the key period has been in the retail industry in Zhengzhou at the beginning of market structure readjustment, and as one of the key points of difference petition fresh business in supermarket, the role will be further high lighted, offering fresh business notonly to attract regular, longterm customers, so that customers have designated shopping habits, but the easy consumption amount often exceed the price of a lot of fresh, and drive the whole supermarket sales of goods, so some people even asserted that： a fresh person in the world, but in actual operation, once launched, but many problems： the overall image and effect or fresh business not just as one wishes, not up to set off the expected。 orthe inputoutput ratio difference, run behind one39。s expenses。 or fresh goodsloss, management is difficult to control. Through these phenomena furtherinvestigation, we can see that there is some mon problems of enterpriseman agement in the fresh area. These problems not only restrict the development of fresh business, but also reflects from one side of the enterprise whole management level. This paper starts with the conception, operation status of Zhengzhou large supermarket area, operating in contrast fresh area Carrefour stores north central and local each big supermarket to do research,more indepth analysis of Carrefour difference fresh operating characteristics, and to study the layout of the specific details of fresh area as a starting point,and then look for the best mode Zhengzhou local fresh produce retailing, in order to obtain the value of the. Keywords Zhengzhou city / supermarket / fresh business / strategy 4 目 錄 一、鄭州市大型超市生鮮經(jīng)營的現(xiàn)狀 ..................................... 1 二、導致經(jīng)營現(xiàn)狀問題出現(xiàn)的因素 ....................................... 7 （一）生鮮區(qū)的經(jīng)營模式不清晰 ...................................... 7 （二）生鮮區(qū)“鮮”度管理難度大 .................................... 7 （三）供應鏈體系不健全 ............................................ 8 （四）人員管理不到位 .............
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