Research On Marketing Strategy Of Jinzhou New-mart Superstore

Seen from the momentum of development in world circulating industry, thesupermarket coming out in the middle of20thcentury has many advantages such asopen-shelf sale, balance in collection, convenience and shortcut, cheap in price, one-shotpurchase etc. The hypermarket is also called manufacturer. Comparing the supermarket, ithas more business area, merchandise categories and add the fresh and fieldwork. After thesecond world war, the emerging industry is booming up, and its scale is expanding. Theconcept of chain operation is also in constant development and improvement. Largesupermarkets have become an indispensable part of our daily life.Dashang Group is one of the largest retail group in China, ranking86thin China’s top5000enterprises in2009,its business income is62.555billion yuan. Dashang group’s threemain chain is chain store, supermarket chain, electrical appliances chain. Chain store is oneof the important force,chain store is divided into: modern high-end department stores,large-scale comprehensive shopping center, modern comprehensive department store, thefashion department and new town shopping center. New mart as one of the ace retail brandin Dashang group, the operating income is6.25billion yuan in2009, ranked the86thof thetop500Chinese companies.This study aims at Hypermarket of New-mart to elaborate the creation, characteristic and development process of Hypermarket at home and abroad and make use of the basictheories of marketing to analyze the existing marketing environment of New-mart 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 theadvantages and disadvantages of New-mart. STP analysis is used to ensure the target marketand market fixed position of New-mart, thereby get the marketing strategy of the largecatena supermarket. Finally, we put forward several suggestions to New-mart for its furtherdevelopment, hoping the advice could be useful to the development of the company and therace retail trade of our country could have the benefits and quickly develop.