学号：2019443202郑州商学院本科毕业论文（设计）原阳县光洋新博大超市营销策略分析院部名称：工商管理学院专业名称：学生姓名：指导教师：2023年5月摘要随着中国整体经济水平的发展及城镇化水平的提高，居民更加追求方便化、快捷化的消费模式，国内连锁得到了很好的发展，一大批优秀的连锁超市在零售企业的市场上占据着越来越重要的地位，超市之间的竞争愈发激烈。在此背景下，本文以原阳县光洋新博大超市的营销策略进行研究，对光洋新博大超市的发展现状，对光洋新博大超市营销现状、营销环境等展开分析。通过SWOT分析法，从四大方面进行讨论，首先分析原阳县光洋新博大超市内部环境的优劣势，以及外部环境带来的机遇和威胁，进而分析其现有营销策略中存在的问题。光洋新博大超市在营销中还存在着各种问题，如营销观念滞后、促销出现价格不真实、促销形式单一、品牌知名度低等。故此，设计全面的、新型的营销策略去适应新市场发展变得尤为关键。通过分析，本文根据原阳县光洋新博大超市出现的问题提出了相应的策略。包括优化产品结构、制定多样化价格策略、完善分销渠道、改善促销策略等。希望以后能在原阳县光洋新博大超市的发展中发挥一些作用。关键词：光洋新博大超市；营销策略：市场问题AbstractWith the development of China's overall economic level and the improvement ofurbanization level,residents pursue more convenient and fast consumption mode,anddomestic chains have developed well.A large number of excellent supermarket chainsoccupy a more and more important position in the market of retail enterprises,and thecompetition between supermarkets is becoming more and more fierce.In this context,this paper studies the marketing strategy of Guangyang Boda supermarket inYuanyang County,analyzes the development status of the supermarket,the marketingstatus and marketing environment of the supermarket.Through SWOT analysis,fromfour aspects,the advantages and disadvantages of the internal environment ofGuangyang New Boda Supermarket in Yuanyang County are analyzed,as well as theopportunities and threats brought by the external environment,and then the problemsexisting in its existing marketing strategy are analyzed.There are also variousproblems in the marketing of Guangyang New Boda supermarket,such as laggingmarketing concept,unreal price of promotion,single form of promotion,and lowbrand awareness.Therefore,it is particularly critical to design comprehensive andnew marketing strategies to adapt to the development of new markets.Through theanalysis,this paper puts forward the corresponding strategy according to the problemsof Guangyang new Boda supermarket in Yuanyang County.Including optimizingproduct structure,formulating diversified pricing strategies,improving distributionchannels,improving promotion strategies,etc.I hope to play some role in thedevelopment of Guangyang new Boda supermarket in Yuanyang County in the future.Key words:Guangyang new broad supermarket;marketing strategy;marketproblem