根据世界流通业发展态势，超级市场在1930年问世以来便以开架售货，集中收款，价格便宜，方便快捷的优势，成为满足消费者日常生活需要的零售业态。近年来，随着我国经济持续快速增长，人们的收入水平快速攀升，人们的生活节奏不断加快，因此，人们的购物方式也悄然发生了变化，从20世纪80年代的排斥超市到今天已将去超市购物视为生活中不可或缺的一部分。随着中国加入WTO保护期的结束，外资零售企业的地域限制、开店数量限制、股权方面的限制全面取消，大量国外零售巨头纷纷抢占我国市场，我国大型超市也在不断扩张，我国中小连锁超市的生存空间受到严重地挤压。2013年，全国百货店门店关闭数量达23家，外资的大型综合超市门店关闭数量也达到28家，中国的零售行业面临前所未有的严峻考验。沈阳市D超市于2010年正式开始运营，至今已拥有180家直营店。本文将以沈阳市D超市为研究对象，综合分析沈阳市D超市外部营销环境、内部营销环境及行业环境。同时本文通过对沈阳市D超市的消费者调查，分析D超市自身的优势与劣势，机会与威胁，从而得出沈阳市D超市目标顾客人群应定位为中青年人，采取差异化的市场定位。沈阳市D超市在营销过程中存在的问题有货位布局及磁石点不明确，市场营销意识薄弱，营销手段僵化，服务缺乏标准化。针对营销存在的问题提出适合于沈阳市D超市发展的营销策略，主要是基于4Ps对应的五个策略包括产品策略、价格策略、渠道策略、促销策略及服务营销策略。同时本文提出了营销策略实施时应采取的保障措施，加强情感服务营销，重视人才培养，强调员工的归宿感，加强特色经营，采购实现强强联合，开拓多媒介营销服务，建立特色企业文化。希望本文能对本土中小连锁超市应对挑战，提升竞争力，加强可持续发展起到借鉴的作用。本篇论文共分五个部分。第1部分绪论，第2部分中小型超市营销策略的理论分析，第3部分沈阳市D超市营销环境分析及存在的问题，第4部分沈阳市D超市营销策略分析，第5部分确保营销策略实施的保障措施。

According to the global circulation industry development trend, the supermarket become a type of retail which can meet the needs of consumers in daily lift advantages of open sales, centralized collection, cheap price and convenience since 1930.In recent years, as China's rapid economic growth, people's income level rose quickly, and the pace of life of people accelerated. Therefore, people's shopping pattern changed quietly, from the rejection of supermarket in 1980s to treat the supermarket shopping as an integral part of life. With the end of protection of China's accession to the WTO, geographical restrictions of foreign retail enterprises, setting up shop quantity restrictions and equity limitations are all cancelled. A large number of foreign retail giants have preempted the market in our country. Large supermarkets are expanding in China. Our country’s medium-sized and small supermarket’s space is seriously squeezed. In 2013, the number of department stores closed up to 23, foreign large-scale comprehensive supermarket stores closed number reached 28, China's retail industry is facing unprecedented severe challenge.Shenyang D supermarket officially began operations in 2010, had 180 directly-managed stores so far. This article will research Shenyang D supermarket, to analyze Shenyang D Supermarket’s external marketing environment, internal marketing environment and industry environment. At the same time, through consumer surveys on Shenyang D supermarket, this article will analyze the advantages and disadvantages of Shenyang D Supermarket, the opportunity and the threat, concluding that the Shenyang D supermarket target customer groups should be young people, to take the market difference. The marketing problems of Shenyang D supermarket are goods position and magnet points are not clear, marketing consciousness is weak, the means of marketing service is rigid, lack of standardization. Five strategies are put forward to resolve a suitable D supermarket development marketing strategy focused on marketing problems, mainly corresponding to 4Ps include product strategy, price strategy, channel strategy, promotion strategy and service marketing strategy. At the same time, the articalput forward that the safeguard measures shall be taken when implementing the marketing strategy, to strengthen the emotional service marketing, attention to personnel training, emphasis on employee a sense of belonging, strengthen the characteristic management, procurement and achieve a strong alliance, develop the multi-media marketing services, the establishment of corporate culture characteristics. This article would be hopeful to face the challenge on the domestic medium-sized and small chain supermarket, enhance competitiveness, and strengthen sustainable development for reference.This paper is divided into five parts. Chapter 1, Introduction, Chapter 2, theoretical analysis of marketing strategy of small and medium-sized supermarkets, Chapter 3, Shenyang D supermarket marketing environment analysis, and the marketing problem of Shenyang D supermarket, Chapter 4, Shenyang D supermarket marketing strategy analysis, Chapter 5, safeguard measures to ensure that the marketing strategy implementation.