互联网背景下登封千惠超市服务营销策略创新研究.docx

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互联网背景下登封千惠超市服务营销策略创新研究

摘要

在当前数字化浪潮的推动下，互联网的迅猛发展无疑给实体超市带来了巨大的挑战。大型连锁超市，如河南千惠超市，不仅要面对同行业内其他大型连锁超市的激烈竞争，还要应对互联网线上超市的冲击。这种竞争态势不仅体现在市场份额的争夺上，更体现在营销策略的创新与实施上。河南千惠超市自创立以来，凭借其独特的经营理念和优质的服务，迅速在登封市乃至更广泛区域内占据了市场的主导地位，成为当地商贸的领军企业。然而，随着区域零售业的竞争日益加剧，河南千惠超市也面临着前所未有的挑战。为了保持其市场地位并实现长远健康的发展，超市必须对现有的营销策略进行深入的反思和改进。

为了更好地应对市场变化，河南千惠超市需要系统地研究当前国内外关于营销策略的理论研究成果，借鉴先进的营销理念和方法。同时，结合7PS理论（产品、价格、促销、地点、人员、过程、有形展示），发现自身问题并解决问题。

关键字:互联网，实体店，服务营销策略

ResearchonservicemarketingStrategyinnovationofDengfengQianhuiSupermarketunderthebackgroundoftheInternet

Abstract

Drivenbythecurrentwaveofdigital,therapiddevelopmentoftheInternethasundoubtedlybroughtgreatchallengestothephysicalsupermarket.Largesupermarketchains,suchasHenanQianhuiSupermarket,notonlyhavetofacethefiercecompetitionfromotherlargesupermarketchainsinthesameindustry,butalsohavetodealwiththeimpactofInternetonlinesupermarkets.Thiscompetitionsituationisnotonlyreflectedinthecompetitionformarketshare,butalsoreflectedintheinnovationandimplementationofmarketingstrategy.Sinceitsestablishment,HenanQianhuiSupermarket,withitsuniquebusinessphilosophyandhigh-qualityservice,hasquicklyoccupiedadominantpositioninthemarketinDengfengcityandevenawiderregion,andbecomealeadingenterpriseinlocalbusiness.However,withtheincreasingcompetitionintheregionalretailindustry,HenanQianhuiSupermarketisalsofacingunprecedentedchallenges.Inordertomaintainitsmarketpositionandachievelong-termandhealthydevelopment,supermarketsmustdeeplyreflectonandimprovetheexistingmarketingstrategies.

Inordertobettercopewiththemarketchanges,HenanQianhuiSupermarketneedstosystematicallystudythecurrenttheoreticalresearchresultsonmarketingstrategiesathomeandabroad,andlearnfromtheadvancedmarketingconceptsandmethods.Atthesametime,combinedwiththe7PStheory(product,