英文版家乐福超市策划方案

一、可行性保定人买日用品和食品,都去超市,更有一些年轻人,逐渐养成了一周去一次超市的习惯,日常生活的吃用,在超市都能解决。家乐福集团作为大卖场业态的首创者,是欧洲第一大零售商,世界第二大国际化零售连锁集团。集团以三种主要经营业态引领市场:大型超市,超市以及折扣店。此外,家乐福还在一些国家发展了便利店和会员制量贩店。现拥有11,000多家营运零售单位,业务范围遍及世界30个国家和地区,员工总数超过43万人。在保定经济不断增长的时期入驻,对保定及家乐福集团本身有着进步意义。Baodingpeoplebuydailynecessitiesandfood,arechangedgotothesupermarket,someyoungpeople,graduallydevelopaweektoonceasupermarkethabits,dailyeatplay,inthesupermarketcanbesolved,don'thavetobeanofficeoravegetablemarket.CarrefourGroupassupermarketsYetaipioneer,isthefirstlargestretailerinEurope,thesecondlargestretailerintheworld.GroupinthreemainbusinessYetaitoleadthemarket:alargesupermarket,supermarketsanddiscountstores.Inaddition,Carrefourhasdevelopedanumberofcountriesandthemembershipdiscountstoresconveniencestores.Nowhasmorethan11000retailunitsinoperation,scopeofbusinessthroughouttheworld30countriesandregions,thetotalnumberofemployeesmorethan430000people.InBaoding'sgrowingeconomyintheperiod,BaodingandCarrefourGroupitselfwiththeprogressivesignificance.二、SWOT 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 (一)优势(Strength)1、家乐福超市是一家连锁超市的分店,其资金来源丰厚,且运营成本较为低廉。产品品种非常齐全,消费者的选择更多。物美价廉更有利于市场的开拓。Carrefoursupermarketisabranchofachainstores,itsfinancingsourceisrichandgenerous,andtheoperationcostislow.ThetypeofProductiscomplete,theconsumerscanhavemorechoices.Highqualityandinexpensivepriceismoreconducivetomarketdevelopment.2、采用国际先进的超市管理模式,在经营管理上全面本土化,可以因地制宜的对市场变化进行调整。积极融入当地的文化和环境,大量聘请当地员工,实现本土化管理,并为本土员工创造事业发展的机会。另外各门店95%以上的商品在当地采购,以确保产品的新鲜度并贴近本地消费习惯。Carrefoursupermarketusingtheinternationaladvancedmanagementmode,Inthemanagementofcomprehensivelocalization,cansuititsmeasurestolocalconditionstoadjustthechangesinthemarket。ActivelyBlendinthelocalcultureandenvironment,employalargenumberoflocalstaff,inordertoachievelocalizationmanagement,andforthelocalstafftocreatecareerdevelopmentopportunities.Inaddition,morethan95%ofthegoodsofthestoresinthelocalprocurement,toensurefreshnessandclosetothelocalconsumer'shabits.(二)劣势(Weakness)1、由于倾向于单店式的管理模式,造成管理上的不透明,一些商品品质不佳,降低了消费者对家乐福的忠诚度。duetoatendencytosingletypemanagementmode,resultingtheopaqueinmanagement,somegoodsofpoorquality,lowerconsumer'sloyaltyofCarrefour.2、多家家乐福超市存在虚构原价、标低价卖高价、不履行价格承诺、误导性价格标示等多种价格欺诈行为。事后态度不够诚恳,导致消费者信心受挫。AnumberofsupermarketsofCarrefourexistingfictitiousprice,Standardlowpricesalehighprice,notperformthecommitmentprice,misleadingpriceandotherpricefraud.Afterwards,theattitudenotsincereenough,ledtothelossofcustomer'sconfidence。(三)机会(Opportunity)消费心理学显示,消费者在选购商品时更容易 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现出从众心理。相对于没有品牌或者不知名品牌的商品,消费者对于大型超市家乐福商品的信任度更高,在购物环境、商品种类、服务质量等方面更加信赖,由此可知其潜在的吸引力较大。同时保定居民的消费需求在不断的增加,家乐福超市发展空间很大,成功的可能性较大。ConsumptionPsychologyshows:consumersinthepurchaseofgoodseasiertodemonstrateconformity.Comparedwithnobrandgoods,consumerhavehighertrustdegreeofthegoods,shoppingenvironment,commodity,servicequalityinthelargesupermarketCarrefour,thereforeitspotentialappealislarge.Atthesametime,Baodingresidents'consumptiondemandisincreasing,sothedevelopmentspaceandsuccessfulpossibilityoftheCarrefoursupermarketisverylarge.(四)威胁(Threats)保定市内有数家大大小小的超市,且有不少杂货店,家乐福的竞争对手多而杂。如大润发超市地理位置较好,而一些地理位置较为不好的小超市,采取价格策略,其部分商品价格往往低于家乐福超市。