乡村振兴战略背景下乡镇超市促销策略研究——以鲁山县春利批发超市为例  

Study on the Promotion Strategy of Township Supermarket under the Background of Rural Revitalization Strategy—Taking Chunli Wholesale Supermarket in Lushan County as an Example

作　　者：李京繁 

机构地区：[1]贵州大学哲学学院,贵州 贵阳

出　　处：《电子商务评论》2024年第4期6687-6695,共9页E-Commerce Letters

摘　　要：党的二十大提出全面推进乡村振兴战略,坚持农业农村优先发展,农村发展仍然是推进社会主义现代化建设中最艰巨最繁重的任务。本文基于促销理论和营销理论作为研究基础,以鲁山县春利批发超市为研究对象,运用文献研究和问卷调查的方法,实地调研春利批发超市的发展现状。研究认为春利批发超市在促销过程中存在的问题有以下几点:超市经营者对促销策略重视程度不够、促销策略简单,促销类型不够丰富、超市的服务态度和购物环境有待提升。本文针对超市存在的问题,给出了相应的建议如:重视超市的促销策划、超市促销方式组合多样化发展、加强客户关系管理,提高顾客忠诚度。本文旨在为乡镇超市的促销策略提供理论依据和借鉴。The 20th National Congress of the Communist Party of China proposed the strategy of comprehensively promoting rural revitalization, adhering to the priority development of agriculture and rural areas. Rural development remains the most arduous and arduous task in promoting socialist modernization construction. Building livable, business-friendly, and beautiful rural areas to provide comfortable and convenient shopping environments for rural residents is also an important task in development. With the development of towns in Lushan County, the number of supermarkets in the surrounding areas continues to increase. In this context, Chunli Wholesale Supermarket should consider suitable promotion strategies to have its own unique advantages in the fierce competition. This article is based on promotion theory and marketing theory as the research foundation, with Chunli Wholesale Supermarket in Lushan County as the research object. Using literature research and questionnaire survey methods, the development status of Chunli Wholesale Supermarket is investigated on the spot. Research suggests that there are several problems in the promotion process of Chunli Wholesale Supermarket: The advert

关 键 词：乡镇超市 促销策略 促销组合 

分 类 号：F42[经济管理—产业经济]