上海大型综合超市调查发现与对策分析

Research Findings on Shanghai's Hypermarkets and Relative Countermeasures

上海超市经历二十五年的演变,从小超市发展到大型综合超市,出现了差异化发展趋势,外资以大型综合超市为主导,内资以中小超市为主导,各有优势与缺陷。本文首次公布了上海商学院管理学院市场营销系对上海普陀区六家大型综合超市的调查数据,提供了调查的七项发现,并指出了大型综合超市进一步发展的四大趋势与三点建议。

Supermarkets in Shanghai have undergone differential trends of development in the past 25 years.While foreign-funded supermarkets favor the form of hypermarkets,domestic-funded ones find expression in small-and medium-size supermarkets.Both forms have their advantages and disadvantages.This paper presents data of a survey of six hypermarkets in Shanghai＇s Putuo District conducted by the Marketing Department of Shanghai Business School.Seven discoveries are provided and four trends are pointed out in this study.It also presents proposals for the further development of hypermarkets.