此外在市中心更有保百、惠友、美特好等大型超市,而沃尔玛等一些超市也准备入驻,因而威胁出现的概率较大。ThereareseverallargeandsmallsupermarketsandmanygrocerystoresinBaoding,thecompetitorismuchandmiscellaneous.SuchasRt-martsupermarketwhoselocationisbetter,whilethesmallsupermarketsthatthelocationisnotgoodtakethepricestrategy,thepartialcommoditypricesareoftenlowerthantheCarrefoursupermarket.Inaddition,inthecenterofthecity,thereareBaobai,Huiyou,SPARandotherlargesupermarket.andsomesupermarketsarepreparedtobesettleddown,suchasWal-Mart.wecanseethatthethreatofhighprobability.三、目标市场战略(一)市场细分家乐福在进入中国所作的分析报告中指出,中国最大的消费群体是新生的中产阶级,容易接受新产品,这是家乐福发展的顾客基础。家乐福超市的目标顾客大多为注重商品和服务价值的家庭主妇,她们不仅关注价格,更关注性价比。TheanalysisreportthatCarrefourmakesbeforeenterintoChinapointsout,China'sbiggestconsumptiongroupisthenewmiddleclass,theyareeasytoacceptthenewproducts,theyareCarrefourdevelopmentcustomerbase.ThetargetcustomerofCarrefoursupermarketishousewifethatwhoaremostlyfocusongoodsandservices,theynotonlyconcernedabouttheprice,butalsopaymoreattentiontothecosteffective.(二)市场选择所谓目标市场,就是指企业在市场细分之后的若干“子市场”中,所运用的企业营销活动之“矢”而瞄准的市场方向之“的”的优选过程。按消费者的特征把整个潜在市场细分成若干部分,根据产品本身的特性,选定其中的某部分或几部分的消费者作为综合运用各种市场策略所追求的销售目标,此目标即为目标市场。家乐福大型超市的目标市场锁定为保定的中产阶级家庭。Targetmarket,isreferstotheenterpriseinthemarketafterseveral"market",theenterprisemarketingactivitiesofthe"vector"andaimatthemarketdirection"ofthe"selectionprocess.Accordingtothecharacteristicsofthepotentialconsumermarketsegmentationintoseveralparts,accordingtothepropertiesoftheproductitself,theselectedonepartorpartsoftheconsumerasthecomprehensiveuseofvariousmarketingstrategiespursuedbythesalestarget,thistargetisthetargetmarket.Carrefoursupermarket'stargetmarketlockforBaoding'smiddleclassfamily.(三)市场定位市场定位也称产品定位或竞争性定位,是根据竞争者现有产品在细分市场上所处的地位和顾客对产品某些属性的重视程度,塑造出本企业产品与众不同的鲜明个性或形象并传递给目标顾客,使该产品在细分市场上占有强有力的竞争位置。家乐福超市的经营理念:一次购足、超低售价、货品新鲜、自助选购、免费停车。其“开心购物家乐福”、“一站式购物”等理念已经深入人心,所以家乐福市场定位点是超低价格和让顾客获得最大价值。Marketpositioningisalsocalledproductpositioningorcompetitivepositioning,isbasedonthecompetitortoexistingproductsinfractionizemarketpositionandcustomerforproductsofcertainattributes,createtheenterpriseproductsoutoftheordinarycharacterorimageandcommunicatedtothetargetcustomers,maketheproductinthemarketoccupiesastrongcompetitiveposition.Carrefoursupermarketbusinessphilosophy:aone-stop,lowprice,buygoodsfresh,self-help,freeparking.The"happyshoppinginCarrefour","one-stopshopping"concepthaswinsupportamongthepeople,sotheCarrefourmarket'spositioningistheultralowpriceandletcustomersgetthemaximumvalue.四、家乐福营销组合策略Carrefourmarketingcombinationstrategy(一)产品策略一次购足是家乐福大型超市的经营理念之一,只有高效的产品组合才让消费者有更广阔的挑战空间,有了一次购足的可能。家乐福备有临时托儿所、胶卷冲洗店,提供银行存款和信用卡支付等一系列服务。同时,还积极开发自有品牌,来丰富自己的产品组合系列,家乐福的自有品牌是一种由家乐福自己从设计、开发、原料选取、加工、以及到经销全过程控制的产品,主要包括食品、杂货、日用品及服装等四大类几百种自有品牌,就是想尽一切办法让顾客轻松找到便宜货。当然,家乐福集团为了向消费者提供质优价廉的商品,建立了全球性的采购网络。在中国,消费者喜欢从大量的商品中选择自己喜爱的商品,然后购买,为了迎合这一挑选习惯,家乐福的货架上增加了同类商品的供应量,以便顾客选购。