包头永盛成超市整合营销的应用分析.docx

包头永盛成超市整合营销应用分析
摘要:近几年连锁超市市场环境出现了巨大变化,市场已由卖方市场转为买方市场,传统的以产品为中心的营销策略和手段越来越不适合现代市场的经济发展需要,以消费者需求为中心的整合营销理论的应用越来越成为企业寻求发展,适应市场变化的手段。本文先总结相关理论框架,得出较为完备的理论基础。再采用实证分析方法,应用已具备的理论基础对现实连锁超市的营销状况际整合营销运作思路进行分析,最后对我国连锁超市的整合营销策略进行探讨,对解决实际问题做出贡献。
关键词:整合营销;永盛成连锁超市
Abstract In recent years, there has a new changes in Supermarket market environment, the market has been a seller’s marker to a buyer’s market, the traditional product-centric marketing strategy and the method does not suit the economic development needs of modern market ,integrated marketing, which take the consumer demand as the Central has e increasingly enterprises to seek the development more and more , adapt to market changes. This paper summarizes the relevant theoretical framework to arrive at a plete theoretical basis. And empirical analysis, marketing status of the application already has the theoretical basis of the reality of supermarket chains occasion integrated marketing Functioning analysis last supermarket chains in China integrated marketing strategy to explore, to contribute to solving practical problems.
Keywords Integrated Marketing Yongshengcheng Supermarket chains
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2 永盛成超市营销状况分析..............................................
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