滁州市大型商业超市促销策略研究——以苏果超市为例

连锁超市和商业超市已经成为我国零售业的主要经营业态。大型商业超市遍布各个城市和乡镇，琳琅满目的商品成为人们购物的首选。伴随超市数量的激增，商业超市的竞争环境日益激烈，如何开展有效的促销活动成为赢得竞争的关键。本文以滁州市苏果超市为研究对象，采用文献法、问卷调查法和实地观察法等分析方法，对当前商业超市采取的促销方式及其效果进行综合分析，并据此提出完善商业超市促销策略的建议，以期为商业超市开展促销竞争提供指导。

关键词：大型超市；促销策略；消费者购买行为

Abstract: Chain supermarkets and commercial supermarkets have become the main operating business of China's retail industry. Large commercial supermarkets are located in various cities and townships. A wide range of commodities have become the first choice for people to shop. With the surge in the number of supermarkets, the competitive environment of commercial supermarkets has become increasingly fierce. How to carry out effective promotional activities has become the key to winning competition. This article takes Chuzhou Suguo Supermarket as the research object, adopts the literature method, questionnaire survey method and field observation method and so on, analyzes the current commercial supermarkets' promotion methods and their effects, and proposes to improve the commercial supermarket promotion strategy accordingly. The proposal to provide guidance for commercial supermarkets to carry out promotional competition.

Key words: Supermarkets; Promotion Strategies; Consumer Purchase Behavior

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