hongwu英文版家乐福超市策划方案

2021年1月21日发(作者：antismoking)

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。

Baoding
people
buy
daily
necessities
and
food,
are
changed
go
to
the
supermarket, some young people, gradually develop a week to once a
supermarket habits, daily eat play, in the supermarket can be solved,
don't have to be an office or a vegetable market. Carrefour Group as
supermarkets
Yetai
pioneer,
is
the
first
largest
retailer
in
Europe,
the
second
largest
retailer
in
the
world.
Group
in
three
main
business
Yetai
to
lead
the
market
:
a
large
supermarket,
supermarkets
and
discount
stores.
In addition, Carrefour has developed a number of countries and the
membership discount stores convenience stores. Now has more than 11000
retail units in operation, scope of business throughout the world 30
countries and regions, the total number of employees more than 430000
people.
In
Baoding's
growing
economy
in
the
period,
Baoding
and
Carrefour
Group 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。

Carrefour supermarket is a branch of a chain stores, its financing
source is rich and generous, and the operation cost is low. The type of
Product is complete, the consumers can have more choices. High quality
and 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。

Carrefour supermarket using the international advanced management
mode, In the management of comprehensive localization, can suit its
measures to local conditions to adjust the changes in the market
。
Actively Blend in the local culture and environment, employ a large
number of local staff, in order to achieve localization management, and
for the local staff to create career development opportunities. In
addition
,
more
than
95%
of
the
goods
of
the
stores
in
the
local
procurement,
to ensure freshness and close to the local consumer's 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福的忠诚度。
due to a tendency to single type
management
mode,
resulting the
opaque
in
management
，
some
goods
of
poor
quality, lower consumer's loyalty of Carrefour.
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。

A number of supermarkets of Carrefour existing fictitious
price,Standard low price sale high price
，
not perform the commitment
price,
misleading
price
and
other
price
fraud. Afterwards
，
the
attitude
not sincere enough, led to the loss of customer's confidence
。

（三）机会（
Opportunity
）

消费心理学显示
,
消费者在选购商品时更容易表现出从众心理。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。

Consumption
Psychology
shows
：
consumers
in
the
purchase
of
goods
easier
to demonstrate conformity. Compared with no brand goods, consumer have
higher trust degree of the goods
，
shopping environment, commodity,
service quality in the large supermarket Carrefour , therefore its
potential appeal is large. At the same time, Baoding residents'
consumption
demand
is
increasing,
so
the
development
space
and
successful
possibility of the Carrefour supermarket is very large.
（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。

There
are
several
large
and
small
supermarkets
and
many
grocery
stores
inBaoding , the competitor is much and miscellaneous. Such as Rt-mart
supermarket
whose
location
is
better,
while
the
small
supermarkets
that
the location is not good take the price strategy, the partial commodity
prices
are
often
lower
than
the
Carrefour
supermarket.
In
addition
，
in
the center of the city
，
there are Baobai, Huiyou, SPAR and other large
supermarket.
and
some
supermarkets
are
prepared
to
be
settled
down,
such
as Wal- Mart .we can see that the threat of high probability.
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，< br>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。

The analysis report that Carrefour makes before enter into China points
out,
China's
biggest
consumption
group
is
the
new
middle
class, they
are
easy
to
accept
the
new
products, theyare
Carrefour
development
customer
base.
The
target
customer
of
Carrefour
supermarket
is
housewife
that
who

1

are
mostly
focus
on
goods
and
services,
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< br>,
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。

Target market, is refers to the enterprise in the market after
several
and aim at the market direction
to the characteristics of the potential consumer market segmentation
into
several
parts,
according
to
the
properties
of
the
product
itself,
the
selected
one
part
or
parts
of
the
consumer
as
the
comprehensive
use
of
various
marketing
strategies
pursued
by
the
sales
target,
this
target
is the target market. Carrefour supermarket's target market lock for
Baoding's middle class family.
(
三
)
市场定位

市场定位也称产品定位或竞争性定位，< br>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。

Market
positioning
is
also
called
product
positioning
or
competitive
positioning, is based on the competitor to existing products in
fractionize market position and customer for products of certain
attributes,
create
the
enterprise
products
out
of
the
ordinary
character
or image and communicated to the target customers, make the product in
the
market
occupies
a
strong
competitive
position.
Carrefour
supermarket
business
philosophy:
a
one-stop,
low
price,
buy
goods
fresh,
self-help,
free parking. The
concept has win
support
among the people, so the Carrefour market's
positioning
is
the
ultra
low
price
and
let
customers
get
the
maximum
value.
四、家乐福营销组合策略
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

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