Research On LOHAS Marketing Of Community Supermarket Based On Guests' Perceptive Value

In recent years, with the acceleration of China's urbanization of the city, the living environment has been greatly changed. In the government's support, community supermarkets whose main characteristics is "location close to the consumer, less than 500 square meters, convenient nearby residents to buy food and daily necessities" have fast development. while the consumptive idea of community supermarket's customer also has undergone earth-shaking changes. The traditional mode of "dirty, chaotic, and poor" of farmer's markets can't meet the people's higher demand. Customers pay more attention to the good consumption environment and personalized psychological satisfaction. However, the traditional marketing of our country's community supermarket focus on "price war". The customer's purchasing motivation, psychological needs and emotional satisfaction lack of correct attation, made the community supermarket into this embarrassment position without the advantage of category compared with large supermarkets, and with farmer's market of no price advantage. Under the guidance of the traditional marketing theory, marketing activities have difficulty to maintain customer's loyalty. It is difficulty for community supermarket to enterprise the management goal. Under this background, LOHAS marketing arises at the historic moment.The "LOHAS" factor of LOHAS marketing has become the most important driving factor achieving the customer value. The clock "LOHAS" formation has big concern with environmental changes:the greenhouse effect, the haze weather, the new pathogens and the food hygiene safety let many people began to advocate a kind of lifestyle with love family, love environment, love the earth. And practice those in real life. LOHAS marketing is a kind of marketing mode driven by health and environmental protection. By means of a variety of marketing methods let customers fully trust products and services provided by enterprises, creating new value for customers, developing emotional identification, thus reducing the difficulty of the trade, and improving customer's loyalty and satisfaction. In this paper, on the basis of predecessors' research, through analyzing the customer perceptive value and marketing conception in the LOHAS economy times open community supermarket enterprises vision, provide the new marketing idea. In order to help community supermarkets in the practice of LOHAS marketing. I put forward some strategies to promote the rapid development of China's community supermarket and make better sense for Chinese urbanization.The main contents and research findings of this paper:Firstly, this paper enriches the connotation of LOHAS marketing and defines the concept of community supermarket LOHAS marketing.Secondly, combining qualitative analysis with quantitative analysis method and in combination with the characteristics of China's community supermarket and LOHAS marketing theory, this paper uses the way which combined theoretical analysis and empirical analysis to analyze personalized community supermarket requirements. It was the first time to bring the perceptive value theory into community supermarket LOHAS marketing. Using statistical analysis and SPSS software, this paper summarizes and analyses the influencing factors of community supermarket customers perceptive value and importance sequence.Thirdly, according to the importance of factors which influence community supermarket customers perceptive value, this paper put forward the corresponding community supermarket LOHAS marketing strategies from the "Physical environment, commodity, personnel, customer oriented policy, modern technical means and perceived cost."...