The Study Of JB Supermarket Chain Marketing Strategy Optimization

With China’s entry to WTO and low market access to retailing industry, foreign-invested retailers see the rising demands in consumption and quickly expand their business in the Chinese market. Meanwhile, major online retailers, such as Taobao and JD have achieved rapid growth in the past decade, attracting more consumers to e-commerce rather than physical stores. To help cope with the challenges physical stores face, this essay is aimed at researching optimized marketing strategies for JB chain supermarket. The introduction part covers research background, domestic and international research literature, research methodology and contents. Theories on marketing strategies for chain supermarkets are also discussed. Focusing on JB, the author then explores its marketing environment and status quo, current problems, challenges and marketing solutions, i.e., product restructure optimization, store re-designing and upgrading, optimized channels, better price strategies, innovated business and own brands.Citing marketing theories such as Online to Offline, other research results and the experience of other brands, this essay aims to come up with practical and efficient marketing strategies for JB.