Research On Marketing Strategy Of A.Best Supermarket Chain

Since2011China has been accessed to WTO12years. The higher open degreeof Chinese market, the more foreign retails entered the market in our country, and sothe challenge for the China’s domestic retail enterprises will be more serious. Judgingfrom the current situation, the business scale and management level of is far lower than theforeign retail enterprises, also there is a big gap of marketing concept between foreign retailenterprises and domestic retail enterprises. In this context, the author chose to researchabout The A.Best supermarket chain’s marketing strategy, hope to put forward themarketing strategy and safeguard measures of marketing strategy implementation forThe A.Best to cope with the fierce competition in the retail market, and maintainingthe sustainable and healthy development.In2010, A.Best supermarket chain ranked22in national chain enterprises. Todayit’s faced with domestic and foreign large chain supermarket fierce competition, suchas Carrefour, wal-mart and vanguard. This paper, based on the method of theorycombine with practice, detail analysis the macro environment and industryenvironment of A.Best supermarket chain, analyzes its advantages and disadvantagesexisting in the internal environment and opportunities and threats in its externalenvironment. Combining A.Best present marketing strategies’ problems, there is putforward five marketing strategies for it, including four marketing strategiescorresponding to4Ps theory (i.e. product strategy, price strategy, promotion strategy, channelstrategy)and service strategy. Finally analyze the safeguard measures of marketingstrategy implementation. The measures including strengthen the management oforganization and management, strengthen the marketing team, improve thedistribution center, and strengthen the construction of enterprise culture andstrengthen the construction and management information system.This paper’s results in the marketing strategy and safeguard measures ofmarketing, strategy implementation act as guidance and reference for the developmentof the A.Best supermarket chain, it also beneficial to the health development ofsupermarket chains in China.