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摘要近年来，市场经济的发展越来越快，各个领域之间的竞争也更加激烈，校园超市所具有的主导地位收到冲击。在现实社会生活当中，零售超市竞争现象随处可见，尤其是在高校的校园中。良好的现场管理有利于塑造超市的整体形象，并且能够进一步改善超市的运营状况。本文对师范大学周边的超市消费者满意度及各超市商品的价格进行调查，对调查研究进行对比分析，以高校商品市场消费需求特征分析为基础,重点探讨师大零售超市的经营现状及问题，进一步提出适用于师大校园超市的营销模式。这些营销策略与管理模式具有较强的可操作性，对于师大及其他高校校园超市的未来发展都具有一定的指导意义。51037
毕业论文关键词：校园超市；消费特征；经营现状；营销模式
The development status and future development of retail supermarket in Jiangsu Normal University
Abstract
In recent years,the market economy is developing faster and faster,and the competition in every field is becoming more and more fierce,the dominant position of campus supermarket is affected.In the real social life,the phenomenon of retail supermarket competition can be seen everywhere,especially in the campus of the University.Good site management can help to shape the overall image of the supermarket,and can further improve the operation of the supermarket.The article did a survey on the supermarket consumer satisfaction and the commodity price in supermarkets around the Jiangsu Normal University, contrasting and analyzing the investigation and study,based on the analysis of the characteristics of the consumption demand of the University commodity market,this paper focuses on the situation and problems of the retail supermarket of Jiangsu Normal University,and further puts forward the marketing mode for the campus supermarket of Jiangsu Normal University.These marketing strategy and management mode have a strong operability,for the further development of Jiangsu Normal University and other colleges and university has a certain guiding significance.
Key Words: Campus supermarket Consumption characteristics Management status Marketing model
目 录
摘 要 I
Abstract II
目 录 III
一、绪论 1
（一）研究背景与意义 1
（二）研究内容 2
（三）研究方法 2
（四）研究思路 2
二、文献综述 3
（一）理论基础 3
（二）文献综述 4
（三）小结 4
三、师范大学校园超市消费特征分析 5
（一）消费者基本情况 5
（二）消费者购物频率分析 6
（三）消费者满意度分析 7
（四）同类商品价格分析 8
（五）小结 9
四、师大零售超市的经营管理现状及存在的问题 10
（一）零售超市现场管理现状 10
（二）零售超市面临的问题 11
（三）小结 11
五、师大校园超市的营销策略与管理模式