市场营销方案全英语版.docx

1、市场营销方案全英语版市场营销方案、全英语版 JIANGXI AGRICULTURAL UNIVERSITY课 程 论 文题目：Jiangxi Agricultural University Shenzhou supermarket marketing plan 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CatalogForewordMany supermarket managers realize that in an increasingly competitive sales environment in general and i

2、ntense, visible part of the value of the product to meet the needs of the people the value of consumer goods in the proportion is declining, while the invisible intangible part of the product and the product - the value of service are becoming increasingly important. Marketing is now often through c

3、ustomer service to win a competitive advantage, good customer service is a key factor in a supermarket stand out from many competitors, providing customers with the services become inevitable to enhance the competitiveness of the supermarket. With the rapid development of service industry, service s

4、upermarket market competition is becoming the focus of competition, by conducting marketing services to enhance the competitiveness of the supermarket has become a major challenge facing the supermarket, only for each of the factors affecting our competitive supermarket take positive and effective m

5、anner measures to enhance the competitiveness of the supermarket as a whole, to achieve the core values of service marketing. Many facts show that the establishment of a new competitive advantage, not just the physical part of the product, but also because of its additional services. The emphasis on

6、 product quality, service has become a measure of the supermarket competitive leverage, so the service is growing emphasis on marketing. Services marketing is marketing management deepen the inherent requirements of the supermarket, as well as supermarkets competitive advantage of new features in th

7、e new market situation. Service marketing is a supermarket in the full understanding of the premise to meet consumer demand, in order to fully meet the needs of consumers in the marketing process undertaken a series of activities. Service marketing is the most important quality of service, good serv

8、ice is the next best pre-sales promotions, is the main way to enhance customer satisfaction and loyalty, is to establish a corporate reputation and corporate image of the spread of important ways.1. Executive SummaryThe rise of services marketing enhance the marketing advantages of supermarket. Rich

9、 connotation supermarket marketing activities is significant. First, it contributes to a rich marketing core - to fully meet the needs of consumers. The essence of marketing is to meet the practical interests of consumers or consumer can obtain the required service marketing precisely this point of

10、view, providing tangible products to consumers at the same time, to provide consumers with a range of intangible services, so that the market essential connotation of marketing can be fully realized. Second, there is conducive to enhancing the competitiveness of the supermarket. Supermarkets are fac

11、ing in todays market competition is fierce, focused on serving the needs of consumers in a timely manner to provide satisfactory service to consumers, the supermarket can be invincible in the market competition. Again, it will help improve value-added products. Service is provided to the consumer su

12、permarket group interests is an important part of the supermarket is only through efforts to provide value-added services marketing their products is higher than its competitors, in order to improve customer satisfaction and win the trust, strengthen its market position, access to greater benefits a

13、nd achieve their business objectives. Finally, it will help improve the overall quality of the supermarket, and establish a good corporate image. Service marketing staff is the main foreign exchange supermarket, the supermarket is the link with consumers, therefore, enterprises through service marke

14、ting, marketing personnel can contribute to improve the overall quality and enterprise management level.2. Current SituationShenzhou department stores located in Jiangxi Agricultural University, Commercial Street, selling gifts and household goods. The target market is the Jiangxi Agricultural Unive

15、rsity students, the competitor supermaket are around .2.1 Enterprise overviewHere we list some problems Shenzhou supermarket got:2.1.1 Shenzhou supermarkets are not eye-catching billboardsBillboard as a supermarket supermarket facade, can play the role to attract customers, eye-catching billboards s

16、upermarket customers make a good impression, to attract customers into the store to browse to buy. But the Shenzhou supermarkets and billboards not only eye-catching, but also some of the old, not new, so not only will not play the effect of attracting customers, but also enable customers to such do

17、ubts supermarkets that sell such things inside the supermarket quality problems.2.1.2 out of Shenzhou supermarkets and inconvenient Perhaps Shenzhou department stores in order to reduce operating costs, there is no direct access to the channel, consumers should be around a big circle to enter the su

