连锁超市买二送一活动销售策略与分析.doc

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1、连锁超市买二送一活动销售策略与分析 摘要连锁超市作为世界0售业的1次革命已在我国迅速兴起。然而，我国连锁业规范化水平偏低也是1个不容回避的现实。大多数连锁企业还没有形成1个完善的、规范化运作的经营管理体制，严重阻碍了我国连锁经营的发展。新的形势呼唤新的理论，连锁超市迫切需要科学的利润模型来辅助决策。作为对连锁超市销售管理科学化的1次探索，本文针对连锁超市买2送1促销活动，分析了与利润相关的各成本因素及因素之间的关系，建立正常销售利润模型和促销利润模型，探讨1种可行的利润计算方法。在连锁超市经营过程中，凭经验来实现利润评估是不可靠的，而依据合理的模型来做出决策则是较为可行的方案。本文通过建立两种

2、利润模型，比较在正常销售和促销两种情况下的利润情况，分析促销的合理性与局限性，得出买2送1销售策略最初利润比正常销售利润大且促销不宜持久的结论，并给出相应的建议。关键词连锁超市；买2送1；促销；利润。AbstractThe Chain-Supermarkets, as a revolution of world retail, have been booming all over China. However, the low level of normalization in this field is a reality with which we must face in China.

3、Most of the Chain-Supermarkets enterprises, still, have not formed a mature management system in operation, which has become an obstacle in development of the Chinas Chain-Supermarkets operation. New situation calls out new theory. And the Chain-Supermarkets long for scientific profit model for thei

4、r decision-making.         As an exploration to scientific sales management of Chain-Supermarkets, this paper analyses all the cost elements related to the profits and the relation among the elements, and establishes regular sales pattern and promotion sales p

5、attern, aiming at the promotion activity of “buy 2 free 1”in the Chain-Supermarkets. And a flexible measure for the profits accounting is probed. In the process of Chain-Supermarkets operation, it is not reliable to assess the profits by the experience, but by a reasonable model. By comparing the re

6、gular sales profits with promotion sales ones, and analyzing the reasonability and restriction of promotion, this paper reaches a conclusion: the initial profits of “buy 2 free 1” sales strategy are bigger than regular sales profits, but unfavorable if last long, and gives suggestions accordingly.Keywords Chain-Supermarkets; Buy 2 free 1; promotion; profit