Harbin RT-Mart Supermarket Chain Marketing Strategy Research

Large supermarket has developed very rapidly in recent years, the internationalcommercial retail giant gradually into China market, market competition is becomingincreasingly fierce. Harbin local large supermarket is also faced with aggressive competition,therefore, how can the formats from the white-hot competition break out of an encirclement,how in market competition based on and seek development, is the local supermarket mustface the problem.Based on the RT-Mart supermarket as the research background, the application ofstrategic management and marketing management of the basic theory, the RT-Martsupermarket current marketing situation and enterprise existing problems understanding,SWOT analysis on the internal and external environmental analysis, the use of STP analysissegmentation enterprise around the market, choose the direction of enterprise strategic targetmarket, the market positioning, and at the same time, from the RT-Mart supermarket of brandestablishing, commodity combination, pricing method, promotion strategy, the servicestrategy of formulate concrete marketing strategy. From the organizational structure,management system and enterprise culture aspects ensure the RT-Mart supermarketmarketing strategy implementation. For the RT-Mart supermarket clear market positioning,through the innovate formulate marketing strategy and development strategy, enhance theircore ability, the paper put forward a practical and operability of the marketing plan.