山姆“仓储式”超市营销策略研究

Research on the Marketing Strategy of Sam’s “Warehouse Style” Supermarket

摘要: 本研究主要聚焦于山姆在互联网经济背景下的创新和转型。涵盖了山姆会员店在中国的发展历程、市场定位以及具体营销策略，包括产品策略、渠道策略、价格策略和促销策略。山姆会员店通过精准市场定位、产品差异化及创新促销活动吸引并保持顾客忠诚度。同时，店铺不断探索新营销手段以适应时代变化，在激烈竞争中稳固市场地位。

Abstract: This study focuses on Sam’s innovation and transformation in the context of the Internet economy. It covers the development history, market positioning, and specific marketing strategies of Sam’s Club in China, including product strategy, channel strategy, price strategy, and promotion strategy. Sam’s Club attracts and maintains customer loyalty through precise market positioning, product differentiation, and innovative promotional activities. At the same time, the store continues to explore new marketing methods to adapt to changes in the times and solidify its market position in fierce competition.