A市家乐福超市消费者保持策略研究.doc

摘要：如今，超市市场竞争日趋激烈，而且产品同质性越来越强，消费者在超市零售业竞争中越来越处于主导地位。超市要生存和发展，并不断增加销售额，获得竞争优势，必须要实施合理的消费者保持策略，积极建立和维护良好的超市与消费者之间的关系，从而提高消费者保留率。这对大型超市的长期发展具有极其重要的意义。

　　　本文首先系统回顾与总结了消费者保持及其相关理论，并讨论了消费者保持与顾客忠诚的相关关系，接着分析了徐州家乐福超市的营销环境以及消费者保持现状，进而指出徐州家乐福超市实现消费者保持存在的问题，最后提出了徐州家乐福超市消费者保持策略，包括树立良好的企业形象；改进4P营销策略；提升顾客让渡价值和提高消费者转移成本。本文章重点将消费者保持理论引入到超市消费者管理方法中，可以从根本上改善徐州家乐福超市的消费者保持现状；通过帮助超市改进商品4P营销策略,充分把握消费者的需求,开展针对性营销，从而挖掘消费者的潜在价值，提高消费者的忠诚度，最终增加超市的收益，实现徐州家乐福超市长期稳固的发展。

关键词：徐州家乐福；消费者保持；顾客忠诚；策略

Abstract：Today, the supermarket market increasingly fierce competition, and the product homogeneity is more and more stronger, consumers in the supermarket retail trade competition is more and more dominant. If Supermarkets want to gain survival and development, and constantly increase sales, gain a competitive advantage, they must implement reasonable consumer retentionships policy, actively establish and maintain good relationships between supermarkets and consumers, so as to improve customer retention. The supermarket's long-term development has extremely important significance.

    This paper firstly reviews and summarizes the consumers and its related theory, and discusses the consumers keeping relation with customer loyalty, and then analyzes the marketing environment of Xuzhou carrefour supermarket and consumers to maintain the status quo, and points out Xuzhou carrefour supermarket realize consumers keep the existing problems and finally put forward the Xuzhou carrefour supermarket consumer retention policy, including setting up good corporate image; Improving the 4p marketing strategy; Improving the customer 's delivered value and increasing consumer's switching costs. This article will focus on that introducing consumers` keeping theory into the supermarket management method, which can fundamentally improve Xuzhou carrefour supermarket consumer level; By helping improve supermarket goods 4p marketing strategy, fully grasp the needs of the consumers and carry out the targeted marketing, we can excavate the potential value of the consumers and increase consumers' loyalty, and ultimately increase the income of the supermarket, furthermore, carrefour supermarket long-term stable development of Xuzhou will be realized.

Keywords： Xuzhou carrefour  Consumers keep  Customer loyalty  Strategy

近些年来，大型连锁超市在我国零售业的发展中占据了主要市场空间，国外超市巨头纷纷入资我国零售市场，使得连锁超市内部保持消费者的竞争更加激烈；同时，随着经济水平和文化水平的提高，居民消费结构和购买行为都发生了很大的变化，这也对传统超市业的发展带来了前所未有的挑战，即大型超市必须在适应现代消费者的购买需求和行为特点的基础上实现产品销售。

　　　其中，徐州家乐福超市地处徐州金地，是市中心最繁华的位置，也是徐州地区顾客流量最多的大型超市。除此之外，徐州还有大润发、新一佳、沃尔玛等大型连锁超市以及爱客来这样规模小数量多的小型超市在抢占市场份额，竞争异常激烈。但就本地区家乐福超市的发展而言，仍然存在着规范化程度低、人员素质低、体质不够健全、管理落后等方面的问题，徐州家乐福超市应如何应对行业内的竞争压力，如何增强超市实力、如何实现消费者保持以及挖掘潜在消费者，确保徐州地区大型超市领头羊的位置，才是重中之重。