【作者】 赵付贵；

【导师】 王莹；

【作者基本信息】 吉林大学 ， 企业管理， 2012， 硕士

【摘要】 近年来，随着国民经济的高速发展和居民收入的极大提高，人们的生活消费水平也在不断的提高。随着收入的增加和消费水平的提高，人们对于超市的消费也在不断的增加，极大地促进了超市零售业的发展。根据中华人民共和国国家统计局2007年至2010年的按业态分连锁零售企业基本情况统计年鉴数据显示：2010年与2007年相比超市门店总数增加了5673个，年末从业人数增加了12.34万人，年末零售营业面积增加了189.1万平方米，商品销售额增加了847.4亿元。作为国民经济的晴雨表，超市对人民生活水平的改善起到了不可替代的作用。在超市快速发展的同时，我国的超市也面临着国外连锁超市的严峻挑战：首先，国外连锁超市巨大的规模经济效益在压低成本的同时也极大地压低了超市物品价格，这使得国内超市在价格战中处于非常不利的地位。其次，国内超市的不重注中自有品牌的建设，丧失了超市的特色，导致国内超市在与国外知名超市争夺顾客的竞争中处于弱势地位。最后，国外连锁超市先进的经营理念与经营方式，充足的资金与人才条件，更将国内超市远远地甩在了背后。那么，国内超市应如何在激烈的竞争中最大程度的吸引消费者使超市立于不败之地呢？消费者需求作为超市发展的根本动力，要在激烈的竞争中立于不败之地就必须满足消费者的需求。本文认为，消费者的先天气质决定其后天消费行为。因此，本文将从消费者气质入手，研究消费者的超市消费行为，从其超市消费行为中分析超市的营销策略，来满足不同类型消费者的需求，为广大超市的营销工作者提供理论指导。本文将用以下四个部分的内容来进行研究和分析：第一章为绪论部分，主要介绍了本文的研究背景包括当前国内超市的发展趋势以及超市消费行为的现状；本文研究的目的及其研究的实践意义和理论意义；本文研究的总体思路、研究方法及主要内容；最后介绍了本研究的总体框架及本文的创新之处，创新之处主要包括：首次以消费者气质作为切入点，来研究消费者的超市消费行为。在问卷数据资料的基础上，运用SPSS19.0通过分析重新定义了五类消费者气质类型。第二章为本文的理论支撑部分，主要包括相关理论和消费行为的研究现状综述，主要介绍了消费者气质的概念和国内外的主要气质学说；消费与消费者的概念、消费行为与消费心理的概念特征；消费者的主要行为模式及其主要的影响因素以及国内外超市消费行为研究的现状。第三部分为本文的核心部分，主要包括第三章、第四章两个章节的内容。第三章为本文的实证研究部分，说明了本文量表的构建以及相关量表的调查范围与构成，运用SPSS19.0数据统计分析软件对问卷资料进行了信度和效度的分析，并根据分析结果，重新定义了五类气质类型的超市消费者。第四章主要从消费者气质类型对超市消费行为的影响入手，在对样本结构进行相关分析的基础上具体分析了不同气质类型消费者的气质类型及其超市消费行为特征，针对不同的超市消费行为得出了超市营销者应采取的相关营销策略。第五章为本文的研究结论及展望部分，在文章最后进行了本文内容的总结概括，并针对本文的研究，得出本文可能存在的局限性以及相关研究的未来发展趋势的展望。更多还原

【Abstract】 In recent years, along with the fast-growing national economy and greatlyimproved resident income, people’s standard of living and consumption level havecontinuously improved. As income rises and consumption level improves, people’sconsumption level on supermarket has constantly increased which promotes the greatdevelopment of supermarket retail industry. As the statistical yearbook data of chainedretailing enterprises categorized by formats released by National Bureau of Statisticsof China from2007to2010shows: compared with2007, in2010, the total number ofsupermarket stores has increased by5673, and the employees and retailing businessarea have increased by123,400and1,891,000respectively by the end of the year, andthe commodity sales income has increased by84,740,000,000RMB.As a barometer of national economy, supermarkets play irreplaceable roles inpeople’s living standard improvement. Although the supermarkets develops rapidly,the supermarkets in our country faces fierce challenge from those abroad. Firstly, thelarge benefits from economies of scale of chained supermarkets abroad make it cutcosts while greatly bring down the price of supermarket commodities which makesthe domestic supermarkets at a disadvantage in the price war. Secondly, the domesticsupermarkets pay little attention on own brand building which makes them lose theirown characteristics and lead to their disadvantage in the competition of consumers.Finally, with the advanced management idea and methods, and sufficient funds andtalents, the chained supermarkets abroad leave the domestic ones far behind. So, howcan the domestic supermarkets attract consumers at utmost in order to remaininvincible in this fierce competition?Consumers’demand is the fundamental source of the supermarkets development,so that in order to stay invincible in this fierce competition, supermarkets have tosatisfy consumers’ needs. According to this article, consumer temperament decides their consumer behaviors acquired afterwards. Therefore, this article will study onconsumers’ supermarket consumption behavior through consumer temperament, andanalyze the marketing strategy of supermarkets through their supermarketconsumption behavior to satisfy different types of consumers’ demand which couldprovide the vast marketing staff of supermarkets with theoretical guidance. Thisarticle will develop the study and analysis with the following four parts.The first chapter is the introduction part which mainly introduces the studybackground of this article including the present domestic supermarkets developmenttrend and status, the study objective and its practical and theoretical meanings, itsgeneral thought, methods and contents; and finally points the overall framework andthe innovations of this study. The innovations consists that this article firstly takes theconsumer temperament as breakthrough point to study on consumers’ supermarketconsumption behavior, and in this article, SPSS19.0software is used to divide theconsumers into five categories of consumer temperament based on the analysis ofacquired questionnaire data.The second chapter is the theoretical support of this article which majorlycontains the review of relative theories and current study status on consumptionbehavior in which the concepts of consumer temperament and significanttemperament theories home and abroad, the concepts of consumption, consumer,consumption behavior and consumption psychology, the consumers’ main behaviormodes and their prominent influencing factors and current study status of supermarketconsumption behavior home and abroad are introduced.The third part is the core part of this article which is composed by the third andfourth chapter. The third chapter is the empirical research part which states theconstruction of scales and related investigation scope and the constitution of scales,and analysis the data’s reliability and validity by using of the SPSS19.0data statisticalanalysis software. Then, according to the results of the analysis, re-defines the fivetemperament types of supermarket consumers. The fourth chapter mainly penetratesthrough the influence of consumer temperament types on supermarket consumptionbehavior and then analyzes the characters of different types of consumers and their consumption behavior on the basis of correlation analysis. Based on the differentconsumption behaviors, the related marketing strategies that the marketing staff ofsupermarkets should resort to are revealed.The fifth chapter is the conclusion and prospect part of this study. This chaptermakes a summary on the content of this article and draws conclusions on the probablyexisted limitations of this article and the future developing trend of related research.更多还原