市场营销方案全英语版.docx
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市场营销方案全英语版
市场营销方案、全英语版
JIANGXIAGRICULTURALUNIVERSITY
课程论文
题目:
JiangxiAgriculturalUniversityShenzhousupermarketmarketingplan
学院:
经济管理学院
姓名:
学号:
专业:
班级:
指导教师:
二0一四年十一月
Catalog
Foreword
Manysupermarketmanagersrealizethatinanincreasinglycompetitivesalesenvironmentingeneralandintense,visiblepartofthevalueoftheproducttomeettheneedsofthepeoplethevalueofconsumergoodsintheproportionisdeclining,whiletheinvisibleintangiblepartoftheproductandtheproduct-thevalueofservicearebecomingincreasinglyimportant.Marketingisnowoftenthroughcustomerservicetowinacompetitiveadvantage,goodcustomerserviceisakeyfactorinasupermarketstandoutfrommanycompetitors,providingcustomerswiththeservicesbecomeinevitabletoenhancethecompetitivenessofthesupermarket.
Withtherapiddevelopmentofserviceindustry,servicesupermarketmarketcompetitionisbecomingthefocusofcompetition,byconductingmarketingservicestoenhancethecompetitivenessofthesupermarkethasbecomeamajorchallengefacingthesupermarket,onlyforeachofthefactorsaffectingourcompetitivesupermarkettakepositiveandeffectivemannermeasurestoenhancethecompetitivenessofthesupermarketasawhole,toachievethecorevaluesofservicemarketing.Manyfactsshowthattheestablishmentofanewcompetitiveadvantage,notjustthephysicalpartoftheproduct,butalsobecauseofitsadditionalservices.Theemphasisonproductquality,servicehasbecomeameasureofthesupermarketcompetitiveleverage,sotheserviceisgrowingemphasisonmarketing.Servicesmarketingismarketingmanagementdeepentheinherentrequirementsofthesupermarket,aswellassupermarketscompetitiveadvantageofnewfeaturesinthenewmarketsituation.Servicemarketingisasupermarketinthefullunderstandingofthepremisetomeetconsumerdemand,inordertofullymeettheneedsofconsumersinthemarketingprocessundertakenaseriesofactivities.Servicemarketingisthemostimportantqualityofservice,goodserviceisthenextbestpre-salespromotions,isthemainwaytoenhancecustomersatisfactionandloyalty,istoestablishacorporatereputationandcorporateimageofthespreadofimportantways.
1.ExecutiveSummary
Theriseofservicesmarketingenhancethemarketingadvantagesofsupermarket.Richconnotationsupermarketmarketingactivitiesissignificant.First,itcontributestoarichmarketingcore-tofullymeettheneedsofconsumers.Theessenceofmarketingistomeetthepracticalinterestsofconsumersorconsumercanobtaintherequiredservicemarketingpreciselythispointofview,providingtangibleproductstoconsumersatthesametime,toprovideconsumerswitharangeofintangibleservices,sothatthemarketessentialconnotationofmarketingcanbefullyrealized.Second,thereisconducivetoenhancingthecompetitivenessofthesupermarket.Supermarketsarefacingintoday'smarketcompetitionisfierce,focusedonservingtheneedsofconsumersinatimelymannertoprovidesatisfactoryservicetoconsumers,thesupermarketcanbeinvincibleinthemarketcompetition.Again,itwillhelpimprovevalue-addedproducts.Serviceisprovidedtotheconsumersupermarketgroupinterestsisanimportantpartofthesupermarketisonlythrougheffortstoprovidevalue-addedservicesmarketingtheirproductsishigherthanitscompetitors,inordertoimprovecustomersatisfactionandwinthetrust,strengthenitsmarketposition,accesstogreaterbenefitsandachievetheirbusinessobjectives.Finally,itwillhelpimprovetheoverallqualityofthesupermarket,andestablishagoodcorporateimage.Servicemarketingstaffisthemainforeignexchangesupermarket,thesupermarketisthelinkwithconsumers,therefore,enterprisesthroughservicemarketing,marketingpersonnelcancontributetoimprovetheoverallqualityandenterprisemanagementlevel.
2.CurrentSituation
ShenzhoudepartmentstoreslocatedinJiangxiAgriculturalUniversity,CommercialStreet,sellinggiftsandhouseholdgoods.ThetargetmarketistheJiangxiAgriculturalUniversitystudents,thecompetitorsupermaketarearound
.
2.1Enterpriseoverview
HerewelistsomeproblemsShenzhousupermarketgot:
2.1.1Shenzhousupermarketsarenoteye-catchingbillboards
Billboardasasupermarketsupermarketfacade,canplaytheroletoattractcustomers,eye-catchingbillboardssupermarketcustomersmakeagoodimpression,toattractcustomersintothestoretobrowsetobuy.ButtheShenzhousupermarketsandbillboardsnotonlyeye-catching,butalsosomeoftheold,notnew,sonotonlywillnotplaytheeffectofattractingcustomers,butalsoenablecustomerstosuchdoubtssupermarketsthatsellsuchthingsinsidethesupermarketqualityproblems.
