The Research Of Hualian GMS Company For Marketing Strategy

HUALIAN GMS company this thesis analyzed is a chain hypermarket company which is mainly located in Shanghai region and its market share positions in number seven of the same format companies in 2006. In that case, the aim of the thesis was to make a research on the marketing strategy of such a special middle or small scaled company and helped HUALIAN GMS gain the sustainable competitive strength in the near future.The research frame of this thesis could be separated into four parts. Firstly, the thesis made a research model ; Secondly, the thesis analysed the main enviromental factors which would bring the opportunities and challenges for HUALIAN GMS; Thirdly, the thesis analysed the resources of HUALIAN GMS which would mean the strengths or weaknesses of HUALIAN GMS; Forthly, the thesis determined a concentrated and differentiated marketing strategies for HUALIAN GMS and then devised the integrated strategies that combines 6 marketing factors to achieve the positioning .The research method of the thesis combined the application of the related theories with the datas from the market research. In the thories tier, the thesis applied PEST analysis method , Porter 5-power model and SWOT analysis method and the Principles of《POSITIONING》.《MARKETING WAR》; In the data tier, the thesis used many resources provided by HUALIAN GMS and its corporated companies.The innovation points of the thesis was mentioning the differentiation trend of the hypermarket format in the Shanghai Region and devising combined marketing factors which can be used for the hypermarket companies.