Research On The Marketing Strategies Of SH Supermarket

In recent years,China’s economic and social development has entered a new era the development of retail industry has also experienced a closed period,development period,transition period,expansion period and a series of stages.Supermarket chain as a major force in the retail industry,also experienced the birth,development,maturity and other stages.With the development of Internet,the new retail model lead the retail industry into many kinds of style.The network marketing has had a great impact on the supermarkets,coupled with the expansion of large-scale chain supermarkets,let the independent small and medium-sized supermarket is facing the intense competition environment.In recent years,many scholars and the retail industry is studying how to let small and medium-sized supermarkets adapt to the development of the times,how to let them improve their marketing strategies according to their actual conditions and advantages,and how to let them help supermarkets survive in the fierce competitive environment and pursue greater interests.This paper takes SH supermarket as the research object,mainly studies SH supermarket’s marketing strategies.Firstly,study the state of SH supermarket’s marketing and marketing strategies,through in-depth research,it is found that the following problems exist in the marketing of SH supermarket: high operating costs and high risks;low customer satisfaction and high substitution in the same industry;obsolete promotion methods and single promotion products;lack of marketing management,low level of professionalism on the team.This paper analyzes the reasons of the problems in the marketing strategy of SH supermarket,and finds that the main reasons are as follows: positioning is not correct,the product structure is single,the marketing concept is oldfashioned,the marketing channel is single,the service quality is not high,the customer experience is not good.Secondly,study the problems existing in SH supermarket’s marketing strategies and the reasons for the problems are analyzed.Then based on the combination of 4P marketing mix theory and 4Cs theory,make suggestions to improve the marketing strategy of SH supermarket in terms of product and demand strategy,price and cost strategy,channel and convenience strategy,promotion and communication strategy.Finally,the author puts forward some measures to improve the marketing strategy of SH supermarket: strengthening the construction of marketing team,perfecting the marketing incentive mechanism and constructing the culture of SH supermarket.This article’s innovation points: Firstly,the richness of the subject.This paper takes the SH supermarket as the main body and the SH supermarket as the research object,indepth study of the unique marketing strategy of Independent Small and Medium-sized supermarket,in the content of the richness of academic research has a certain contribution.Secondly,to provide strategies for Independent Small and Medium-sized supermarket.At the same time for Independent Small and Medium-sized supermarket,in the face of fierce competition environment,timely improvement of marketing strategy to provide some reference.