大型连锁超市白酒销售管理理论分析框架构建

Construction of the theoretical analysis framework for Baijiu sales management at the large-scale chain supermarket

针对大型连锁超市白酒销售管理问题,基于SOR模式、科特勒行为选择模式和霍华德–谢思模式等文献分析,由商超情境、白酒产品和消费行为的独特性,以及白酒文化、节日和商超环境等因素构建了商超白酒销售分析的外部环境,并由白酒消费者购买行为、个体属性和心理特征因素构建了主体分析的语境框架。在此基础上,嵌入了团队分析因素,最终构建了大型连锁超市白酒销售管理理论分析框架。研究结果为大型连锁超市白酒销售管理提供参考。

Aiming at the problem of Baijiu sales management in large-scale chains supermarket,literature analysis is carried out based on the SOR model,the Kotler behavior selection model,and the Howard–Sheth model.The external environment for the analysis of commercial supermarket Baijiu sales is constructed by factors such as the circumstances of the supermarket,the uniqueness of Baijiu products and consumer behavior,and Baijiu culture,festivals,and the environment of the supermarket.The contextual framework of subject analysis is constructed through Baijiu consumers’purchasing behavior,individual attributes,and psychological characteristics.On this basis,the team analysis factors are embedded,and finally,the theoretical framework for the management analysis of Baijiu sales management is constructed at the large-scale chain supermarket.The research results provide a reference for Baijiu sales management of the large-scale chain supermarket.