基于SWOT分析的地下超市营销策略研究

随着竞争的加剧、经营成本的增加以及城市土地资源供应紧张,地下超市这一零售业态的发展已经成为大势所趋。在利用SWOT分析法对地下超市的外部环境和内部能力进行深入剖析的基础上,就我国地下超市的发展提出一些针对性的营销策略:调整商品结构,满足顾客需求;提供优质服务,获取顾客忠诚;做好促销管理,抢占顾客心理。

Study on Underground Supermarket Marketing Strategy Based On SWOT Analysis

The underground supermarket as one of the retailings has become trend,with the intense competition,the increase in operating costs and the tight supply in urban land resources.A lot of targeted marketing strategies which are based on the analysis of the external environment and internal capability of underground supermarket using method of SWOT analysis are presented : adjusting product mix to meet customer needs,providing quality services to gain customer loyalty and trying to manage promotions to seize the customers' psychology.