文档介绍：上海交通大学
硕士学位论文
华联吉买盛公司营销战略的研究
姓名:王幼
申请学位级别:硕士
专业:工商管理
指导教师:胡海鸥
20070113
华联吉买盛公司营销战略的研究

摘要

本文研究的华联吉买盛公司是一家以上海为主要发展区域的大型连锁超市业态
的专业公司,2006 年其同业态市场份额居于第七位。本文的研究目标是力图解决华
联吉买盛这样一个在特定的区域市场和处于特定市场地位的中小规模企业的营销战
略规划问题。
本文的研究脉络是第一方面确立华联吉买盛营销战略的研究模型和路径;第二
方面是分析华联吉买盛所处的环境,揭示环境因素给华联吉买盛所带来的机遇和挑
战;第三方面分析华联吉买盛的内部资源和能力,总结华联吉买盛的优势和劣势; 第
四方面是研究营销战略的匹配和实施,指出华联吉买盛营销战略的定位策略将基于
集中差异化的竞争战略,并且在研究华联吉买盛的业态定位、目标市场定位、目标
顾客定位和营销理念定位的基础上,展开营销战略组合规划。
本文的研究方法是采用理论应用与市场调查数据相结合的方法。在理论的应用
方面,在环境分析过程中采用了 PEST 分析法、波特的五力模型,在战略匹配过程中
采用了 SWOT 分析法的框架结构,在定位分析过程中吸取了里斯的《定位》和《营
销战》的思想;在市场调查数据方面,本文采用了大量来自咨询、调查公司的资料。
本文的创新之处在于指出了上海地区大型连锁超市业态进一步细分化的发展趋
势,并提出了具有大型连锁超市业态特征的营销战略组合。

关键词:大型连锁超市,定位,营销,战略
THE RESEARCH OF HUALIAN PANY
FOR MARKETING STRATEGY

ABSTRACT

HUALIAN pany this thesis analyzed is a chain pany
which is mainly located in Shanghai region and its market share positions in number
seven of the same panies in 2006. In that case, the aim of the thesis was to
make a research on the marketing strategy of such a special middle or small scaled
company and helped HUALIAN GMS gain the petitive strength in the
near future.
The research frame of this thesis could be separated into four parts. Firstly, the thesis
made a research model ; Secondly, the thesis analysed the main enviromental factors
which would bring the opportunities and challenges for HUALIAN GMS; Thirdly, the
thesis analysed the resources of HUALIAN GMS which would mean the strengths or
weaknesses of HUALIAN GMS; Forthly, the thesis determined a concentrated and
differentiated marketing strategies for HUALIAN GMS and then devised the integrated
strategies bines 6 marketing factors to achieve the positioning .
The research method of the bined the application of the related theories
with the datas from the market research. In the thories tier, the thesis applied PEST
analysis method , Porter 5-power model and SWOT analysis method and the Princ