超市商品促销折方案研究.docxVIP

超市商品促销打折方案研究 摘要:超市的迅速发展在给百姓生活带来方便的同时,彼此之间的竞争也日益激烈.为了扩大销售额,吸引更多的消费者前来购物,各超市纷纷使出浑身解数,采取各种营销手段,而促销恰恰是各种营销手段中不可缺少的,促销管理也就成为超市营销管理的重要部分.本文从经济学的角度,分析目前流行的超市打折现象,认为超市商品打折虽在短期内有利于提高消费者剩余,强化竞争,有利于企业转换经营机制,减少重复建设及产品雷同现象,但是过度竞争造成的竟相打折现象弊大于利,从长期看,最终会降低社会总福利.本文从促销打折对各主体的利弊分析入手,试图找出如何应对规范打折的思路和对策. 关键词:超市;销售额;商品打折 TITLE Student: Instructor: Abstract: The rapid development of the supermarket bring convenience to peoples life, the competition between each other is also increasingly fierce. In order to expand sales, attract more consumers to shopping, supermarkets have resorted to use all ones skill, adopt various means of marketing and promotion, it is indispensable in the various marketing tools, marketing management has also become an important part of the supermarket marketing management. In this paper, from the perspective of economics, supermarket discount phenomenon of popular, supermarket goods discount is beneficial in the short term to improve consumer surplus, strengthen competition, advantageous to the enterprise operating mechanism, reduce the repeated construction and similar products, but the excessive competition caused by competing discount phenomenon more harm than good, from a long-term look, will reduce the social total welfare. This paper starts from the pros and cons of each subjects promotional discount analysis, trying to find out the ideas and the strategy to deal with standard discount. Key words: Supermarket sales; sales 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc385771116 1 引言 PAGEREF _Toc385771116 \h 3 HYPERLINK \l _Toc385771117 2 打折的相关概念 PAGEREF _Toc385771117 \h 4 HYPERLINK \l _Toc385771118 2.1 打折的概念以及法律特征 PAGEREF _Toc385771118 \h 4 HYPERLINK \l _Toc385771119 2.2 打折的具体种类 PAGEREF _Toc385771119 \h 4 HYPERLINK \l _Toc385771120 2.3 折扣方法 PAGEREF _Toc385771120 \h 5 HYPERLINK \l _Toc385771121 3. 超市商品打折带来的经济效益与损害 PAGEREF _Toc385771121 \h 5 HYPERLINK \l _Toc385771122 3.1消费者对商品打折的心理状况分析 PAGEREF _Toc385771122 \h 5 HYPERLINK \l _Toc385771123 3.1.1基本假