大型零售超市低价限售营销策略的经济分析:一个案例研究

Economic Analysis of Marketing Strategies for Low-price Sales Restrictions in a Large Retail Supermarket: A Case Study

本文从经济学角度分析了一个大型零售超市低价、限售、称量包装的营销策略。低价是以一种市价信息费用较低、交易频率较高的商品做广告,意在吸引更多顾客光顾超市。这种销售策略的代价是低价售卖损失的利润或产生的亏损。限购是为了在控制低价商品销售总量的同时,尽可能满足更多顾客的需求,从而既降低低价营销的广告费用,又最大限度地带动其他商品销售量的增加。称量装袋是为了便于实施限购。

From an economic perspective,the article analyzes the marketing strategy of a large retail supermarket.The low price is an advertisement to attract more customers to the supermarket.The cost of such a sales strategy is the loss at a low price,which is the equivalent of attracting a customer's advertising.The purchase limitation is to control the total amount of sales as much as possible to reduce advertising costs.Weighing the bag is to facilitate the implementation of the limit purchase.