連鎖超市買二送一活動銷售策略與分析

摘　要

連鎖超市作為世界0售業(yè)的1次革命已在我國迅速興起。然而，我國連鎖業(yè)規(guī)范化水平偏低也是1個不容回避的現(xiàn)實。大多數(shù)連鎖企業(yè)還沒有形成1個完善的、規(guī)范化運作的經(jīng)營管理體制，嚴重阻礙了我國連鎖經(jīng)營的發(fā)展。新的形勢呼喚新的理論，連鎖超市迫切需要科學(xué)的利潤模型來輔助決策。
作為對連鎖超市銷售管理科學(xué)化的1次探索，本文針對連鎖超市買2送1促銷活動，分析了與利潤相關(guān)的各成本因素及因素之間的關(guān)系，建立正常銷售利潤模型和促銷利潤模型，探討1種可行的利潤計算方法。在連鎖超市經(jīng)營過程中，憑經(jīng)驗來實現(xiàn)利潤評估是不可靠的，而依據(jù)合理的模型來做出決策則是較為可行的方案。本文通過建立兩種利潤模型，比較在正常銷售和促銷兩種情況下的利潤情況，分析促銷的合理性與局限性，得出買2送1銷售策略最初利潤比正常銷售利潤大且促銷不宜持久的結(jié)論，并給出相應(yīng)的建議。

［關(guān)鍵詞］　連鎖超市；買2送1；促銷；利潤。

Abstract

The Chain-Supermarkets, as a revolution of world retail, have been booming all over China. However, the low level of normalization in this field is a reality with which we must face in China. Most of the Chain-Supermarkets enterprises, still, have not formed a mature management system in operation, which has become an obstacle in development of the Chinas Chain-Supermarkets operation. New situation calls out new theory. And the Chain-Supermarkets long for scientific profit model for their decision-making.        
As an exploration to scientific sales management of Chain-Supermarkets, this paper analyses all the cost elements related to the profits and the relation among the elements, and establishes regular sales pattern and promotion sales pattern, aiming at the promotion activity of “buy 2 free 1”in the Chain-Supermarkets. And a flexible measure for the profits accounting is probed. In the process of Chain-Supermarkets operation, it is not reliable to assess the profits by the experience, but by a reasonable model. By comparing the regular sales profits with promotion sales ones, and analyzing the reasonability and restriction of promotion, this paper reaches a conclusion: the initial profits of “buy 2 free 1” sales strategy are bigger than regular sales profits, but unfavorable if last long, and gives suggestions accordingly.

［Keywords］ Chain-Supermarkets; Buy 2 free 1; promotion; profit

【連鎖超市買二送一活動銷售策略與分析】相關(guān)文章：

中小型連鎖超市物流成本管理分析的論文07-07

連鎖超市逆向物流管理05-11

淺談連鎖超市逆向物流管理09-06

我國連鎖經(jīng)營企業(yè)的營銷缺陷分析10-21

家益超市促銷策略分析及建議(一)10-17

關(guān)于連鎖超市生鮮經(jīng)營損耗及控制10-13

如何提升連鎖超市核心競爭力07-25

加強連鎖超市的財務(wù)治理10-05

客運專線客票銷售策略研究09-05

泵送混凝土堵管故障分析07-06