超越价格竞争：胖东来超市服务营销模式的形成机制与启示

Beyond Price Competition: The Formation Mechanism and Implications of Pang Donglai Supermarket’s Service Marketing Model

摘要: 本文以中国零售企业胖东来为例，分析其服务营销模式如何实现超越价格竞争。研究发现，胖东来通过四方面形成差异化服务优势：弱化价格竞争、突出服务价值；制度化服务设计保障服务质量稳定；以员工为中心激发服务执行力；通过高标准服务积累顾客信任与忠诚。本文指出，企业在零售管理中应重视长期战略视角、制度化服务、员工投入及信任关系建设，以构建可持续竞争优势。

Abstract: This paper takes Pang Donglai Supermarket, a Chinese retail enterprise, as a case study to analyze how its service marketing model achieves transcendence beyond price competition. The research finds that Pang Donglai Supermarket has developed differentiated service advantages through four key aspects: downplaying price competition and emphasizing service value; institutionalizing service design to ensure consistent service quality; centering on employees to stimulate service execution; and accumulating customer trust and loyalty through high-standard services. This paper suggests that enterprises in retail management should prioritize long-term strategic perspectives, institutionalized services, employee engagement, and the cultivation of trust-based relationships to build sustainable competitive advantages.