The Research Of Jia+Le Supermarket Corporation Lt.d For Marketing Strategy

In the 1990s,the chain supermarkets were introduced into China. Since then, they have been developing so fast that competition is becoming severe. From 2004, more and more foreign corporations are permitted to invest in China's retailing industry. They expand at a rapid speed. Therefore, the domestic supermarkets' living space becomes less and less. Faced with strong competitors and rapid changes of the domestic supermarket industry, it's especially urgent to study the management and sales strategy of the chain supermarkets. Confronted with the new needs of the market, Tai'an Jia+ Le Supermarket Corporation Lt.d lays down an effective management and sales strategy to adapt itself to the changeful competition. In the light of the characteristics of chains management and supermarket management, this essay based on related management and sales strategy theory carries out a positive research into the management and sales strategy of Tai'an Jia+Le Supermarket Corporation Lt.d.This essay studies the development course ,tendency and features of the chain supermarkets at home and abroad. Based on the analysis of the external and internal conditions of Tai'an Jia+Le Supermarket Corporation Lt.d, this essay puts forward the management and sales target of its management and sales strategy. What'more, this essay explores the market competition strategy, targeted market strategy, market expansion strategy and brand strategy.This essay demonstrates the products'diversity competition on strategy, targeted market position strategy, transregional and multi-trade expansion as well as brand strategy. After analyzing the competition surroundings and competetors ,this essay suggesting the breakthrough of products'diversity according to the strength and weakness of the corporation. That is to say, raw and fresh foods management should be the core of the commodities management .The management should embody the diversity and individuality and satisfy various needs of customers to gain higher profits. The corporation should fix the targeted market and first develop the community comprehension supermarkets supplemented with standard supermarkets. In this way, the corporation can keep out of the way of large comprehension supermarkets and fill in the gap with community comprehension supermarkets and standard foods supermarkets. Thus a multi-trade platform will be created in Tai'an city. The corporation can expand to the suburbs and countryside as the city market is consolidated. As to the brand image strategy, the essay proposes the standardization and reconstruction of the CIS system and the construction of brand image.At last, this essay analyzes the implementation of the marketing strategy of Tai'an Jia + Le Supermarket corporation Lt.d and proposes some measures,including the organizaton structure construction, the corporation culture construction the human resources administration, administration information construction and so on.