The Chain Supermarket Of DZ Industry Limited Company Marketing Strategy Research

It has been 6 years since China entered into WTO. During this period, foreign investors have expanded their business the first-level and second-level cities stipulated in 1992 to cities in the third level and the forth-level. The complete opening-up of Chinese market makes china's local retailing enterprises face a solemn surroudings, for no matter iscompared through the business scope or by marketing concepts, china's local chain supermarkets will have a long way to catch up with the international retailers. And it is under suchcircumstance that I decide to make research on the chain supermarket marketing strategy of DZ industry ltd.co.,hoping this resesrch can play a part in enlightening and for reference for china's local supermarkets when they are facing foreign investment challenge and making them improve their capacities and sustainable development.DZ chain supermarket ,as one of the top 100 chinaenterprises in china in 2006,is facing the fierce competition with international supermarkets like JIALEFU, WALMART, DENIS, and through hard work of substantial materialcolecting and market investigation ,also combining the analysis of the current marketing conditions of DZ,to find out the major problems exsiting in their marketing plan . then ,I will make a detailed analysison the current marketing conditions of DZ,including macro conditions and industry conditions with the basic theoriesof marketing discipline. Furthermore,I am to conduct a SWOT analysis on the concrete characteristics of DZ supermarket, figuring out its advantages and disadvantages, and the opportunities and threats it faces. After SWOT,I will use STP theory to analyse and make sure its sub-level market,target market and proper market position. On the basis of all the work above ,the new marketing strategy of DZ chain supermarket will be made .At last,this paper also puts forwardseveral suggestions for the implementation of DZchain supermarket's marketing strategy . I hope these suggestions will help thedevelopment of DZ supermarket . meanwhile they will be beneficial to the healthy and rapid development of our national retailing industry.