市场营销方案全英语版.docx

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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大学生

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