基于关系营销的YZ商超集团营销策略研究

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摘要

YZ 商超集团是一家山东省区域性零售业龙头企业，在山东省以及周边省份具

有较高的品牌影响力和聚客能力。从 2010 年开始，集团实施“密集渗透、立体开

发”的发展策略，对集团的发展提出了更高的要求。然而，随着 YZ 商超集团的推

进式的发展，集团发展的竞争压力逐渐加大，买方市场和微利时代，要求集团改

变过去传统的、交易式的营销策略，改善经营管理策略。本文正是基于分析 YZ 商

超集团的营销现状，运用关系营销理论，试图完善 YZ 商超集团的营销策略，以保

证集团在激烈的市场环境竞争下，能够保有持续的竞争力和活力，为集团发展探

寻一条更加适宜的道路。

YZ 商超集团在市场营销中要与各方建立长期稳固的关系，集团营销策略设计

必须坚持以关系营销为导向，而这种关系的建立和维护，需要通过提高顾客满意

度的服务优化关系，塑造顾客参与和互动的购物体验强化关系，满足顾客多元化

的购物选择的网络营销来打通并拓展关系。基于关系营销的营销策略优化，有助

于YZ 商超集团与各相关利益者建立长久稳定的关系，为商超的发展建立良好的内

外环境。

YZ 商超集团需要加强与顾客、供应商、内部员工、竞争者、相关影响者等关

系主体的粘性，并且不断巩固与各方关系。关系营销策略的重点是从探析顾客需

求、筛选战略顾客、提高顾客满意度等方式改善集团与顾客的关系；筛选优质供

应商、与供应商建立合作伙伴关系，以此优化与供应商的关系；尊重、珍惜内部

员工，为员工提供清晰明确的发展空间等方式改善与内部员工的关系；通过维护

良好的社会形象、与政府等建立长期健康的关系等维护集团与相关影响者的关系；

与竞争者建立合作竞争的方式，改进与竞争者的关系。服务营销策略主要从提供

优质服务、提高流程质量、展示有形形象三个方面实施，通过提升服务，赢得忠

诚顾客，优化集团与各方主体的关系。体验营销策略通过打造顾客的感官、情感、

思考、行动和关联体验，增强与顾客的互动，满足顾客对于服务体验的需求，进

一步强化与顾客的关系。自媒体营销和“O2O”互动营销的网络营销策略，为顾

客提供多种方式的购物选择，进一步深化集团与顾客的关系。

关键词：YZ 商超关系营销营销策略

ABSTRACT

YZ commercial supermarket is a regional retail industry leading enterprises of the

Shandong province, which has high brand influence and customer attract in Shandong

and surrounding provinces. The group has raised the development strategy "Dense

infiltration, Stereoscopic development" since 2010, this expressed higher requirement to

the development of the group. However, competitive pressure increased gradually, as

the group promoted. Buyer's market and era of meager profit require the group changing

the traditional, transactional marketing strategy, improving the operation and

management strategy. This article is based on the current situation of YZ commercial

supermarket, using the relationship marketing theory, trying to improve the YZ

commercial super market's marketing strategy to ensure that the group can keep

continuous competitiveness and vitality in a highly competitive market environment,

exploring a more appropriate way to the group’s development.

YZ commercial supermarket should establish a long-term relationship with other

parts in marketing, design of marketing strategy must adhere to orient relationship

marketing, establishing and maintaining the relationship, requires service optimization

that improves the customers’ satisfaction, establishing shopping experience that

strengthens relation between customers’ participation and interaction, network

marketing that meets all kinds of customers’ shopping choice, so that the relationship

can be got through. Optimization of marketing strategy based on relationship is helpful

for the YZ commercial supermarket to establish long-term and stable relations with all

stakeholders, and establish good internal and external environment for the development

of YZ commercial supermarket.

YZ commercial supermarket need to strengthen the relationship with customers,

suppliers, employees, and competitors, and further consolidate. Emphasis of the

relationship marketing strategy is improving relationship between company and

customers by digging customers’ demand, screening strategic customers and improving

customers’ satisfaction. Improving relationship between company and internal staff by

respecting and cherishing them, providing a clear development space and so on.

Maintaining relationship between company and relevant influencers by maintaining a

good social image, establishing long-term and health relationship with the government.

Improving relationship between company and competitors by establishing

cooperation-competition relationship. Service marketing strategy is mainly achieved by

3 aspects: providing quality services, improving process quality and showing the

Tangible image. Optimizing relationship between the company and the main parts by

upgrading the service, obtaining loyal customers. Experience marketing strategy

strengthens relationship with customers by providing the customers senses, emotions,

thoughts, actions, and the associated experience, enhancing interaction with the

customer, satisfying customers’ demand for service experience. Online marketing

strategies such as media marketing and "O2O" interactive marketing further deepens

relationship between the company and customers by providing the customers a variety

of shopping options.

