Research On The Promotion Strategies Of Meilan Rural Supermarket

At present,China is implementing the strategy of rural rejuvenation,and the construction of rural commodity circulation is a very important task.It is also an important task for building a beautiful new countryside to let commodities flow smoothly in rural areas and let farmers enjoy convenient shopping in comfortable environment.Supermarket is the main place for rural consumers to shop,but the current research on the promotion of rural supermarkets is very scarce,and the lack of theory leads to the lack of effective guidance for marketing practice.In this study,a rural supermarket named Meilan,located in Anqiu City,Shandong Province,was selected as a case study to analyze the relationship between sales promotion strategies and consumer response.The purpose of this study is to explore the conditions under which sales promotion strategies can achieve the best promotion effect.Firstly,through on-site investigation,interviews,questionnaire survey and other methods to collect information about the supermarket promotion status,the study describes the status quo of promotion,and analyzes the problems existing in the promotion.Secondly,this paper explored the relationship between sales promotion mode and consumer's purchase intention through experimental method,for which two experiments have been conducted.Through the experiment,there are significant differences in the effect of different promotion strategies on stimulating consumers purchasing desire,among which gift promotion and discount promotion can play a significant role,but the effect of return voucher promotion is not obvious.In the second experiment,it can be seen that both customer type and product type play a moderating role in the relationship between sales promotion strategy and consumers purchase intention.Specifically,for customers of different age groups,older customers prefer gift promotion,while younger customers prefer discount promotion.As far as the type of promotion is concerned,convenience products are more suitable for gift promotion,while shopping products are suitable for discount promotion.The research results provide practical guidance for Meilan supermarket operators inunderstanding the characteristics of rural consumers,consumers response modes to different promotion modes,and how to select appropriate promotion strategies.It also plays a positive role in optimizing the promotion management strategies,enhancing the attractiveness of promotion,promoting consumers purchasing willingness,and further enhancing the business performance of rural supermarket operators.