The Research On Marketing Strategy Of LiKeLai Chain Supermarket In The New Retail Environment

With the rapid development of the Internet,continuous breakthroughs in innovative technologies and the promotion of the "new retail" concept,the market competition of Xingcheng chain supermarkets has intensified.Based on the previous scholars’ research results and combining the previous relevant theories,this paper extracts four key influencing factors:social factors,information factors,service factors and security factors,and discusses the relationship between the influencing factors of omni-channel marketing and customer experience from the perspective of customer behavior.The empirical research results show that the above factors all have a significant positive impact on customer experience.The degree of influence of social factors is significantly higher than the other three factors.The side shows that the social behavior in the shopping process can affect the consumer’s decision-making purchase behavior;The influence degree of service factor and information factor have equal weight,which means that both have the same importance in omni-channel marketing.Improving the quality of service and information is essential for the improvement of customer experience.The proportion of safety factors is relatively low,but it also has a significant impact on customer experience.This study combines the status quo of supermarket chains in Xingcheng City,looking for the gap between demand and supply,and integrating the concept of "new retail" in order to excavate a new marketing system for chain stores.Combining the "4C" concept with "4P" from the marketing tools,a series of related recommendations was put forward.It is hoped that this article will provide a reference for the development of chain stores in the new retail environment.