摘 要
随着经济在发展，时代在进步，人们的日益生活水平在逐步不断提高，因此城
市的生活节奏也越来越快，同时超市销售业之间的竞争越来越激烈，超市如果
想要在行业中永久地生存下去并且取得优异的成绩，就必须要紧跟时代进步的
步伐，深入全面的了解消费者真正的需求。因此，超市销售对策的计划与执行
已然成为了影响超市永久生存和快速发展的关键因素，所以，通过研究超市并
制定创新的销售对策，对日后推动超市快速发展具有一定的积极影响和作用。
当下，步步高超市已经名列中国超市３０强。但是同时也面临着国外和国内的
各种大型超级的超市比如沃尔玛等大的超市的竞争。本文依据理论和实际一起
的方法，深入分析郴州步步高的销售环境，深层次地剖析了其内部环境存在的
优势与劣势，外部环境带来的机会与威胁，然后对步步高超市的现有销售对策
存在的问题并进行了分析，最后主要是以销售搭配策略上提出了相应的解决方
案和措施，具体措施为加强超市人员促销手段与管理培训、全面地创新并整合
超市销售思路、不断地在超市促销方式上追求新颖、健立健全超市相关的一些
硬性服务设施，全面深入的改进超市整体布局并重新合理规划、重视以顾客消
费为指导方向的销售策略理念、最好是抓紧企业文化建设，树立好良好的文化
建设作风，保持企业良好的形象。
关键词：步步高超市；营销策略；市场定位；保障措施；
Abstract
Economic development, the progress of The Times, constantly improve the
living standards of people, the faster the pace of life, the supermarket retail
competition narrowed, the supermarket want permanent survival and
achievements, to keep up with the pace of The Times, to understand
consumer demand. The formulation and implementation of marketing
strategy has become a key factor affecting the survival and development of
supermarkets. By studying the marketing strategies of supermarkets, it has a
certain positive effect on promoting the development of supermarkets. At
present, the gait supermarket is already in the Chinese supermarket ３０
strong. Backgammon supermarket chain stores has reached the jiangxi
yichun, nanchang, changsha, xiangtan, zhuzhou, hunan yueyang, hengyang
and other DeXianJi city, facing the domestic and international large
supermarket chains such as wal—mart, carrefour, vanguard competition.
According to the method of theory with practice, this paper analyze the
marketing environment of chenzhou backgammon supermarket, analyzes its
internal environment has advantages anddisadvantages, the external environ
ment, the opportunities and threats and existing problems of the marketing
strategy of backgammon supermarket are analyzed, mainly based on the
marketing mix strategy put forward the corresponding solution measures,
concrete in order to strengthen the supermarket staff promotion management
and training, comprehensive optimization supermarket marketing ideas,
constant pursuit of innovation and improve the supermarket on the
promotions related service facilities, improve the supermarket layout
planning, pay attention to consumer oriented marketing idea, and to
strengthen the construction of enterprise culture.
Keywords：gait supermarket; Marketing strategy; Market positioning;
