家乐福在中国市场的营销策略分析

本文以家乐福大型连锁超级市场为研究对象，在阐述国内外大型超级市场的产生、特征、发展历程和发展趋势的基础上，运用市场营销的基本理论对家乐福大型超级市场现有的市场营销策略进行详细分析，并且对家乐福大型连锁超级市场进行SWOT分析，明确家乐福的优势和劣势，面临的机遇和威胁；通过运用STP理论分析确定家乐福的目标市场和市场定位，从而分析家乐福大型连锁超级市场的营销策略。最后，文章对家乐福的进一步发展提出了几条建议，希望对家乐福公司的发展有所借鉴与参考，同时也希望对我国国内零售业的健康快速发展有所裨益。

关键词：家乐福；大型超级市场；营销；SWOT分析
Abstract
This study aims at Hypermarket of Carrefour to elaborate the creation Characteristic and development process of Hypermarket at home and abroad And make use of the basic theories of marketing to analyze the existing marketing strategy of Carrefour in detail in order to face the challenges and chances the SWOT analysis is also made to nail down the advantages and disadvantages of Carrefour. STP analysis is used to ensure the target market and market fixed position of Carrefour， thereby get the marketing strategy of the large catena supermarket. Finally, the article puts forward some suggestions on the further development of Carrefour, hoping to draw some reference to the development of Carrefour, and also benefit the healthy and rapid development of China's domestic retail industry.

Key Words: Carrefour; hypermarket; marketing；SWOT

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