大数据背景下苏果超市营销策略研究
Research on the Marketing Strategy of Suguo Supermarket under the Background of Big Data

在大数据时代浪潮中，零售行业深受影响，苏果超市作为国内大型连锁超市品牌亦面临新挑战与机遇。本研究聚焦苏果超市，深入剖析其在大数据背景下营销策略的实际状况。当前，苏果超市借助会员数据分析、线上线下融合及销售数据预测等手段开展营销活动，但存在数据质量欠佳、整合困难，数据分析能力薄弱，精准营销效果差，线上线下融合受阻等问题。基于此，提出从提升数据质量与整合水平、强化数据分析能力、优化精准营销策略以及深化线上线下融合等方面进行优化调整。期望通过这些举措，助力苏果超市实现营销策略创新升级，增强市场竞争力，也为其他零售企业提供有益借鉴，以更好地适应大数据时代市场与消费者需求的变化。
In the wave of big data era, the retail industry is deeply affected, and as a large domestic chain supermarket brand, Suguo Supermarket also faces new challenges and opportunities. This study focuses on Suguo Supermarket and deeply analyzes its actual marketing strategy in the context of big data. Currently, Suguo Supermarket relies on member data analysis, online and offline integration, and sales data prediction to carry out marketing activities. However, there are problems such as poor data quality, difficulty in integration, weak data analysis capabilities, poor precision marketing effectiveness, and obstacles to online and offline integration. Based on this, it is proposed to optimize and adjust from the aspects of improving data quality and integration level, strengthening data analysis capabilities, optimizing precision marketing strategies, and deepening online and offline integration. We hope that through these measures, Suguo Supermarket can achieve innovative and upgraded marketing strategies, enhance market competitiveness, and provide useful references for other retail enterprises to better adapt to the changes in market and consumer demand in the era of big data.