農(nóng)村連鎖超市成功營(yíng)銷的關(guān)鍵因素研究來自杭州市的調(diào)查畢業(yè)設(shè)計(jì)(doc畢業(yè)設(shè)計(jì)論文)(已修改)
2025-07-04 13:38 本頁(yè)面
【正文】 農(nóng)村連鎖超市成功營(yíng)銷的關(guān)鍵因素研究來自杭州市的調(diào)查摘 要：本文應(yīng)用文獻(xiàn)分析法和深度訪談法，通過對(duì)連鎖企業(yè)總部經(jīng)理人員和連鎖農(nóng)家店門店店長(zhǎng)的問卷調(diào)查，分別確認(rèn)出連鎖企業(yè)總部和連鎖農(nóng)家店門店經(jīng)營(yíng)的關(guān)鍵成功因素。結(jié)果顯示，在農(nóng)村的連鎖超市需要適合當(dāng)?shù)氐那樾?，選擇適銷對(duì)路的商品，又由于農(nóng)村的消費(fèi)能力有限，可能會(huì)有滯銷商品，這需要及時(shí)處理。在鄉(xiāng)鎮(zhèn)，消費(fèi)者相對(duì)于電視廣告更容易選擇相信熟人的介紹。而政府的稅收等政策，對(duì)農(nóng)村連鎖超市的影響也是巨大的。而對(duì)于農(nóng)村連鎖超市關(guān)鍵成功營(yíng)銷的因素分析中，在訪談?wù){(diào)查后，結(jié)論顯示，周邊消費(fèi)人口的數(shù)量是確定超市店址的主要原因，人們喜歡去商品種類齊全的超市購(gòu)物，超市店員的服務(wù)態(tài)度不錯(cuò)，朋友的介紹作用大于超市宣傳的作用，政府的監(jiān)管和規(guī)范作用為超市的營(yíng)銷保駕護(hù)航。根據(jù)本文得出的結(jié)論，作者建議應(yīng)當(dāng)從加強(qiáng)連鎖企業(yè)總部自身能力的建設(shè)、加強(qiáng)政府對(duì)農(nóng)村地區(qū)中小企業(yè)的扶持力度和指導(dǎo)門店店長(zhǎng)將有限的資源優(yōu)化配置等幾個(gè)方面繼續(xù)努力.關(guān)鍵詞：連鎖農(nóng)村超市；關(guān)鍵成功因素；深度訪談法Supermarket chains in rural areas the key factors of successful marketing: a survey from HangzhouAbstract:In this paper, document analysis and interviews, through the chain headquarters executives and farm shop chain store manager questionnaire survey, were identified based chain stores and chain stores farm management is a key success factor. The results showed that supermarket chains in rural areas need to meet local circumstances, select the marketable modity, and because the limited capacity of rural consumption, there may be unsalable goods, which require timely processing. In the towns, pared to consumers more easily choose to believe that television advertising acquaintance introduced. The Government39。s taxation policy, the impact on rural supermarket chains is enormous. The key to success for rural supermarket chains marketing factor analysis, in interview after investigation, concluded that the number of people around the consumer is to determine the main reason for the supermarket shop, people like to go to the full range of supermarket goods, supermarket staff service attitude Yes, a friend introduced the role of the role of propaganda than the supermarket, the Government39。s monitoring and regulating the marketing for the supermarket escort. According to the conclusions of this paper, I suggest that the chain corporate headquarters should strengthen their own capacitybuilding, the government should support small and mediumsized stores in rural areas, and the shopkeepers should be guided to optimize the allocation of limited resources, only in that way ,can we create good conditions for the healthy and stable development of Wan Cun Qian Xiang market project and the formation of longterm mechanism. Key words: chain countryside stores。 key succeed factor。 depth interviews 目 錄一、 農(nóng)村市場(chǎng)和農(nóng)村連鎖超市營(yíng)銷現(xiàn)狀……………………………………………1（一） 從農(nóng)村市場(chǎng)的兩難問題說起……………………………………………1（二） 農(nóng)村連鎖超市營(yíng)銷模式的提出…………………………………………1（三） 農(nóng)村連鎖超市營(yíng)銷將要面臨的困難……………………………………2二、研究設(shè)計(jì)和數(shù)據(jù)收集……………………………………………………………3（一）研究方法…………………………………………………………………3（二）調(diào)研方法…………………………………………………………………4（三）訪談對(duì)象的選擇…………………………………………………………4（四）訪談內(nèi)容…………………………………………………………………5三、農(nóng)村連鎖超市成功營(yíng)銷的關(guān)鍵因素分析：對(duì)超市管理者的訪談……………5（一）商品適銷對(duì)路……………………………………………………………5（二）商店能及時(shí)處理滯銷商品………………………………………………6（三）農(nóng)村“熟人社會(huì)”的影響——口碑銷售………………………………6（四）政府政策因素……………………………………………………………7四、農(nóng)村連鎖超市成功營(yíng)銷的關(guān)鍵因素分析：對(duì)超市消費(fèi)者的訪談……………8（一）周邊消費(fèi)人口的數(shù)量是確定超市店址的主要原因……………………8（二）有種類齊全的商品時(shí)人們喜歡去超市都無的首要元…………………9（三）超市服務(wù)態(tài)度好可以為超市吸引更多的顧客………………
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