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国外农产品折扣超市营销因素组合及启示——以德国ALDI为例 被引量:2

Research on the 7Ps marketing strategies and enlightenment of the foreign agricultural products discount supermarket:a case study of ALDI of German
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摘要 国外农产品折扣超市在满足消费者差异化需求、优化农产品流通方式和推进农业产业化进程等方面发挥了重要作用。国外农产品折扣超市创新营销策略并积累了丰富的实践经验。德国ALDI是农产品折扣超市的典型代表,它以中低收入阶层、大学生和外来务工者为目标顾客群体,以物美价廉为市场定位,提供优选精简的产品组合,制定保证质量的最低价格,开设密集布局的连锁门店,实行店内传单的单一促销,采取低碳环保的陈列展示,创造方便快捷的购物过程。国外农产品折扣超市在连锁经营扩张、建立战略联盟、实施差异化策略、员工招聘和培训等方面有着一定的经验启示。 The foreign agricultural products discount supermarket plays an important role in meeting consumer diversified demand,optimizing the circulation of agricultural products and promoting the process of agricultural industrialization.The foreign agricultural products discount supermarket innovate marketing strategy and accumulate rich experience in practice.ALDI in German takes the low-income class,college students and migrant workers as the target market,and makes the market positioning as high quality and inexpensive.ALDI provides a selection of simplified products mix,carries out the lowest price with the high quality,opens the intensive chain retail stores,uses the advertising leaflets in the stores as the only promotion way,takes the low carbon commodity display,and creates a convenient and efficient shopping process.The foreign agricultural products discount supermarket has great enlightenment in the expansion in the chain operation,establishing the strategic alliances,implementing the differentiation strategy,and the staff recruitment and training etc.
作者 张蓓
出处 《世界农业》 北大核心 2016年第4期29-34,共6页 World Agriculture
基金 国家自然科学基金青年项目(编号:71503085) 广东省高等学校优秀青年教师培养计划(编号:Yq2013026)资助
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