Study On Marketing Strategy Of Shanghai City’Super Supermarket

With the continuous development of our national economy, people’s standard of living is able to improve, more and more consumers began to pay attention to the quality of life and taste, food, household goods, cosmetic care activities such as commodity quality requirements are more demanding. In today’s global retail market, enterprises simply rely on products and services has been unable to establish sustainable competitive advantage, and in recent years brand supermarket chain stores in the number and size increased gradually, the competition among the retail enterprises showing a trend of increasingly fierce. Emerging opportunities and challenges faced, retail enterprises to actively the effective marketing strategies and operational means the stand out in the fierce market competition, further to consolidate its position in the market and the strength, has become an important problem faced by the current retail enterprise operators and managers.This paper takes Shanghai Sheng supermarket(hereinafter referred to as the "city’ super ") as the research object, in the collation and review of domestic and foreign related theories and literature based, expounds the city ’super enterprise general situation, and carries on the thorough analysis to the existing marketing strategy, explore the current problems existing in the marketing strategy.By applying the method of system analysis, from macro economic environment, Shanghai city commercial pattern, consumers, competitors in four aspects of city ’super marketing analysis of the external environment; internal environment of city’ super marketing are analyzed from the three aspects of organizational structure, value chain, core competence; and the use of SWOT analysis of city ’super marketing advantages, weaknesses, opportunities and threats were summarized in this paper.Use the STP marketing theory, of ’super city around the market segmentation, target market selection and product positioning; at the same time, the use of 4P marketing theory, starting from the product, price, channel, promotion four angle design with characteristics of the business, conforms to the enterprise future development direction of marketing mix strategy, to accelerate the marketing of Shanghai city’ super, improve enterprise marketing strength and market competitiveness, and to provide a theoretical reference for other domestic retail enterprise marketing strategy optimization.