農(nóng)村連鎖超市成功營銷的關(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)-展示頁
2025-07-01 13:38本頁面
【正文】 環(huán)境、有保障的商品質(zhì)量刺激了農(nóng)民的消費(fèi)欲望。（二）農(nóng)村連鎖超市營銷模式的提出我國農(nóng)村零售業(yè)的高零散度問題是農(nóng)村消費(fèi)市場發(fā)展的難點(diǎn)，這些既沒有資金優(yōu)勢又沒有規(guī)模優(yōu)勢的小型商業(yè)網(wǎng)點(diǎn)如何在廣泛的競爭中尋求發(fā)展？許多國家的實(shí)踐證明：行之有效的方法就是進(jìn)行連鎖，尋求規(guī)模優(yōu)勢。這表明，影響農(nóng)村市場消費(fèi)的除了農(nóng)民收入外，另一個重要的因素，就是農(nóng)村市場的有效供給不足。我國是一個農(nóng)業(yè)大國，%。由于缺乏相應(yīng)的資金支持，大量的個體商販采取粗放式經(jīng)營方式，這樣，就導(dǎo)致村級零售店的商品質(zhì)量沒有保證，產(chǎn)品的多樣性也非常有限。誰能告訴農(nóng)民今年種什么？結(jié)構(gòu)怎么改？好產(chǎn)品怎樣才能賣上好價錢？這是農(nóng)民最大的難題；第二就是農(nóng)村消費(fèi)市場的“買難”問題。一是農(nóng)產(chǎn)品的“賣難”問題，這是一個由來已久的痼疾。 key succeed factor。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。而對于農(nóng)村連鎖超市關(guān)鍵成功營銷的因素分析中，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物，超市店員的服務(wù)態(tài)度不錯，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)范作用為超市的營銷保駕護(hù)航。在鄉(xiāng)鎮(zhèn)，消費(fèi)者相對于電視廣告更容易選擇相信熟人的介紹。農(nóng)村連鎖超市成功營銷的關(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，通過對連鎖企業(yè)總部經(jīng)理人員和連鎖農(nóng)家店門店店長的問卷調(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)氐那樾危x擇適銷對路的商品，又由于農(nóng)村的消費(fèi)能力有限，可能會有滯銷商品，這需要及時處理。而政府的稅收等政策，對農(nóng)村連鎖超市的影響也是巨大的。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)政府對農(nóng)村地區(qū)中小企業(yè)的扶持力度和指導(dǎo)門店店長將有限的資源優(yōu)化配置等幾個方面繼續(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 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。 depth interviews 目 錄一、 農(nóng)村市場和農(nóng)村連鎖超市營銷現(xiàn)狀……………………………………………1（一） 從農(nóng)村市場的兩難問題說起……………………………………………1（二） 農(nóng)村連鎖超市營銷模式的提出…………………………………………1（三） 農(nóng)村連鎖超市營銷將要面臨的困難……………………………………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）訪談對象的選擇…………………………………………………………4（四）訪談內(nèi)容
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