辽宁工大勤工助学超市营销策略探析

辽宁工大勤工助学超市是高校勤工助学经济实体。经过十五年的发展,经营良好,在"助困"、"育人"工作方面取得巨大成绩,同时,在发展过程中也遇到了营销策略方面的棘手问题。本文通过TOWS战略分析法,客观分析辽宁工大勤工助学超市面临的外部威胁与机会、经营劣势与优势。运用4C营销原理,以"消费者为中心"的理念,提出基于育人功能、顾客需求、最低成本、便利服务、合理沟通的辽宁工大勤工助学超市营销策略。

Work-study supermarket of Liaoning technical university is college work-study economic entities. After fifteen years of development, it has been well-run, and has made great achievements in poverty-aid and educating people. At the same time, in the process of development it has encountered the thorny issues of marketing strategy.This thesis analysized external threats and opportunities, disadvantages and advantages of operating of Liaoning Technical University Work-study supermarket by means of TOWS strategic analysis.Basing on the “consumer-centric” concept, the usage of 4C marketing principle, the thesis put forward marketing strategy of work-study supermarket of Liaoning technical university that is based on function of cultivating people,customer demand, the lowest cost, convenience services, reasonable communication.