论文总字数：31736字

摘 要

连锁模式自20世纪90年代引进中国以来，我国众多企业开始纷纷引进连锁模式，开启了快速发展的时代，但水果连锁经营史无前例。随着我国加入世界贸易组织，经济逐渐对外开放，吸引了众多国外企业入驻中国，外国企业的扩张使得百果园及我国本土水果零售业受到巨大的冲击，我国各行各业的市场竞争越来越激烈，国内本土零售企业也面临着更加严峻的挑战。网络销售时代到来的冲击进一步加剧了传统零售业发展的困境。本文通过研究我国水果连锁企业深圳百果园有限公司，运用科学的研究方法和综合分析，对优化百果园的营销策略提出合理的建议。希望通过对百果园营销策略的研究，为百果园及我国水果连锁企业如何通过确立市场定位，建立品牌形象，通过良好的营销策略获得消费者的满意度，提高市场占有率，在这些方面具有一定的参考价值，能够促进我国水果连锁企业的发展。百果园作为我国乃至全球最大的水果连锁企业，在发展过程中也面临着鲜丰水果、果多美、水果营行等众多大型水果连锁企业的追赶竞争。在此背景下，选择研究百果园的营销策略并加以分析，希望提出切实可行的营销策略及保障措施，对百果园应对水果市场的激烈竞争，坚持持续健康有序的发展提供思路和依据。

本文运用现代营销理论，采用专题研究的方法，理论结合实际，对百果园所处的宏观和微观市场营销环境进行分析，明确百果园所面临的环境，运用SWOT矩阵理论对企业进行全方位的分析，从百果园的机会、威胁、优势及劣势方面分析，提出合适发展的营销策略。同时分析百果园在营销策略中存在的问题，针对其存在的问题，运用价格策略、产品策略、促销策略、渠道及供应链管理策略的4P理论上延伸网络营销策略，提出优化百果园营销策略的建议，提高百果园的市场竞争力。最后，对本文的分析进行总结并提出相关建议，对我国水果连锁企业企业的发展进行了展望。

本文的研究结论，不仅针对百果园的发展，同时也对我国其他水果连锁企业的发展有着借鉴与参考意义。

关键词：连锁经营；百果园；营销策略；4P营销组合

Pagoda Marketing Strategy Research

Abstract

Since the chain mode was introduced into China in the 1990s, many enterprises in our country have introduced the chain mode and started the era of rapid development.But the fruit chain is unprecedented.With China's entry into the world trade organization, the economy is gradually opening up to the outside world, attracting many foreign enterprises to enter China. The expansion of foreign enterprises makes the hundred orchards and the local fruit retail industry in China suffer a huge impact, and the market competition in all walks of life in China is becoming increasingly fierce.With the impact of the era of network sales, the development of traditional retail further exacerbated the dilemma.Through the study of shenzhen Pagoda co.LTD. a fruit chain enterprise in China, and the use of scientific research methods and comprehensive analysis, to optimize the marketing strategy of the fruit orchard put forward reasonable Suggestions.Hope that through the study of marketing strategy best orchard, to the orchard and fruit chain enterprises how to establish the market orientation in our country, establish brand image, through the satisfaction of consumer good marketing strategy, improve market share, has certain reference value in these aspects, can promote the development of the fruit chain enterprises in our country.As the largest fruit chain enterprise in China and even in the world, baiyuan is also facing the catch-up competition of many large fruit chain enterprises such as fresh and abundant fruit, fruit beauty and fruit marketing.Under this background, the author chooses to study the marketing strategy of baiguo orchard and analyzes it, hoping to put forward feasible marketing strategy and safeguard measures, so as to provide ideas and basis for baiguo orchard to cope with the fierce competition of fruit market and to insist on the sustainable, healthy and orderly development.

Using modern marketing theory, this paper adopts the method of research and theory combining with practice, to the orchard of macro and micro marketing environment analysis, clear the orchard environment faced by the SWOT matrix theory carry on the omni-directional analysis to the enterprise, from the orchard the opportunities, threats, advantages and disadvantages of analysis, put forward the development of appropriate marketing strategies.At the same time, it analyzes the problems in the marketing strategy of baiyuan, and according to the problems, it USES the 4P theory of price strategy, product strategy, promotion strategy, channel and supply chain management strategy to extend the network marketing strategy, and puts forward Suggestions to optimize the marketing strategy of baiyuan, so as to improve the market competitiveness of baiyuan.Finally, this paper summarizes the analysis and puts forward some Suggestions, and prospects the development of fruit chain enterprises in China.

The conclusion of this paper is not only for the development of Pagoda, but also for the development of other fruit chain enterprises in China.

Keywords: Chain Operation; Pagoda; Marketing Strategy; The Marketing Mix of 4ps

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 选题背景 1

1.2 选题的意义与目的 1

1.3 研究思路与主要内容 2

1.4 研究方法 2

第二章 营销理论及文献综述 3

2.1营销理论 3

2.2营销策略文献综述 4

第三章 水果连锁超市行业介绍 5

3.1 行业介绍 5

3.2 百果园公司简介 6

第四章 百果园的营销环境分析和SWOT分析 7

4.1 宏观环境分析 7

4.1.1 政治法律环境分析 7

4.1.2 人口经济环境分析 7

4.1.3 社会文化环境分析 9

4.1.4 科学技术环境分析 9

4.2 微观环境分析 9

4.2.1 企业内部环境分析 9

4.2.2 消费者环境分析 11

4.3 百果园SWOT分析 12

4.3.1 机会分析（Opportunities） 13

4.3.2 威胁分析（Threats） 13

4.3.3 优势分析（Strengths） 14

4.3.4 劣势分析（Weaknesses） 15

第五章 百果园营销策略存在的问题 16

5.1 产品策略整体性不强 16

5.2 价格策略精准度不高 16

5.3 渠道及供应链管理策略有待完善 17

5.4 缺乏系统性的促销策略 17

5.5 网络营销策略不够健全 17

第六章 解决百果园营销策略问题措施及建议 19

6.1 产品策略 19

6.1.1 完善产品种类，满足顾客不同需求 19

6.1.2 树立品牌优势，实行品牌先行战略，提高产品品质 19

6.1.3 增加产品附加价值，提升顾客满意度 20

6.2 价格策略 20

6.3 渠道及供应链管理策略 21

6.3.1 百果园突破选址限制，规避同行恶性竞争 21

剩余内容已隐藏，请支付后下载全文，论文总字数：31736字