Aone-stopisoneoftheefficientportfolioCarrefoursupermarketbusinessphilosophyis,onlytoletconsumershavemorechallengestospace,withone-stopmay.Atemporarynursery,filmprocessingshop,bankdepositandcreditcardpaymentandaseriesofservices.Atthesametime,Carrefourisalsoactivelydevelopingitsownbrand,toenrichtheirproductportfolioseries,Carrefour'sownbrandisaCarrefourhimselffromdesign,development,rawmaterialselection,processing,distributionandtowholeprocesscontrolproducts,includingfood,groceries,dailynecessitiessuchasclothingandfourbroadcategoriesofhundredsofbrandsbyallmeans,isforcustomerstoeasilyfindabargain.Ofcourse,theCarrefourGroupinordertoprovideconsumerswithqualityandcheapgoods,setupaglobalprocurementnetwork.InChina,consumerslikefromalargenumberofgoodstochoosetheirownfavoriteproducts,andthentopurchase,inordertocatertothisselectedhabits,Carrefourshelvesincreasedsimilarcommoditysupply,sothatcustomersbuy.(二)价格策略家乐福大规模的经营战略,使其能够获得现代化的规模效应,通过大规模的大批量的采购,享受数量折扣优惠转化为公司的低成本优势。另外,在产品选择上,家乐福倾向于本土化,节约了大量的运输成本和配送费用。还有,为了减少流通环节,降低经营成本,超市还自己开发了自有品牌的商品。所有这一切,都是家乐福低价价格策略的坚强后盾。有了这一切,家乐福才能保持低价,对顾客形成极大的诱惑。Carrefourlarge-scalebusinessstrategy,sothatitcangetthemodernizationofthescaleeffect,throughlargequantitypurchase,enjoythequantitydiscountsintothecompany'slowcostadvantage.Inaddition,inproductselection,Carrefourtendtolocalization,savingtransportcostsanddistributioncosts.Also,inordertoreducethecirculationlink,reduceoperatingcosts,thesupermarketalsodevelopeditsownbrandofmerchandise.Allofthis,isthestrongbackingofthelowpricestrategyofcarrefour.Withallofthis,Carrefourtomaintainlowprices,tocustomerstoformagreattemptation.(三)地点策略在选址方面,主要考虑一下几点:1、当地的人口规模和经济发展水平为了保证大型超市的吞吐量,要把店址锁定在人口密度高、消费能力强的区域。Inordertoguaranteethethroughputoflargesupermarket,shopshouldlocatedinareasthatthepopulationdensityishigh,consumptivecapabilityisstrong.2、周边的竞争情况在开业前把其他超市的情况了解清楚,比如环境是否清洁,哪类产品的性价比高,然后根据调研结果制定自己的竞争策略。Beforeopening,wemusthaveaclearunderstandingoftheothersupermarket‘ssituation,suchaswhethertheenvironmentisclean,whatkindofproductcosteffectiveishigh,thenaccordingtotheresearchresultsmakeacompetitionstrategy.3、区域内的城市交通情况选址尽量选在交通方便,许都公交通过或者道路宽敞的地方,如果没有合适的就把辐射的半径扩大,也可以自己租用公交车在指定的居民区内穿行,方便离得较远的消费者一次性购齐一周的生活用品。Thelocationischosenasfaraspossibleintrafficisconvenient,manypublictransportationthroughorroadspaciousplace,ifnosuitabletoradiationradiusexpands,alsocanhireabusinthespecifiedthroughtheirneighborhood,convenientfartherawayconsumersbuyaweekofdailynecessities.(四)促销策略1、广告。这是信息传递与消费者沟通的传统方式,利用能影响目标消费群消费行为的广播、电视、报纸等媒体介绍活动和团购内容。媒体的选择、投放的频率和每次投放的主题要依活动具体 要求 对教师党员的评价套管和固井爆破片与爆破装置仓库管理基本要求三甲医院都需要复审吗 而定,目的在于引导消费者关注本次促销活动,这是促进消费的第一步。Thisisthetransferofinformationtocommunicatewithconsumersinthetraditionalway,usecaninfluencethetargetconsumergroupconsumptionbehaviorofradio,television,newspapersandothermediaactivityandgrouppurchasecontent.Thechoiceofmedia,onthefrequencyandtimeonthesubjectaccordingtothespecificrequest,itsaimistoguidetheconsumerstopayattentiontothepromotion,thisisthefirststeptopromoteconsumption.2、销售促销。对卖场内货架、堆码陈列、pop布置、环境气氛等进行生动化布置,提示消费者有关促销活动的信息。每一列货架的两端都布有促销台,台上单一的摆放那些低价的促销商品,而且上方挂上醒目的大黄色价格牌。让消费者一目了然。一般在活动的前3天到前1天就要将陈列做到位,这种沟通方式既加深促销的气氛,又可以更贴近消费者。Thestoreshelves,stackingdisplay,poplayout,environmentalatmosphereandvividlayout,promptstheconsumerrelatedpromotionalactivitiesinformation.EachrowofshelvesatbothendsoftheclothwithpromotionalTaiwan,Taiwansingletoplacethelow-pricedpromotionalmerchandise,andhungonbigeye-catchingyellowpricetag.Allowconsumerstostickoutamile.Generalbeforetheevent3daysto1daysbeforewilldisplay继续阅读