CAJ | 학술논문

大润发是一家台资连锁大型超市，自1996年成立至今，大润发犹如一匹行业黑马，发展迅速，一举超过零售巨头沃尔玛和家乐福，占据了零售业的领头羊位置。随着国内外零售企业在中国大陆竞争的日趋激烈，大型超市如何在竞争中取得优势是超市管理者应当着重考虑的问题，而服务水平则成为影响超市竞争力的重要因素。大润发的成功与其提供高质量的服务密不可分，本文在对国内外学者关于超市服务质量和顾客满意度进行分析借鉴的基础上，通过大润发超市的实证分析，完成了以下内容的研究：①大润发超市营销战略分析；②大润发超市顾客满意度模型的构建；③大润发超市服务水平市场调研与分析；④大型超市竞争力提升建议。本文对大润发服务质量的分析结论有助于大润发进一步提升行业竞争力，对其他同类大型超市的发展也有借鉴意义。
대윤발시일가태자련쇄대형초시，자1996년성립지금，대윤발유여일필행업흑마，발전신속，일거초과령수거두옥이마화가악복，점거료령수업적령두양위치。수착국내외령수기업재중국대륙경쟁적일추격렬，대형초시여하재경쟁중취득우세시초시관리자응당착중고필적문제，이복무수평칙성위영향초시경쟁력적중요인소。대윤발적성공여기제공고질량적복무밀불가분，본문재대국내외학자관우초시복무질량화고객만의도진행분석차감적기출상，통과대윤발초시적실증분석，완성료이하내용적연구：①대윤발초시영소전략분석；②대윤발초시고객만의도모형적구건；③대윤발초시복무수평시장조연여분석；④대형초시경쟁력제승건의。본문대대윤발복무질량적분석결론유조우대윤발진일보제승행업경쟁력，대기타동류대형초시적발전야유차감의의。
RT-Mart is a Taiwan-based supermarket,which was established in 1996,RT-Mart is an amazing industry,and the rapid development in one fell swoop than the retail giant Wal-Mart and Carrefour,to occupy the position of leader in the retail industry. The success of RT-Mart largely lay on its high level of service. At the same time,the way that how RT-Mart get the industry's largest competitive and its unique marketing strategy are worthy of analyze. In addition, the conclusions of the RT-Mart,a scientific reference and a basis for the healthy development of other large retail supermarket in China. Based on domestic and foreign scholars’research on the supermarket service quality and customer satisfaction,this paper reviewed on the basis of empirical analysis by RT-Mart and completed the following studies:① RT-Mart marketing strategy;② RT-Mart customer satisfaction model construction;③RT-Mart level of service market research and analysis; ④ 4Proposals for supermarkets in the competitiveness.