| In recent years,supermarket chain in th e medium cities obtained the fast development in our country.a large number of excellent chain retail enterprises occupy the more and more important in the m arket.Rt-mart supermarket as a successful large retail chains,its development scale and speed of leading in the forefront of the retail enterprises.Can not be ignored,however rt-mart are faced with the increasingly fierce competition in the industry,such as Wal-mart,Tesco,Carrefour big foreign retail enterprises.And each city’s local supermarket chain,like Jia Lejia supermarket in Weifang etc.Those are all in the o ccupation of China’s retail market share.Rt-mart from the in itial several supermarkets now developed into a lar ge chain supermarket,of course,associated with its marketing strategy.But even the rt-mart supermarket so successful supermarket chain,also unavoidably exist some problems of one kind or another.such as the logistics service idea,manpower,etc.How to solve the problem s existing in the pres ent,how to deal with the fierce market competition,but also should be taken seriously.This paper is to rt-mart supermarket chain as the research background,using the basic m anagement theory of st rategic management and m arketing management,Through the rt-mart supermarket in weifang problems existing in the current marketing situation and enterprise to understand and summarized.Use the SWOT analysis method,the supermarket within the external environment analysis.Around the enterprise market segment with STP analysis,the choice conforms to the enterprise strategic direction of the target market.Finally,market positioning,as well as from rt-mart supermarket brand bu ilding,product m ix,pricing method,promotion strategy,service strate gy,formulate specific marketing strategies.F rom organization structure,management system and enterprise culture and so on several aspects to ensu re the implementation of the rt-mart supermarket marketing strategy.Positioning the m arket of rt-m art supermarket,through inn ovative change m ake effective feasible marketing strategy and developm ent strategy,improve the supermarket’s own core competitiveness.This pape r puts forward the practical and operability of the marketing plan. |
