The Research On Development Strategy Of W Supermarket Under The Impact Of E-Commerce

Now,by the impact of the electricity supplier,the traditional supermarket is facing a huge crisis.With the change of people's consumption habits and the fierce attack of e-commerce price war,many traditional offline enterprises and businesses are forced to close their stores.In order to reverse the decline,RT-MART,CR Vanguard,Walmart and Century HuaLian also set up cross-border e-commerce platforms and set up three-dimensional laboratory stores online to compensate for the weakness of the decline in sales of physical stores and make up for the shortcomings.W supermarket is experiencing an unprecedented crisis.As an early enterprise in the supermarket industry in Q area,and with the booming market environment in the early stage,W supermarket has been running smoothly.However,in recent years,the impact of e-commerce has aggravated the exposure of potential problems and risks.In order to maintain the leading position in Q region,after taking a series of measures to reverse the situation,the effect is not obvious.On this basis,this paper takes the development strategy of W supermarket under the impact of e-commerce as the research object,and based on consumer purchase decision theory,Porter's five-force model analysis,SWOT analysis and 4Cs marketing theory,through the combination of literature research,comparative analysis and theory and practice,makes a comprehensive analysis of W supermarket under the impact of e-commerce.The study finds that the development of E-commerce has a major impact on the consumer group,profit system and experience mode of W supermarket.By summarizing the development status of E-commerce and W supermarket,the paper reveals the problems faced by W supermarket,such as consumer diversion,lagging service experience and exploitation of profits by layers,and demonstrates the necessity and urgency of W supermarket's transformation and development.By means of SWOT analysis,the advantages,disadvantages,opportunities and challenges of W supermarket are comprehensively analyzed,and the optimal choice of ST diversification strategy is obtained.Through macro-control of the strategic layout of the business,the main contradictions affected by e-commerce are centrally solved,the shortcomings of W supermarket are effectively avoided,and the countermeasures against e-commerce shocks are put forward,and the organizational structure of the transformation of the mode of O2 O is adjusted.In order to solve the competition crisis brought by E-commerce and explore the development strategy suitable for W supermarket,we should carry out comprehensive strategic layout by improving operation technology and capability,integrating and utilizing supply chain resources,improving supporting logistics distribution system,differentiating goods and services,and combining W supermarket's own advantages.The innovation of this paper is from the perspective of consumers,through the study of changes in consumer behavior habits,targeted to solve the problem of consumer diversion,from both horizontal and vertical perspectives to propose feasible solutions.The disadvantage of this paper is that it does not base itself on the rules of industry and the challenges of the market environment,and studies the development strategies of many problems faced by traditional supermarkets from a more universal point of view.