Marketing Strategy Study Of Fujian Yong Hui Supermarket

Around1999, Carrefour, Metro and Wal-mart entered the Fujian market successively. Some well-known domestic retail enterprises were ever camping in Fujian province. Ten years later, little-known Yong Hui breaks through from here successfully. From the corner to the national layout, it becomes regional big supermarket chains. Yong Hui supermarket is praised as a model of China " the farmer’s market to the supermarket" promotion by seven ministries and commissions under the State Council. Yong Hui’s success thanks to create the Yong Hui model, which combined the traditional farmers’ market and the characteristics of modern supermarkets, both the farmers’ market price advantage, and fresh, category complete fresh products, and brings the management mode of the modern supermarket and comfortable shopping environment and "one-stop" style shopping experience.This paper is taking Fujian Yong Hui supermarket as the research object, from several aspects, such as marketing strategy, marketing strategy combinations to study the successful experience of Yong Hui. Firstly, it introduces Yong Hui supermarket’s profiles and development course and the status quo of management; Then, introduces how to form the model of Yong Hui and the basic competition strategy of Yong Hui supermarket marketing. Secondly, analyzes the macro environment that Yong Hui supermarket had faced until2012and uses Michael Porter’s Five Forces Model on the basis of the theory of marketing strategy to analysis Yong Hui supermarket in the industry environment, as well as market segmentation and positioning analysis to determine the Yong Hui supermarket positioning of the target market strategy is the key to its succes. Finally, guided by the combination of marketing4Ps theory, this paper expounds the Yong Hui supermarket has adopted the combination of marketing strategy including products and service, price, place, integrated marketing communications such as promotion to succeed in the target market. The innovation of the paper is to comb furtherly the service strategy of Yong Hui, to increase the latest induction for parity strategy of Yong Hui. e-commerce of Yong Hui and BRAVO of Yong Hui supermarkets,etc.Thesis research results indicate that if the local retail can accurate positioning,it can also find the foothold and expand its territory in front of the foreign supermarket’s aggressive offensive; Fujian Yong Hui supermarket can continue to use its marketing strategy and mix of the marketing strategy in the cross-regional development, Yong Hui model can be copied to long distance in the expansion.These research results can also give other local small and medium-sized supermarkets and new entrants to provide experience for the development of reference.