基于长尾理论的宁夏农村连锁超市营销策略研究

摘要

Based on the introduction of the Long Tail Theory, the political, economical, social and technological environmem for the development of rural supermarket chain in Ningxia is analyzed. The problems in the marketing strategy of Ningxia rural supermarket chain are pointed out, including single products and uneven level of quality, the products, which can not satisfy farmers' needs; low quality of the personnel and imperfect information system, thus the traditional way of marketing is challenged. In the end, from the perspective of products, position, price,and personnel, the marketing strategies for the development of Ningxia rural supermarket chain based on the Long Tail Theory are put forward.%在介绍长尾理论的基础上,分析了宁夏农村连锁超市发展过程中的政治、经济、社会、技术环境.指出了宁夏农村连锁超市营销现状中存在的问题,分别是:产品品种单一,质量参差不齐,不能真正满足农民的需求;人员素质不高,信息化系统不完善;传统的营销模式受到挑战.最后从产品、定位、价格、物流配送渠道、人员5个方面提出了基于长尾理论的宁夏农村连锁超市营销对策.