Carrefour Supermarkets Marketing Strategy Research

Seen from the momentum of development in world circulating industry, the supermarket coming out in the milddle of 20th century has many advantages such as open-shelf sale, balance in collection, convenience and shortcut, cheap in price, one-shot purchase etc. The hypermarket is also called manufacturer. Comparing the supermarket, it has more business area, merchandise categories and add the fresh and fieldwork. It adopts optional way for rendition and sells the utilities to satisfy the customers'needs. Nowadays the hypermarket is the focus that the local retail enterprise and the foreign capital retail enterprise compete with, and now this retail enterprise develops most quickly in China. It's bigger and comfortable business environment, and well-found merchandise category, are subjected to the favor of more and more consumers. The development of this large-scale supermarket is not only convenient to daily life, but also promotes to deepen reform in circulating system. It speeds the establishment and integrity of market system and pushes prosperity of trade, and becomes the most active business organization in the world.The Carrefour of France which was founded in 1959 is the father of Hyper-market. Nowadays it has had catena supermarket more than 9500 houses that are distributed in 26 nations in the world and region after 40-year development, and the employee amount is more than 400,000 while the year sale can break＄60,000,000,000, becoming the second tradesman behind Wal-Mart. In 2005, the Carrefour ranks the 22nd in 500 strong business enterprises. The Carrefour leads the market mainly in three kinds of managing mode as Hypermarket, Supermarket and Hard Discount Store. In China, they are Hypermarket and Hard Discount Store named"Dia".This study aims at Hypermarket of Carrefour to elaborate the creation, characteristic and development process of Hypermarket at home and abroad and make use of the basic theories of marketing to analyze the existing marketing environment of Carrefour in detail, including the economic environment, political law environment and technique environment. In order to face the challenges and chances the SWOT analysis is also made to nail down the advantages and disadvantages of Carrefour. STP analysis is used to ensure the target market and market fixed position of Carrefour, thereby get the marketing strategy of the large catena supermarket. Finally, we put forward several suggestions to Carrefour for its further development, hoping the advice could be useful to the development of the company and the race retail trade of our country could have the benefits and quickly develop.