浅析我国大型超市的服务竞争策略

Analysis of China’s Large Supermarket Service Competition Strategy

摘要:

随着我国改革开放的不断深化以及全球经济一体化发展的趋势，我国的大型超市面临着国内和国际企业的双重竞争。科技的迅猛发展使得产品的差距越来越小，传统的营销策略实践活动越来越难以维护顾客忠诚，实现企业预期的营销目标。我国的大型超市如何在众多的竞争对手当中脱颖而出，服务就成为企业制胜的有力武器。当代的消费者追求的不仅仅是买到东西，更重要的是一种购物体验。超市如何通过提供各种个性化的服务来提高顾客满意程度实现顾客忠诚，从而巩固企业的市场份额，提高企业的核心竞争力就显得尤为重要。本文通过分析影响大型超市消费者满意程度的因素，着重分析了超市服务对消费者满意的影响，系统分析了我国大型超市在服务方面存在的问题，并结合我国消费者的特点针对我国大型超市在服务方面存在的各种问题提出了一套完整的，具有针对性的可行性的解决方案。

Abstract: With the deepening of China’s opening-up and global economic integration, China’s large supermarkets are faced with competition from both internal and external companies. What’s more, rapid development of science and technology makes smaller product differentiation. As a result, traditional marketing strategies and practice activities have more difficulties in maintaining customer loyalty and achieving the expected business marketing goals. How do China’s large supermarkets stand out among competitors? Consumer service has become a powerful weapon for winning business. Contemporary consumers expect not only to buy something, more important, but to seek a shopping satisfaction. Therefore, in order to enhance customer satisfaction, achieve customer loyalty, consolidate market share and improve the core competitiveness of enterprises, a variety of personalized services offered by China’s large supermarkets are particularly important. By analyzing impact factors on consumer satisfaction, especially supermarkets’ services on consumer satisfaction, exploring the existing problems of large supermarkets’ services, and integrating the consumer’s characteristics, this paper proposes targeted and practical solutions for various problems which existed on China’s large supermarket services.