1、 1 本本 科科 毕毕 业业 论论 文文 中等城市超市消费者行为及营销策略中等城市超市消费者行为及营销策略 1 摘 要 20 世纪 90 年代开始，超市成为我国大众购物的主要场所。近年来超市行业整 体有着较大幅度的发展，然而业内竞争也日趋激烈，在一线城市尤甚。同时中等城市 超市行业欠发展，并且有很大的市场需求，因此成为大小商家的必争之地。在开拓这 片市场时把握中等城市超市消费者的行为特点，并在此基础上设计出与之相应的营销 策略显得尤为重要。 而目前关于中等城市超市消费者行为的分析较少， 因此本文在分析以往类似研 究的基础上，通过观察法、文献研究法、问卷调查法、经验总结法、交谈法等研究方 法对中
2、等城市的超市消费者行为进行分析与研究，总结出一系列中等城市消费者特有 的消费行为特征。并在此基础上，对中等城市超市的选址、布局、经营范围、促销方 案等方面提出具有针对性的策略。 关键词：中等城市；超市；消费者行为；营销策略 2 Abstract Since 20c 90s, supermarkets have become the main place of public shopping .In recent years, the supermarket industry as a whole has a more relatively substantially development,
3、especially in developed cities. While medium-sized city benifit a lot in the development of the supermarket industry, and has great demand, so it has been a hotly contested spot. Grasping the behaviour of consumers in supermarkets and designing a corresponding marketing strategy on the basis to deve
4、lop this market is very important . But at present about medium-sized city supermarket of consumer behavior analysis less, so based on the analysis of previous similar study basis, through the observation, the documentation and questionnaire, experience summary method, talking of research methods for medium-sized city supermarkets consumer behavior research and analysis, summarizes the medium-sized city consumer peculiar consumer behavior characteristics of medium-sized city supermarkets locat
