Research On Marketing Strategy In METRO Chongqing

With the rapid development of electronic commerce in the retail industry, more and more consumers are losing from traditional retail enterprises.The traditional marketing strategies not only could not help enterprises get competitive advantages from competitors,but also it is unable to realize the goal of attracting new customers from simple online purchase to come back to the traditional retail market and increase the viscosity of existing enterprise customers.Currently,on one hand,enterprises in traditional retail market have to face fierce competition with menacing electric business enterprises.On the other hand, they have to face the complex and ever-changing consumer market. But in reality, the undifferentiated marketing makes many traditional retail enterprises more difficult in the fierce competition. And effective marketing strategy can not only help enterprises to survive in the fierce competition in the market, but also provide the enterprise with sustainable competitive advantages. Therefore, more and more enterprises begin to study the differences of their own advantages, and through the targeting market segmentation and positioning, implement the differentiated marketing strategy to achieve great success ultimately.The paper aims to study the marketing strategy in METRO Chongqing.It researches the targeting customer market by segmentation,targeting and positioning,and how to use advantages in its products to make marketing strategies about products,promotion,price,high-level quality management and brand on the basis of different targeting customer markets. Furthermore,it researches the shortcomings and defects of the present differentiated market strategies and proposes four improvement advice from expansion of target customer market,revolution of pricing model,offering of customer service and promotion of new products.This paper harnesses the 4C,4P and STP theories in marketing to analyze the implementation of the differentiated marketing strategy in METRO Chongqing,which has a strong practical significance.Meanwhile,it also hopes to provide the enterprises from the same or similar industry with reference and value.