18、permarket, some of the Shenzhou supermarkets and consumers are not familiar with the import is not easy to find that some consumers to give up shopping. Some finally came, after they could not find in the shopping outlet, a waste of time and energy consumers, causing consumers do not come here to sh

19、op.2.1.3 Shenzhou supermarkets in poor physical atmosphereShopping atmosphere is the customer came to the supermarket by the display of goods, persons and services, after shopping environment and many other factors affect the resulting psychological feelings.2.1.4 Shenzhou department stores are not

20、allowed to enter the customer with a bagNot only violated the personal rights of consumers, but also to make a lot of people inconvenienced with a package, the package store to keep the package at, not only unsafe, but also make their shopping checkout is complete disorder, his wallet in his hand an

21、d easy to lose.2.1.5 Shenzhou supermarkets lighting bright enough, giving customers one kind of dark psychological sense.2.1.6 Shenzhou supermarkets recognize the music is pleasant, but did not realize that music can also be harmful in this regard. Shrill voice, sounds, people, irritability, nervous

22、ness, loss of control, fear shunned.2.1.7 Shenzhou supermarkets customer channel is too narrow to customers with crowded, uncomfortable feeling, so that customers do not want to stay here.2.1.8Shenzhou supermarkets merchandising unreasonable, is not conducive to easy to pick up customers. When the c

23、ustomers merchandise display interest, it is necessary to get the hands carefully viewed from different angles, confirm, and then decide whether to buy. If the display of goods is not easy to pick up, not easy to replace perhaps because of that they will lose the opportunity to sell merchandise out.

24、2.2 The size of the marketingUseful in Jiangxi Agricultural University campus.3 Competitor and Issues Analysis3.1 Chnpn fnx您是不是要找： 大学生Product AnalysisShenzhou supermarkets merchandising unreasonable, is not conducive to easy to pick up customers. When the customers merchandise display interest, it i

25、s necessary to get the hands carefully viewed from different angles, confirm, and then decide whether to buy. If the display of goods is not easy to pick up, not easy to replace 4 Marketing ObjectivesMake Shenzhou supermarkets reasonable to target market:Any one supermarket can not meet everyones ne

26、eds, not to make everyone satisfied. Therefore, the success of every supermarket has its own target market, their own profit groups, and then provide unique services to these profit groups, making their own loyal customers.5 Marketing Strategy 5.1 Shenzhou supermarkets and operators to improve servi

27、ce awareness, enhance staff trainingShenzhou department stores to get out of the service inadequate marketing concept misunderstanding, to provide consumers with quality service, we must first establish the correct service marketing idea. Service marketing is customer service for the purpose of mark

28、eting activities undertaken, it is more concerned about consumer acceptance satisfaction service, which runs through the production and business activities, is the pre-sale, sale and full service, We can say that the service marketing is not just a marketing tool, it is a philosophy. Therefore, the

29、Shenzhou supermarkets put on service business ideas, through the service-oriented, customer-centric business ideas, quality of service for consumers to solve real problems, and to achieve its business objectives.Now consumers buy products not only look at their own performance and product quality is

30、 good or bad, but pay more attention to the supermarket service attitude is good. So when consumers buy goods will pay more attention to consider whether to bring them to meet the supermarket, which the supermarket service awareness can meet the needs of todays consumers is a severe test. First of a

31、ll, in a real supermarket to recognize service marketing, service is the essence of goods, services and accessories products only. The only way to make up and down the supermarket have a good understanding of marketing services to a certain extent, and constantly strive to improve the service person

32、nel to make sense of the supermarket. Secondly, the service is not limited to corporate supermarket staff, supermarket every employee must become a marketing representative supermarket, can solve all kinds of problems for consumers, to make display of the Shenzhou supermarkets and culture in front of consumers and strength.In service marketing, the man is one of the most important factors that determine victory or defeat. Under the conditions of competition in the market, supermarket obtain competitive advantage is increasingly depende