Research On Marketing Strategy Of Hejiafu Chain Supermarket

Chain supermarket was introduced into China in the1990s, which is developing rapidly, and faces fierce competition, especially in2004, Since the China’s retail industry is full open, foreign-funded enterprises have vied for the Chinese market, further squeezing the living space of the local supermarket. As represented by Hejiafu local supermarket, faces the industry’s rapid change and strong competitors, strategy research of local chain supermarket appears more urgent. Hejiafu supermarket as the leading role, facing the new market changes need to make an effective business strategy, to adapt themselves to competition situation.This paper first introduces the theory of chain management and development trend, and then co-introduced the basic situation of Hejiafu supermarkets and analyzes its business environment, through the investigation and study, summarizes the current situation and the existing problems and gaps of Hejiafu supermarket management. By the analysis of Competitive situation and competitor, combining with the company’s strengths and weaknesses and the main problems develop the differentiated competitive strategy:The Hejiafu supermarket keep three types of bu business-supermarket, community market,and country store based on HEFEI city expend the whole province of Anhui. Meeting the various income levels of consumers, wide ranges of goods,one stop shopping shall be the he market status of Supermarket, fully consider the needs of all the people through a lot of scale to achieve the economic scales. Community supermarket should be in middle and high income people as their target market, market position by high quality consumer goods, fresh taste, through product differentiation, shopping environmental differentiation and service differentiation in a variety of ways to attract consumer; while rural store should take the rural customers as its target market provide cost-effective products, keep basic varieties to service the rural market. The author have put forward corrective measures from the expansion strategy, corporate brand promotion strategy, product strategy, pricing strategy, promotion strategy, procurement strategy, service strategy and so on. Finally, analyzed and discussed of the security measures to ensure corrective measures successfully implemented.