Abstract：The hypermarket is the re-development and re-creation of supermarkets, which completely satisfies consumers’ one-shot purchase demands for clothing, food, daily necessities etc. And it is also a retail entity which is based on the harvest of modern industry integration, which relies on scientific management and human service, and which is organized chiefly by chain operations. The rise of hypermarket not only facilitates the daily life of the public, but also promotes deep reform in circulating system. It speeds the establishment and integrity of market system and pushes prosperity of trade, and becomes the most active business organization in the world.
From the analysis of the marketing mix strategies of Carrefour, we know that it mainly adopts merchandise strategy of great variety, pricing strategy of super-low prices, location strategy of urban commercial centers and sales promotion strategy of multi-category and multi-mode.
This paper presents Carrefour’s way to success in China—marketing strategies. Meanwhile the public may have a better understanding of Carrefour. From the development experience of this company, the retail trade of our country could benefit from it and quickly develop itself.
Key words: China; Carrefour; hypermarket; marketing strategy
中文摘要：大型超级市场是超级市场的再发展和再创造，是充分满足消费者在衣、食、日用品等方面的一次性购足的需求，以现代化大工业综合成果为基础，以科学化管理、人性化服务为依托，以连锁经营为主要经营方式组织起来的零售业实体。大型超级市场的发展不仅方便了广大人民群众的日常生活，而且促进了流通体制的深化改革，加快了市场体系的建立和完善，推动了贸易的繁荣，是当今世界上最具活力的商业组织形式之一。
本文通过对家乐福营销组合策略的分析，从而得出家乐福主要采取品种繁多的产品策略、超低售价的价格策略、市区商业中心选址的地点策略和多品种多方式的促销策略。
本文道出了家乐福在中国市场上的成功之道，那就是家乐福特有的市场营销策略。与此同时，公众可以对家乐福有一个更深的理解。希望中国零售业从家乐福公司的发展经验中有所获益并快速发展。
关键词：中国；家乐福；大型超级市场；市场营销策略
