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。

Abstract

The 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. 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 their 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 pattern, 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 regular 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