进入９０年代以来，以美国沃尔玛、德国麦德龙、荷兰万客隆、法国家乐福等为代表的国外零售巨无霸纷纷登陆我国，零售企业之间的商战可谓硝烟弥漫。然而一些零售企业，尤其大型国有零售企业在营销策划方面显得不得要领，策划或是缺乏创意，或是不够周密，执行起来事倍功半，所? Since the 90s of last century, the foreign retail giant represented by Wal-Mart of the United States, Metro of Germany, Megaklon of the Netherlands, Carrefour of France, etc. have landed in our country one after another, and the commercial war between retail enterprises is filled with smoke. However, some retail enterprises, especially the large state-owned retail enterprises, seem to have no other way of marketing planning, planning or lack of creativity, or are not careful enough to carry out their work more efficiently.