Research On Marketing Strategy Optimization Of DYYZ Supermarket

In the 1990 s,the chain supermarket,a modern form of retail business,entered themainland market of China,and then it was further popularized and developed,becoming the main business form of domestic retail industry.In 2001,China formally joined the WTO.Since then,it has opened the prelude for large-scale foreign supermarket chains to settle in cities,which has greatly squeezed the living space of Chinese local supermarket chains.At the same time,with the emergence and development of e-commerce,the online supermarket began to rise and become the mainstream retail mode.The market share of local traditional chain supermarkets was greatly impacted.Compared with foreign retail giants,the traditional local chain supermarkets have some problems,such as the lag of marketing concept,the lack of clear target market,the lack of independent brand,the inherent contradiction between suppliers and supermarkets,etc.In the face of the rapid changes in the industry and fierce competitors,local supermarket chains timely adjustment of marketing strategy has become an urgent matter.This paper takes Yinzuo supermarket in Dongying City,Shandong Province as the research object(hereinafter referred to as DYYZ).It analyzes the current situation marketing of thissupermarket by means of questionnaire and data processing,and points out the problems of DYYZ in market positioning,service quality,promotional activities,etc.Then it analyzes the macro environment,industry environment,advantages and disadvantages,opportunities and challenges of DYYZ supermarket.According to the above analysis,the paper puts forward feasible proposals from five different perspectives.Finally,DYYZ Dongcheng store is used as the pilot to start the trial operation for four one year,and the specific operation results are used to evaluate the scheme simply and efficiently.This study has practical significance for the healthy and rapid development of DYYZ chain supermarket,and also can provide some experience and reference ideas for the development of other local chain supermarkets.