Abstract:

With China’s entry into World Trade Organization (WTO), the retail industry has realized its opening up step by step and chain supermarkets which satisfy common people’s daily needs have been developing rapidly. A large number of excellent chain retail enterprises such as RT-Mart, Wal-Mart and Carrefour occupy a more and more important position in the market. Taking RT-Mart as a successful example, the article justifies one of the important reasons why RT-Mart occupies a considerable market share: the use of reasonable marketing strategies. The author first introduces the history of RT-Mart’s development and the basic theory of marketing strategy. Then on the basis of marketing mix, the author analyzes the detailed marketing strategies in RT-Mart, including product strategy, price strategy, promotion strategy and service strategy. However, some problems exist in such a successful chain supermarket. In the last part of the paper, the author briefly points out some existing problems of the supermarket and puts forward some suggestions.

Keywords: RT-Mart; marketing strategy; chain supermarket

摘  要：

中国加入WTO后，零售业日益开放，满足广大市民日常生活需要的连锁超市快速发展，一大批优秀的连锁零售企业，比如大润发、沃尔玛、家乐福等在市场上占据着越来越重要的地位。本文以“大润发”这个成功的例子为例，解释了大润发能够占据相当大的市场份额的重要原因之一：运用了合理的营销策略。本文先介绍了大润发超市的发展历史和市场营销策略的基本理论，然后在营销组合理论的基础上，作者分析了大润发具体的营销策略，包括产品策略，价格策略，促销策略，渠道策略和服务策略。但即使是大润发这样成功的连锁超市，也难免存在一些问题。在文章的最后部分，作者简要指出了大润发现有的一些问题，并对改善这些问题提出了一些自己的建议。

关键词：大润发；营销策略；连锁超市