Research On Product Positioning Strategy In Shanghai Area Of Easy Joy Convenience Store

Shanghai is one of China’s most developed area,where the Convenience Stores are highly developed with diversified competition gless etting increasingly fierce.Easy Joy was considered to be a convenience store brand with competitive strength,and now it is facing the problem of lacking attraction and innovation in product to customers and low profitability.Easy Joy needs to match their service and products and expand new product fields.Meanwhile they are urged to develop pertinence business and enhance supporting services,in order to build competitive advantages.In this paper,the author analyses the Easy Joy’s present situation as a start,and then fractionizes the market and customers by summarizing their product and service conditions,customer’s demands,and the distinguished feature of convenience stores at gas station with their innovation status.The PEST model and PORTER model are used to analyze Easy Joy’s SWOT comprehensively,and the macro-environment and micro-environment of the whole convenience store industry of Shanghai area are summarized,through which the advantages and disadvantages,challenges and opportunities are clarified.Based business data,the factors of product strategy are summarized,and profits and products are combined with customers and market.The difference between products and services and the introduction of advanced technology and outstanding team of talents are comprehensively considered.Brand influence on product strategy and customer experience are highly valued,and the price and the introduction of global sourcing on the impact of the product strategy are taken into account.It is concluded that the competitiveness of Easy Joy convenience store could be promoted for a higher market share by combining the core needs of customers and product strategy.