摘要：促销策略在连锁超市的产品营销中被普遍使用，促销效果的有效性也受到广泛的重视。本文通过研究促销策略及其在连锁超市应用上存在问题的基础上，分析了消费者行为对超市促销策略效果的影响，提出了提升超市促销效果策略的有效方法。研究表明，开展促销策略的理念不清、终端促销产品性价比不高、促销人员技巧能力低及缺乏亲和力是促销策略在连锁超市应用上存在的主要问题，消费者行为变化是影响促销效果的一个重要因素，而通过形成正确的促销意识、实行“推”、“拉”策略搭配、根据市场特点选择促销组合及综合运用多种促销手段是提升超市促销效果策略的有效方法。
关键词：连锁超市；促销策略；消费者行为
Abstract：Sales promotion strategy is widely used and emphasized in the product marketing for chain supermarket. By analyzing the sales promotion strategy and its problem on chain supermarket, this essay forwards the effect of consumers’ behavior on supermarket’s sales promotion and puts forward sufficient methods for promotion strategy. Misunderstanding the concept of promotion strategy, low performance price ratio for high-end products, and weak communication skills of salespeople are three major problems for promotion strategies used on chain supermarket. Consumer behavior plays a vital role in sales promotion. By forming the right understanding of sales promotion, proper mix of sales promotion methods and direct promotion and marketing, and choose the right promotion methods based on market are important for improving sales promotion for supermarket.
Key words: Chain supermarket Sales promotion strategy Consumer behavior
很多连锁超市零售商在面对竞争对手凌厉的促销攻势时，往往存在着“不做不行，做了没底”这样的心态。不采取有效的促销策略，销售量必然会受到影响，甚至有可能损失市场份额；但是长期才用促销手段，有可能对自身的品牌形象造成影响。这就往往产生了投入巨大，收效甚微的问题。本文希望通过对消费者行为与连锁超市促销策略效果之间的关联进行分析，认清促销发生作用的基本规律，从而提出提升连锁超市促销策略效果有效的方法，实现减少超市的促销成本，促进销售收入的提高，真正使超市的促销策略达到事半功倍的效果。