2.1.2outofShenzhousupermarketsandinconvenient
PerhapsShenzhoudepartmentstoresinordertoreduceoperatingcosts,thereisnodirectaccesstothechannel,consumersshouldbearoundabigcircletoenterthesupermarket,someoftheShenzhousupermarketsandconsumersarenotfamiliarwiththeimportisnoteasytofindthatsomeconsumerstogiveupshopping.Somefinallycame,aftertheycouldnotfindintheshoppingoutlet,awasteoftimeandenergyconsumers,causingconsumersdonotcomeheretoshop.
2.1.3Shenzhousupermarketsinpoorphysicalatmosphere
Shoppingatmosphereisthecustomercametothesupermarketbythedisplayofgoods,personsandservices,aftershoppingenvironmentandmanyotherfactorsaffecttheresultingpsychologicalfeelings.
2.1.4Shenzhoudepartmentstoresarenotallowedtoenterthecustomerwithabag
Notonlyviolatedthepersonalrightsofconsumers,butalsotomakealotofpeopleinconveniencedwithapackage,thepackagestoretokeepthepackageat,notonlyunsafe,butalsomaketheirshoppingcheckoutiscompletedisorder,hiswalletinhishandandeasytolose.
2.1.5Shenzhousupermarketslightingbrightenough,givingcustomersonekindofdarkpsychologicalsense.
2.1.6Shenzhousupermarketsrecognizethemusicispleasant,butdidnotrealizethatmusiccanalsobeharmfulinthisregard.Shrillvoice,sounds,people,irritability,nervousness,lossofcontrol,fearshunned.
2.1.7Shenzhousupermarketscustomerchannelistoonarrowtocustomerswithcrowded,uncomfortablefeeling,sothatcustomersdonotwanttostayhere.
2.1.8Shenzhousupermarketsmerchandisingunreasonable,isnotconducivetoeasytopickupcustomers.
Whenthecustomer'smerchandisedisplayinterest,itisnecessarytogetthehandscarefullyviewedfromdifferentangles,confirm,andthendecidewhethertobuy.Ifthedisplayofgoodsisnoteasytopickup,noteasytoreplaceperhapsbecauseofthattheywilllosetheopportunitytosellmerchandiseout.
2.2Thesizeofthemarketing
UsefulinJiangxiAgriculturalUniversitycampus.
3CompetitorandIssuesAnalysis
3.1
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ProductAnalysis
Shenzhousupermarketsmerchandisingunreasonable,isnotconducivetoeasytopickupcustomers.Whenthecustomer'smerchandisedisplayinterest,itisnecessarytogetthehandscarefullyviewedfromdifferentangles,confirm,andthendecidewhethertobuy.Ifthedisplayofgoodsisnoteasytopickup,noteasytoreplace
4MarketingObjectives
MakeShenzhousupermarketsreasonabletotargetmarket:
Anyonesupermarketcannotmeeteveryone'sneeds,nottomakeeveryonesatisfied.Therefore,thesuccessofeverysupermarkethasitsowntargetmarket,theirownprofitgroups,andthenprovideuniqueservicestotheseprofitgroups,makingtheirownloyalcustomers.
5MarketingStrategy
5.1Shenzhousupermarketsandoperatorstoimproveserviceawareness,enhancestafftraining
Shenzhoudepartmentstorestogetoutoftheserviceinadequatemarketingconceptmisunderstanding,toprovideconsumerswithqualityservice,wemustfirstestablishthecorrectservicemarketingidea.Servicemarketingiscustomerserviceforthepurposeofmarketingactivitiesundertaken,itismoreconcernedaboutconsumeracceptancesatisfactionservice,whichrunsthroughtheproductionandbusinessactivities,isthepre-sale,saleandfullservice,Wecansaythattheservicemarketingisnotjustamarketingtool,itisaphilosophy.Therefore,theShenzhousupermarketsputonservicebusinessideas,throughthe"service-oriented","customer-centric"businessideas,qualityofserviceforconsumerstosolverealproblems,andtoachieveitsbusinessobjectives.
Nowconsumersbuyproductsnotonlylookattheirownperformanceandproductqualityisgoodorbad,butpaymoreattentiontothesupermarketserviceattitudeisgood.Sowhenconsumersbuygoodswillpaymoreattentiontoconsiderwhethertobringthemtomeetthesupermarket,whichthesupermarketserviceawarenesscanmeettheneedsoftoday'sconsumersisaseveretest.Firstofall,inarealsupermarkettorecognizeservicemarketing,serviceistheessenceofgoods,servicesandaccessoriesproductsonly.Theonlywaytomakeupanddownthesupermarkethaveagoodunderstandingofmarketingservicestoacertainextent,andconstantlystrivetoimprovetheservicepersonneltomakesenseofthesupermarket.Secondly,theserviceisnotlimitedtocorporatesupermarketstaff,supermarketeveryemployeemustbecomea"marketingrepresentative"supermarket,cansolveallkindsofproblemsforconsumers,tomakedisplayoftheShenzhousupermarketsandcultureinfrontofconsumersandstrength.
Inservicemarketing,themanisoneofthemostimportantfactorsthatdeterminevictoryordefeat.Undertheconditionsofcompetitioninthemarket,supermarketobtaincompetitiveadvantageisincreasinglydepende