Hi-life Convenience Store’s Marketing Strategy Research

The rapid development of global business environment in the industrial sector is surely one of the signs of competition between business industries. The customer’s demand for satisfaction brought the concept to operate business enterprises in international, computerization and multiplicity. Today, the customer’s high standard of living clearly means a high quality product. Consumers focus not only on product-prices, but on the quality of product and services provided by enterprises.The convenience store industry presents the fast growth in retail and has also joined the business model. The convenience stores have been operating for more than30years in Taiwan and offer services in time, distance, convenience of delivery and opened24hours in a day and continue the struggle to meet customers’ diversified demands.Hi-Life International Co. LTD has created its own brand after20years of development among Taiwanese local four large convenience stores on the island. Hi-Life had to set up the latest type of chain of convenience stores and under the condition of the market; gradually saturate convenience store chain type and also achieved certain economic and social benefits.In this paper, an analysis is conducted; based on the relevant theories of marketing strategy of Hi-Life International Co. as well as a research in marketing strategy and the existing problems, through the SWOT analysis method of Hi-Life International Co. Segments as business internal strengths, weaknesses, opportunities and threats of research analysis are covered. Using the STP and4P theory, this paper combines the characteristics of Hi-Life International Co. puts forward the marketing strategy of optimization design, and marketing strategies suitable for Hi-Life International Co. and also the implementation of relative safeguard measures. The research achievements of this paper may provide Hi-Life International Co. with effective advice and help regarding the construction of marketing.