英文版家乐福超市策划方案

1、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，日常生活的吃用，在超市都能解决。 家乐福作为大卖场业态的首创者，是欧洲第一大零售商，世界第二大零售连锁。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，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，对保定及家乐福本身有着进步意义。Baoding peopuy daily nesities and food, are changed go to the supermark

2、et, some young people, gradually develop ak to once asupermarkebits, daily eat play,he supermarket can be solved,donve to be an office or a vegetable market. Carrefour Group assupermarkets Yetai pioneer, is thelargest retailer in Europe, thesecond largest retailerhe world. Grouphree main business Ye

3、taito lead the market : a large supermarket, supermarkets and discount stores. In addition, Carrefour has developed a number of countries and themembership discount stores convenientores. Now has moren 11000world 30n 430000retaiits in operation, scope of business throughout thecountries and regions,

4、 the total number of employees morepeople. In Baodings growing economyhe period, Baoding and CarrefourGroup itself with the progressive significance.二、SWOT 分析（一）优势（Strength）1、家乐福超市是一家连锁超市的分店，其来源丰厚，且运营成本较为低廉。产品品种非常齐全，消费者的选择。物美价廉更有利于市场的开拓。Carrefour supermarket is a branch of a chain stores, its financ

5、ing source is rich and generous, and the operation cost is low. The type ofProduct is complete, the consumers can have more choi. High qualityand inexpensive price is more conducive to market development.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

6、 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。Carrefour supermarket using theernational advancedmanagement suit its market。mode, measures Activelyhe management of comprehensive localization, canto local conditionsto adjust the changesheBlendhe local culture and environment, employ a largenumber of local staff, in

7、 order to achieve localization management, and for the local staff to create career development opportunities. Inaddition , moren 95% of the goods of the storeshe local procurement,to ensure freshness and close to the local consumers habits.（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

8、福的忠诚度。due management mode, resulting the opaque quality, lower consumers loyalty ofto a tendency to single type anagement ，some goods of poorCarrefour.2、多家家乐福超市存在虚构、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行为。事后态度不够诚恳，导致消费者信心受挫。A number of supermarkets of Carrefour existing fictitiouspritandard low priale high pr

9、ice ，not performthe commitmentprice, misleading price and othrice fraud. Afterwards，the attitude not sincere enough, led to the loss of customers confidence。（三）机会（Opportunity）消费心理学显示,消费者在选购商品时更容易从众心理。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，由此可知其潜在的较大。同时保 性较大。民的消费需求在不断的增加，家乐福超市发

10、展空间很大，成功的可能Consumption Psychology shows：consumershe purchase of goods easierto demonstrate conformity. Compared with no brand goods, consumer havehigher trust degree service quality potential appeal isof the goods ，shopenvironment, commodity,he large supermarket Carrefour , therefore its large. At t

11、he same time, Baoding residentsconsumption demand is increasing, so the development space and suc sibility of the Carrefour supermarket is very large.sful（四）（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、美特好等大型超市，而沃尔玛等一些超市也准备入驻，因而出现的概率较大。T

12、here are several large and small supermarkets and many grocery stores inBaoding , the competitor is much and miscellaneous. Such as Rt-martsupermarket whose location is better, while the small supermarketstthe pri thelocation is not good take the pritrategy, the partial commodityare often lowern the

13、 Carrefour supermarket. In addition， in center of the city ，there are Baobai, Huiyou, SPAR and other largesupermarket. and some supermarkets are prepared to be settled down, suchas Wal-Mart .we can see三、目标市场（一）市场细分t the threat of high probability.家乐福在进入作的分析中，中国最大的消费群体是新生的中产，容易接受新产品，这是家乐福发展的顾客基础。家乐福超

14、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。Theysis reportt Carrefour makes before entero China posout, Chinas biggest consumption group is the new middle class, they are easy to accept the new products, theyare Carrefour development customerbase. Thecustomer of Carrefour supermarket is housewifet whoar

15、e mostly focus on goods and servi, they not only concerned about the price, but also pay more attention to the cost effective.（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家庭。market,

16、is refers to the entrisehe market afterseveral market, the entrise marketing activities of the vectorand aim at the market direction of the selection pros. Accordingto the characteristics of the potential consumer market segmeniono several parts, according to the properties of the product itself, th

17、e selected one part or parts of the consumer as the comprehensive useof various marketing strategies pursued by the sales, this market lock foris themarket. Carrefour supermarketsBaodings middle class family. (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

18、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：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。Marketitioning is also called productitioning or competitiveitioning, is based on the competitor to existing products infractionize marketition and customer for products of certainattributes, c

19、reate the entrise products out of the ordinary characteror image and communicated to thethe market occupies a strong competitivecustomers, make the product in ition. Carrefour supermarketbusiness philosophy: a one-stop, low price, buy goods fresh, self-help,free parking. The happy shopin Carrefour,

