20世纪90年代中期以来,超市在我国迅速发展,作为我国零售业中的一种新型业态,连锁超市业具有经营效率高、成长性强等竞争优势。连锁超市对商品进行集中采购,不仅降低了经营成本,也增强了对供应链上游的控制。华联超市采用知识营销的战略来树立自己的特色,知识营销的成功实施关键在培育实施知识营销的条件,以确立超市的竞争优势。 Since the mid 90s of the 20th century, supermarkets have been developing rapidly in our country. As a new type of retail industry in our country, the supermarket chain has competitive advantages of high operation efficiency and strong growth. Chain supermarkets centralized purchasing of goods, not only reduces operating costs, but also enhance the control of the supply chain. Hualian Supermarket adopts the strategy of knowledge marketing to establish its own characteristics. The key to the successful implementation of knowledge marketing lies in nurturing and implementing the conditions of knowledge marketing in order to establish the competitive advantage of supermarkets.