某市大型超市消费者行为研究..doc

河南财经学院本科生毕业论文 郑州市大型超市消费者行为研究 姓　　名 陶 源 学　　号 2005403533 专　　业 市场营销 指导教师 郭震 讲师 2009年05月12日摘 要 大型超市作为九十年代后半期在我国兴起的一种新型业态，由于商店营业面积大，可挑选性强，以销售日常消费品为主，且大多数建在交通便利的地点或大型写字楼及居民居住区附近，其商圈辐射范围较广，拥有充足的停车位，能容纳大量消费者购物，成为零售业主要的形态之一。随着郑州市民生活水平的提高，人们对消费的要求也越来越高。大型超市满足了人们的消费需求，提高市场占有率也就成为了当务之急。在空前激烈的竞争面前，大型超市如何把握住机遇，如何制定合理的营销策略成为成败与否的关键。本文通过对郑州大型超市消费者购买动机，消费心理及购买决策的分析，找出目前大型超市存在的问题，为其发展提出一些建议及促销方案。 关键词:商战；大型超市；消费者行为分析；消费者购买动机；促销方案 Abstract General? MerchandiseStore as a new type business format rises in the late period of 1990s,due to the large square meter,you may choose anything you like .It is mainly the daily consumer goods sales. And the majority of traffic to facilitate construction sites or large office building and the residents live near it ,its district wide range of radiation, with ample parking spaces, it can accommodate a large number of consumers shopping .Patterns become one of the major retail. Zhengzhou people with living standards, people’s consumption is getting higher and higher requirements. General? MerchandiseStore to meet consumer demand for people to improve the market share has become a top priority. In the face of unprecedented competition.How to grasp opportunities for General?MerchandiseStore and how to formulate a reasonable marketing strategy to become the key to success or failure.Based on the General? MerchandiseStore in Zhengzhou motivated consumers to buy.,the purchase of consumer psychology and the analysis of decision-making,to find out the current issue of the existence of General? MerchandiseStore.Put forward some suggestions for its development and marketing programs. Key words:commercial war; General? MerchandiseStore; analysis of consumer behavior; motivated consumers to buy; promotions 目 录 引 言 1 一、本文的研究意义及相关概念 1 （一）消费者行为研究意义 1 （二）概念界定 1 1.零售的定义 1 2.大型超市的界定 2 二、郑州市大型超市环境分析 2 （一）调研方案设计和调研目的 2 （二） 历史背景 2 （三）大型超市的市场概况 3 （四）大型超市面临市场问题及市场前景 4 三、消费者分析 5 （一）消费者的总体消费态势 5 （二）消费者的购买动机 6 1.理智动机及消费习惯 6 2.感情动机及消费习惯 7 3