小城镇消费者超市购物行为与营销对策研究  

Study on consumer behavior of small town supermarket and corresponding marketing strategy

作　　者：孙小亚[1] 

机构地区：[1]安徽机电职业技术学院,安徽芜湖241000

出　　处：《山东农业工程学院学报》2017年第4期142-143,共2页The Journal of Shandong Agriculture and Engineering University

基　　金：2016年度安徽高校人文社会科学研究重点项目(SK2016A022)

摘　　要：随着互联网的普及与发展,小城镇超市面临来自电商与大型连锁超市的双重竞争压力。研究消费者购物心理与行为并适应其变化是小城镇超市研究的重要课题。作者通过实证研究方法探讨了小城镇超市消费者行为特征、购物行为的原因、对超市的认识与态度等一系列问题。对小城镇超市的营销策略提出建议与对策,以期为小城镇超市的转型发展提供借鉴与参考。With the development of internet,small town supermarket is now faced with the competitions of e-commercial and supermarket chain.lt isnecessary to research the consumer shopping psychology.In this paper, the investigation is based on small town supermarket.Further investigation of smalltown supermarket consumer unique behavior,shopping driving force,altitude and understanding of supermarket with empirical method is also investigated inthis paper.Finally,new approach for small town supermarket is advised to provide effective reference for restructuring of small town supermarkets.

关 键 词：城镇 超市 消费者 心理 营销 对策 

分 类 号：F213.9[经济管理—国民经济]