A Study On Marketing Strategy For LC Pet Stores

With the rapid development of economy and the progress of the society, the people's living standards have been greatly improved and changed in terms of consumption, consumption patterns and levels, presented the characteristics of diversification. In recent years, pet consumption began to become an important element in a lot of house consumption. According to Prospective Industry Research Institute statistics, our country's pet market scale has reached 154. 5 billion in 2015. Under the background of such a market, LC pet chain arises at the historic moment. This paper refer to pet market and pet consumption related news, information, documents and data, reviewing related analysis methods and theories, such as PEST?Five-force ?SWOTanalysis?STP and 4P. At the same time, it also combs the pet industry, the chain store management and the pet store marketing strategy related research. Based on this, contacting the LC pet chain store in which the actual market environment and some of the pet market development data, doing PEST analysis, namely Political environment analysis, economic environment analysis, social environment analysis and technical environment analysis; Five-force analysis, namely the ability of existing competitors to compete, the ability to enter potential competitors, substitutes, substitutes, suppliers, bargaining power, the buyer's bargaining power analysis; SWOT analysis, namely advantage analysis, inferiority analysis, opportunity analysis and threat analysis; Subsequently, in order to make the research more scientific and reasonable, Carry out a pet consumption questionnaire distribution, Made a data analysis. And according to the data analysis to study the LC pet chain store market segmentation, target customer choice and market positioning and put forward the marketing strategy of LC pet chain by 4P theory, namely product theory which includes product and service classification and requirements; price strategy, which includes the pricing method and strategy selection; place strategy, including channel member selection, incentive, control, and channel marketing team building;Promotions strategy which include advertising and promotion. At last, according to the marketing strategy of LC pet store developed by this study, put forward four marketing guarantee of idea, system, information dissemination and human resource are put forward. The purpose of this paper is to guide the management practice of LC pet store.