摘要随着全球经济结构的变化，连锁经营模式在全球得到了惊人的发展，逐渐广泛地应用于产品流通和服务领域，作为连锁经营模式表现形式之一的大型超市，竞争呈现愈演愈烈的局面。如何使大型超市在激烈竞争中脱颖而出，是每一位经营者必须深入思考的问题之一。促销是大型超市营销的重要工具和方法，特别是在周末，各种有趣的广告活动利用不同的媒体进行宣传，使人们对其销售的产品产生兴趣，进而诱使消费者的购买。然而，我国一些大型超市的促销策略的实施效果比预期的低，主要原因是这些经营者无法根据不同消费者购买行为的特征使用不同的促销方法。本文采用多种消费者行为理论和数据调查方法对福清永辉超市展开调研，探讨福清永辉超市是如何基于消费者购买行为制定相应的促销策略，从而提高促销的效果。关键词：永辉超市：消费者行为：促销策略AbstractWith the change of the global economic structure,the chain operation mode hasachieved an amazing development in the world,and has been gradually applied to thecirculation of goods and services.As one of the manifestations of the chain operation mode,the competition among the large supermarkets has become increasingly fierce.How to makelarge supermarkets stand out from the fierce competition is one of the problems that everyoperator must think deeply.Promotion is an important tool and method for the marketing oflarge supermarkets.Especially on weekends,various interesting advertising campaignsmake use of different media to publicize,so as to make people interested in the productsthey sell,and then induce consumers to buy.However,the implementation effect of thepromotion strategy of some large supermarkets in China is lower than expected.The mainreason is that these operators cannot use different promotion methods according to thecharacteristics of different consumer buying behaviors.Which promotion strategies caneffectively increase consumers'purchasing activities is a major issue that operators need toconsider.This paper adopts a variety of consumer behavior theories and data investigationmethods to investigate Yonghui supermarket in Fuqing,and discusses how the supermarketmakes corresponding promotion strategies based on consumers'purchasing behaviors,so asto improve the promotion effect.Key words:Yonghui supermarket;Consumer behavior;Sales promotion strategy目录2永辉超市的基本情况..2.1永辉超市简介2.2专注做“食品供应链公司”23.1消费者购买行为的类型.33.2影响消费者购买行为的因素344消费者购买决策过程4.1消费者购买决策过程....54.2影响超市消费者购买行为的因素565消费者购买行为分析.....5.1消费者购物的原因..·65.2永辉超市促销对消费者产生的影响.·65.2.1广告促销的行为反应..65.2.2打折促销的行为反应..6