| 内需不振背景下苏果促销策略研究 |
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| 引用本文： | 姚洁.内需不振背景下苏果促销策略研究[J].江苏市场经济,2014(1):25-27. |
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| 作者姓名： | 姚洁 |
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| 作者单位： | 江苏经贸职业技术学院工商管理学院,江苏南京211168 |
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| 基金项目： | 基金项目：江苏经贸职业技术学院重点课题“苏果门店促销与品牌建设研究”（JMZ2201216） |
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| 摘 要： | 苏果是江苏省最大的快消品连锁零售企业，在国内有着较高的影响力，2012年继续迅速扩张规模，同时陷入经营困境：竞争压力增大、销售增幅变小、利润下滑、连锁门店亏损面加大。这些问题同样困扰着国内其他的零售企业。从促销策略甚至战略的角度分析苏果经营困境的成因，探寻解决问题的策略，对国内零售企业而言具有一定的借鉴意义。
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| 关 键 词： | 内需不振 苏果 促销策略 |
Study on Promotion Strategy of Suguo under the Background of Sluggish Domestic Demand |
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| Authors: | YAO Jie |
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| Institution: | YAO Jie ( School of Business Management, Jiangsu Institute of Commerce, Nanfing 211168, Jiangsu, China) |
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| Abstract: | Suguo is one of the largest FMCG retail chain enterprises in Jiangsu province. It has a higher industry influence in domestic. It continued rapid expansion in scale and encountered some difficulties in 2012. Such as competition pressure, downward sales growth, and profit descending in parts of chain stores. These problems also affect other domestic retail enterprises. It has certain reference significance for domestic retail enterprises to analyze on the business distress of Suguo and find tactics for solving these problems from the angle of the promotion strategy. |
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| Keywords: | sluggish domestic demand Suguo promotion strategies |
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