文档介绍：中文摘要 fY删删2㈣32舢3㈣1舢7删4删中文摘要超市零售业是近年来中国发展速度最快、具有广阔发展前景的行业之一。目前哈尔滨市的超市零售业的发展仍处于起步阶段,尚未有企业挺近全国零售业百强。因此学习行业领先的大型超市的发展经验和营销策略,对哈尔滨市大型超市营销中存在的问题制定营销策略,为促进哈尔滨超市零售业的健康、有序发展, 进一步缩小与国内外先进企业之间的差距具有重要的现实意义。本文介绍了国内外超市营销的研究理论和现状,运用SWOT等分析方法对研究对象哈尔滨zH超市进行营销环境的分析,利用STP分析等策略制定适合企业的营销策略。为哈尔滨ZH超市及其他本土超市在激烈竞争的市场环境中求生存、谋发展,在吸收国外先进经验的基础上,构建具有本土特色的超市零售业发展模式等方面提供有价值的参考。关键词:哈尔滨ZH超市;营销策略;自主产品;关系营销 Abstract During thisdecade thesupermarket retailindustry has e one ofthefastest growing and the most energetic trade ,the supermarket reta儿 industry inHarbin isstillinthe initial state SOfar,which thereis no one pany ofHeilongjiang Province appeared in theChina hundred ,it is SO important tostudy the advanced experience and marketing strategies oflarge supermarkets anddevelop business strategy forthe problems existing inthe large supermarket marketing,in order to promote the healthy development ofHarbin supermarket industry and narrow thegap between domestic and overseas advanced enterprises. The articleintroduces themarketing theory and status ofdomesticand overseas we chosetwo ways toapproach isusing method todo ma】d(eting environment analysis fortheresearchobject Harbin ZHsupermarket such as other isusing method todevelop business strategy that suitable for enterprise such themeantime,the aim ofthis articleisproviding valuable Harbin supermarkets and othersupermarkets petition market environment,striving for ule survival and development,absorbing foreign advanced experience innovation,and establishing characteristicdevelopment model of thesupermarket. Keywords:Harbin ZH Supermarket;Marketing strategy;Independent product; Relationship marketing 目录目录中文摘要???????????????????????????????I Abstract???.?????????????????????????????????????..II 目录???????????????????????????????.IⅡ绪论??????????????????????????????????????????1 一、研究背景???????????????????????????1 二、研究的意义??????????????????????????2 三、国内外研究现