Abstract College students, a huge consumer group, have great market potential. Now, Educational supermarket, which is the existing biggest supermarket in Jiangsu Normal University, is on its stable development. This paper employs the method of SWOT to analyze the management status and to understand the marketing strategy of the educational supermarket. A questionnaire is designed on the basis of the SWOT analysis to illustrate the strengths, weaknesses, opportunities and threats of the marketing strategies of the educational supermarket. 43525

    The analysis of the questionnaire reveals that the educational supermarket has its religion and market strength but it also has some weaknesses, such as limited variety of goods, unreasonable pricing, and weak service awareness and so on. The educational supermarket often launches some activities to attract students, such as giving coupon, buying one and get anyone free and so on, and with the expansion of the consumer population, the educational supermarket has large opportunities while it is also under threat with the springing up of other in-school and out- of-school shops and supermarkets, such as the Good Affordable Supermarket and so on.

Finally, some strategies are put forward on the basis of 4P theory and SWOT analysis: (1) Product theory (2) Price theory (3) Place theory (4) Promotion theory (5) O-S strategy (6) T-W strategy.

Key Words :  marketing strategies     SWOT     campus supermarket

摘要高校大学生作为一个庞大而有潜力的消费市场，它的地位日益显现，影响也日益突出。现在，教育超市作为江苏师范大学内存在的较大型超市，正处于较平稳的发展状态。本文使用SWOT分析法来分析校园教育超市的经营状况和了解它的营销策略。本文根据SWOT分析来设计调查问卷，并据此对校园教育超市的优势、劣势、机会和威胁进行分析。

问卷分析调查显示，教育超市有着地理和市场优势,但是教育超市也存在商品种类单一，定价不合理且服务意识不高等劣势。教育超市常推出一些促销活动吸引学生前去消费，比如送消费券，买一送一等活动。随着大学生消费群体的增加，教育超市有着很大的发展机会，但同时它也面临校内外其他超市和商铺的兴起所带来的威胁*吹冰^文,论.文|网www.chuibin.com，比如好实惠超市等。

    本文在最后根据4p理论和SWOT分析提出教育超市的营销策略建议：（1）产品策略;（2）价格策略;（3）渠道策略;（4）促销策略;（5）O-S策略;（6）T-W策略。

毕业论文关键词：营销策略     SWOT分析法     校园超市

 Contents

Abstract i

摘要  .ii

Chapter One  Introduction.1

   1.1 Motivation for the study.1

   1.2 Overall structure3

Chapter Two  Literature Review4

   2.1 4P theory4

   2.2 Strategic analysis tool ------SWOT analysis4

   2.3 Previous studies on marketing strategy of supermarket5

   2.4 Previous studies on marketing strategy of campus supermarket .6

   2.5 Previous studies on marketingstrategy.7

   2.6 Importance and necessity of the research.7

Chapter Three Methodology .9

   3.1 Research Questions9   

   3.2 Participants9

   3.3 Questionnaire.9

   3.4 Data collection.10

Chapter Four  Results and Discussions11     

   4.1 Students’ satisfaction research.11

   4.2 The strength of educational supermarket.11

      4.2.1 Regional strength.11

      4.2.2 Market strength12