20、one-stopshop marketsconceps win support among the people, so the Carrefouritioning is the ultra low price and let customers get theum value.四、家乐福组合策略 Carrefour marketing combination strategy（一）产品策略一次购足是家乐福大型超市的之一，只有高效的产品组合才让消费者有更广阔的空间，有了一次购足的可能。家乐福备有临时托儿所、胶卷冲洗店，提供存款和支付等一系列服务。同时，还积极开发自有品牌，来丰富自己的产品组合系

21、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。，消费者喜欢从大量的商品中选择自己喜爱的商品，然后，为了迎合这一挑选，家乐福的货架上增加了同类商品的供应量，以便顾客选购。A one-stop is one of the efficient portfolio Carrefour supermarket business philosophy is , only to let consum

22、ers have more challenges tospace, with one-stop may. A temporary nursery, film prosing shop, bdeit and credit card payment and a series of servi. At the same time,Carrefour is also actively develoits own brand, to enrich theirproduct portfolio series, Carrefour s own brand is a Carrefour himselffrom

23、 design, development, raw distribution and to whole promaterial selection, prosing,s control products, including food, ch as clothing and four broad categoriesgroceries, daily nesitieofdreds of brands by all means, is for customers to easily find abargain. Of course, the Carrefour Group in order to

24、provide consumers with quality and cheap goods, set up a global procurement network. In China, consumers like from a large number of goods to choose their own favoriteproducts, and then to purchase, in order to cater to thi Carrefour shelves increased similar commodity supply, so buy.（二）价格策略ected ha

25、bits, t customers家乐福大规模的经营大批量的采购，享受数量折扣，使其能够获得现代化的规模效应，通过大规模的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。Carrefour large-scausiness strategy, sot it can get the ty purchase, enjoymodernization of the scale effect, t

26、hrough largethety discountso the companys low cost advantage. In addition,in product selection, Carrefour tend to localization, saving transport costs and distribution costs. Also, in order to reduce the circulation link, reduce operating costs, the supermarket also developed its own brand of mercha

27、ndise.All of this, isthe strong backing of the of this, Carrefour to ma great tempion.low pritrategy ofcarrefour. Willain low pri, tocustomers to form a（三）地点策略在选址方面，主要考虑一下几点：1、当地的规模和经济发展水平为了保证大型超市的吞吐量，要把店址锁定在密度高、消费能力强的区域。In order to guarantee the throughput of large supermarket, shop shouldlocated i

28、n areast the population density is high, consumptivecapability is strong. 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。Before opening ，we musve a clear understanding of the other supermarkets situation, such as whether the environment is clean, whatkind of product costeffective is

29、high, then according to the researchresults make a competition strategy. 3、区域内的城市交通情况选址尽量选在交通方便，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，也可以自己租用车在指定的居民区内穿行，方便离得较远的消费者购齐一周的生活用品。The location is chosen as far assibleraffic is convenient,many public transporion through or road spacious place, if no suitableto radia

30、tion radius expands, also can hire a bushe specified throughtheir neighborhood, convenient farther away consumers buy ak of dailynesities.（四）促销策略1、。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、报纸等介绍活动和团购内容。的选择、投放的频率和每次投放的要依活动具体要求而定，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。This is the transfer of information tocommuni

31、cate with consumershe traditional way, use can influence theconsumer group consumption behavior of radio,evi,newsprs and other media activity and group purchase content. The choiceof media, on the frequency and time on the subject according to thespecific request, its aim is to guide the consumers t

32、o pay attention tothe promotion, this is thestep to promote consumption.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。The store shelves, stacking display, pop layout, environmental atm

33、osphereand vivid layout, prompts the consumer related promotional activities information. Each row of shelves at both ends of the cloth with promotional,gsingle to place the low-priced promotional merchandise, on big eye-catching yellow price tag. Allow consumers to stick. General before the event 3

34、 days to 1 days before will displayandout ado,can 3、this mode of communication both deepen promotional atmosphere, and be more close to the consumers.促销。这是最直接的与消费者沟通的方式。在卖场内外设立活动兑奖点或直接销售，并通过促销与消费者的直接交流，面对面地将促销信息传达给消费者，促使消费者产生行为。 This is the most direct way ofcommunicating with consumers.he store and

35、 set up activitiesDuijiang or direct sales, and sales stand consumers throughdirect communication, consumer, make consumerhe face generationof promotional information buy behavior.to4、公共关系。1、办好， Goodernal publications,2、举行，将超市的决策及活动借助或其他出is去，帮助企业树立形象。Held apress conference, thesupermarketgreat and d

36、eci-making and activities with themedia or other the image of.channels spread out, to help entrises establish3、举办意 Hold a招待会，介绍产品信息，经过之笔信息，引起公众注press conference, product information, after the reporters pen to disseminate information, public attention4、设计各种公众活动，进行捐助、赞助活动，努力展示企业关爱社会的责任感， 树立良好的企业形象。Design of various public activities, donor,sponsorship activities, trying to show business for soresponsibility, establish a good corporate image.l5、企业庆典活动，营造热烈、祥和的气氛，展现企业蒸蒸日上的风貌，以树立公众对企业的信心和偏爱。Entrise ceration activities, andcreate a warm, peaceful atmosphere,