Study On Rural Supermarket Chain’s Development Of Lin’an

Building a new socialist countryside is a major strategic plan to promote rural economic and social development under the new situation, to achieve the target of building a moderately prosperous society, is a major initiative to implement the scientific concept of development and building a harmonious society, change our rural backwardness the face of the fundamental way of comprehensive measures for the system to solve the "three rural" issues.2005, Lin’an City in accordance with the requirements of urban and rural economic development and improve the socialist market economic system, based on Lin’an actual development of rural supermarket chains, adhere to the principle of "government guidance, enterprise main market operation". In recent years, has formed a certain scale, has made significant achievements, to meet growing consumer demand of the rural people in Lin’an City, as well as stimulating the development of the rural economy in Lin’an City. This study analyzes the connotation chain management and supermarket chains in rural development advantage, based on a certain scale field research, to explore the feasibility and overview of Lin’an City, the development of rural supermarket chains, and Lin’an City Gaohong the case, the development of rural supermarket chains in Lin’an City, eventually propose appropriate safeguards.The main contents and conclusions are as follows:(1) Rural supermarket chains in Lin’an City has a good environment for development. Mainly include:①the economic environment:the Lin’an City residents income levels improve, rural supply and demand environment, convenient transportation conditions in rural areas;②industry environment:the existing competitive situation of the industry and industry trends favor the development of rural supermarket chains;③policy environment:Lin’an City developed a related mechanisms, incentives, distribution, regulatory and policy advocacy.(2) Development of rural supermarket chains in Lin’an City include:strengthen planning guidance, additional service functions; strengthen policy support, continue to deepen the development; cultivate leading enterprises, expanding the distribution radius; carry out selected activities to strengthen the model driven. Lin’an City development in rural supermarket chains preliminary results, mainly include:to enhance the taste of commerce, enhance the strength of enterprises, improve the consumption environment and increase farmers income.(3) Gaohong rural supermarket chain business model for integrated services operating model. This state-of-the-art business model also promote the development of the rural Gaohong supermarket chains, specifically manifested in:improving rural circulation system and to promote urban and rural development; purify the rural consumption environment, to protect farmers consumer safety; meet the farmers’ consumption demand and develop the rural consumption market; promote the development of leading enterprises, improve the enterprise management level and scale of operation. The rural Gaohong supermarket chains exist problem:imperfect product strategy, the price advantage is not obvious lack of promotional tools.(4) Development of rural supermarket chain business model, Lin’an City safeguards. Mainly include:①develop a sound product strategy;②give full play to the price advantage, including: reference pricing, plus pricing, discount pricing and sale merchandise pricing;③rich supermarket promotions, including:membership promotions, discounts promotion, advertising, promotions and holiday promotions.