上海沃尔玛XX分店促销策略研究.doc

摘要：2001年中国加入WTO，揭开了零售业参与世界竞争的新篇章。世界零售巨狼大肆侵占中国零售市场，竞争惨烈。促销成为许多超市抢夺顾客的手段。本文通过对上海沃尔玛超市的促销策略的研究，结合理论和现状，分析问题,提出建议，期望能对沃尔玛南浦分店和中国其他超市后期促销策略的制定有借鉴意义。

　　　本文在分析促销现状之后，总结南浦分店促销存在问题，结合消费者者心理与行为理论，提出相应建议。具体如下①在制定促销策略前，应重视开展市场调研，研究目标消费者的购买力和消费需求，选择适宜的促销时机，避免促销的盲目性。②作为超市的领导者，必须树立正确的促销意识，制定具有针对性、新颖的促销策略，并加强对促销队伍的管理和建设。③严格把控促销商品质量，完善售后服务。④重视整合促销，以消费者为核心，有机整合各种促销手段以达到最佳的影响力和促销效果。

关键词 沃尔玛；连锁超市；促销策略

Abstract：China joined the WTO in 2001, which opened up a new era of the participation of the retailing in world competition. The world retail giant Wolf wantonly invaded China retail market,which led to fierce competition in this market. Now,Promotion is important for many supermarkets to Rob customers.This paper has a research on Shanghai Wal-mart supermarket sales promotion strategy ,and combines the theory and the status to analyze problems.And also puts forward Suggestions for its improvement. This paper wants to offer help to the late sales promotion strategy of Nan Pu Wal-mart stores and other stores in china .

　　　This paper analyzes the situation of promotion and summarizes the problems of  promotion of Nan Pu Wal-mart stores, and also combines with the consumers' psychology and behavior theory, last ,this paper puts forward the corresponding Suggestions based on the above. Specific as follows:one, before the promotion strategy, the Wal-mart should pay attention to carrying out market research and research target consumers' purchasing power,consumer demand, and choose appropriate promotion opportunity, which is helpful to avoid the blindness of promotion. Two, as the leader of the supermarket, it is necessary to set up the correct sales consciousness to develop targeted, novel promotion strategy, and strengthen the management and construction of sales team .Three,the Wal-mart must strictly control  the quality of the Promotional products and perfect after-sales service. Four ,the Wal-mart should attach great importance to the integration of promotion and take consumers as the core, In addition,the Wal-mart Would the integrate the various sales promotion means organically in order to achieve the best influence and promotion effect.

Keywords   WAL-MART  Supermarket chain  Marketing strategy