摘要:连锁超市在中国产生于二十世纪九十年代，目前，国内超市在中国也已经经历了二十年左右的发展。尤其是中国加入WTO以后，中国对于外国企业进入我国，已经放宽了要求，不再外加条条框框的条件上的限制，使得经济全球化的进程变得越来越快。许许多多的零售外企以迅雷不及掩耳之势的速度进驻中国零售业，如美国的沃尔玛、法国的家乐福等在中国的发展势头越来越强。自2000年以来，随着我国经济的快速发展，人民的生活水准越来越高的同时，人民进入了快节奏的生活环境中，国内超市也迅猛发展，想要在市场上占有一席之地。这样一来，使得中国市场上超市零售商之间的竞争越来越激烈。各大超市想要在如此激烈的环境下寻得出路，就必须形成自己的差异化战略，形成自己的竞争优势。在超市战争越演越烈的环境下，像夏溪这样的乡镇也成为各零售企业扩张争夺的焦点，夏溪美怡家超市（以下简称美怡家）想要在这样的环境下寻找自己的一片蓝海，就必须确定一个明确的适合的营销策略，以求在竞争中持续发展。
本文针对以上情况，在4Ps营销理论的基础下，对美怡家的营销环境进行分析以及对美怡家存在的问题进行分析研究，并对其提出营销策略，希望能对美怡家提出具有建设性的建议，进一步改善企业绩效，增强竞争力，在激烈的市场竞争下能够占有一席之地。
关键词 美怡家；营销策略；4Ps理论
Abstract:Supermarket chains emerged in 19s of 20th century, so far it has been undergoing for 20years in China. Especially after China’s accession to the WTO, China has relaxed the limitation for foreign enterprises to enter, and the restrictions on the external conditions outside China are no longer existed, which speed up the process of globalization. Therefore, many retail foreign companies stationed in China’s retail industry in haste, such as Wal-Mart of US, Carrefour of France are increasing strongly in China. Since 2000, with the rapid development of economy and the improvement of people’s living standards, people step into the fast-paced life, at the same time; domestic supermarkets are willing to have a place at the table of market. As a result, compete among the supermarket retailers becomes increasingly fierce. Intending to find a way out of the competitive climate, it is necessary for each supermarket to form their differentiation strategy and competitive advantage. Under the environment of supermarket war, town like Xiaxi has become a focus of the retail enterprises. The supermarket Mei Yijia(shortened form: Mei Yijia), will not find its own place until it has a clear and suitable marketing strategy, in order to develop sustainably in competition.
According to the situation above, this paper analyzes the marketing environment of Mei Yijia and the existing problems based on 4Ps theories. Meanwhile, the author brings up some marketing strategies and advices, in order to further enterprise performance, enhance the competitiveness and enable it to take a place under the fierce market competition.
Keywords Mei Yijia Marketing Strategy 4Ps Theories