Key Word：YZ Commercial supermarket；Relationship marketing；

Marketing Strategy

中文摘要

ABSTRACT

第一章绪论 ................................................................................................................. 1

1.1 研究背景及意义 ................................................................................................. 1

1.1.1 研究对象 ...................................................................................................... 1

1.1.2 研究背景 ...................................................................................................... 1

1.1.3 研究意义 ...................................................................................................... 2

1.2 国内外研究现状 ................................................................................................. 2

1.2.1 国外研究现状 .............................................................................................. 2

1.2.2 国内研究现状 .............................................................................................. 3

1.3 研究内容、方法 ................................................................................................. 9

1.3.1 研究内容 ...................................................................................................... 9

1.3.2 研究方法 ...................................................................................................... 9

1.4 分析工具 ........................................................................................................... 10

1.4.1 PEST 分析方法 ........................................................................................... 10

1.4.2 波特五力分析模型 .................................................................................... 10

1.4.3 SWOT 分析法 ............................................................................................. 10

1.5 文章主要内容与研究框架 ............................................................................... 11

第二章市场营销的相关理论 ....................................................................................... 13

2.1 营销观念的发展进程及关系营销的产生与发展 ........................................... 13

2.1.1 营销观念的发展进程 ................................................................................ 13

2.1.2 关系营销理论的雏形——服务营销的 7P 理论 ...................................... 14

2.1.3 服务营销 7Ps 对关系营销理论发展的意义 ............................................ 14

2.1.4 关系营销的产生 ........................................................................................ 15

2.2 关系营销与传统交易营销的区别 ................................................................... 18

2.3 关系营销的优势 ............................................................................................... 19

2.4 体验营销理论 ................................................................................................... 20

2.5 网络营销理论 ................................................................................................... 20

第三章 YZ 商超集团营销环境分析 ............................................................................. 22

3.1 YZ 商超集团外部环境分析 .............................................................................. 22

3.1.1 宏观环境分析 ............................................................................................ 22

3.1.2 行业环境分析 ............................................................................................ 25

3.2 YZ 商超集团内部环境分析 .............................................................................. 30

3.2.1 企业情况 .................................................................................................... 30

3.2.2 社会资源 .................................................................................................... 31

3.2.3 人力资源 .................................................................................................... 32

3.3 YZ 商超集团营销现状及问题分析 .................................................................. 33

3.3.1 YZ 商超集团营销现状 ............................................................................... 33

3.3.2 YZ 商超集团营销问题及成因 ................................................................... 35

3.3.3 YZ 商超集团 SWOT 分析.......................................................................... 39

3.4 基于关系营销的营销策略优化的必要性 ....................................................... 39

3.4.1 应对市场竞争的需要 ................................................................................ 40

3.4.2 降低运营成本的手段 ................................................................................ 40

3.4.3 扩大品牌影响力的要求 ............................................................................ 40

第四章基于关系营销的 YZ 商超集团营销策略优化 ................................................ 41

4.1 营销策略设计目标及原则 ............................................................................... 41

4.1.1 营销策略设计目标 .................................................................................... 41

4.1.2 营销策略设计原则 .................................................................................... 41

4.2 关系营销策略 ................................................................................................... 42

4.2.1 改善顾客关系 ............................................................................................ 43

4.2.2 优化供应商关系 ........................................................................................ 45

4.2.3 重视内部员工关系 .................................................................................... 46

4.2.4 改善与相关影响者的关系 ........................................................................ 47

4.2.5 改进与竞争者关系 .................................................................................... 49

4.3 服务营销策略 ................................................................................................... 49

4.3.1 提供优质服务 ............................................................................................ 49

4.3.2 提高流程质量 ............................................................................................ 51

4.3.3 展示有形形象 ............................................................................................ 51

4.4 体验营销策略 ................................................................................................... 52

4.4.1 打造感官体验 ............................................................................................ 53

4.4.2 加强情感体验 ............................................................................................ 54

4.4.3 重视思考体验 ............................................................................................ 54

4.4.4 创造行动体验 ............................................................................................ 55

4.4.5 组织关联体验 ............................................................................................ 55

4.5 网络营销策略 ................................................................................................... 56

4.5.1 自媒体营销 ................................................................................................ 56

4.5.2 “O2O”互动营销策略 ............................................................................. 58

第五章 YZ 商超集团营销实施保障 ............................................................................. 61

5.1 提供运营保障支持 ........................................................................................... 61

5.1.1 服务专业化 ................................................................................................ 61

5.1.2 信息技术高效化 ........................................................................................ 61

5.1.3 物流配送中心现代化 ................................................................................ 62

5.2 加强企业文化建设 ........................................................................................... 63

5.2.1 注重品牌形象的提升 ................................................................................ 63

5.2.2 体现以人为本的理念 ................................................................................ 64

5.2.3 塑造企业核心价值观 ................................................................................ 64

5.3 完善薪酬激励机制 ........................................................................................... 64

5.3.1 改善薪酬管理 ............................................................................................ 64

5.3.2 优化绩效激励 ............................................................................................ 65

5.3.3 加强员工培训 ............................................................................................ 65

第六章结论与展望 ....................................................................................................... 66

参考文献 ......................................................................................................................... 68

在读期间公开发表的论文和承担科研项目及取得成果 ............................................. 71

致谢 ............................................................................................................................. 72

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摘要：

摘要YZ商超集团是一家山东省区域性零售业龙头企业，在山东省以及周边省份具有较高的品牌影响力和聚客能力。从2010年开始，集团实施“密集渗透、立体开发”的发展策略，对集团的发展提出了更高的要求。然而，随着YZ商超集团的推进式的发展，集团发展的竞争压力逐渐加大，买方市场和微利时代，要求集团改变过去传统的、交易式的营销策略，改善经营管理策略。本文正是基于分析YZ商超集团的营销现状，运用关系营销理论，试图完善YZ商超集团的营销策略，以保证集团在激烈的市场环境竞争下，能够保有持续的竞争力和活力，为集团发展探寻一条更加适宜的道路。YZ商超集团在市场营销中要与各方建立长期稳固的关系，集团营销策略设计必须坚持...

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