摘要：自加入WTO 之后，我国零售业迎来了新的机遇。与此同时，国内超市与外资超市间的竞争也越来越激烈。尤其是在超市经营理念呈现出新的发展趋势，营销观念也发生新的变化的情况下，外资超市要想在这样的背景下继续生存，就必须推陈出新，改变传统的营销思路，以市场为导向制定出更加合理的营销策略。
本文以常州兰陵欧尚超市为研究对象，通过市场营销基本理论和文献研究、资料收集、比较分析、深度访谈等研究方法的运用，分析兰陵欧尚的营销现状及发现其存在的问题，并且对兰陵欧尚现有的市场营销环境进行SWOT分析，从中发现其面临的机会与威胁，并通过对其内部条件的研究结合，提出兰陵欧尚市场营销组合策略的改进方案。
本文的选题具有一定的现实意义和研究价值，运用管理学的相关研究方法，所得结论具有一定的科学性和前瞻性，并对同类型超市行业的市场营销具有一定的指导意义。
关键词 欧尚超市；市场营销；营销组合策略；SWOT分析
Abstract：Since joining the WTO, The retail industry in China has ushered in new opportunities. At the same time, the competition between domestic and foreign market has become increasingly fierce . Especially in a new trend in the supermarket business philosophy, marketing concept has changed circumstances, foreign supermarkets must bring forth the new through the old to survive in this context. Besides, they should change the traditional marketing approaches, and develop a more reasonable marketing strategy guided by the market.
This paper takes Changzhou Lanling Auchan supermarket as the research object, by using the basic theory of marketing and the literature research, data collection, comparative analysis, depth interviews and other research methods. Through the analysis of Lanling Auchan's marketing present situation and the problems have been found, also the SWOT analysis of the Lanling Auchan existing marketing environment, find the opportunities and risks, and through the study of its internal conditions, put forward improved scheme of the Lanling Auchan marketing strategy combination.
The paper has a certain practical significance and research value, it use the research methods in management, the conclusion has certain scientific and forward-looking, it also has certain directive significance to the same type of supermarket industry marketing.
Keywords Auchan supermarket ; Marketing ; Mix marketing strategy ; SWOT analysis
