Research On The Marketing Strategy Of Suning Convenience Stores In Nanjing

Due to the continuous rise of the main consumer groups born in the 80 s,90s and the elderly,the support of industrial policies,capital and the intervention of retail enterprises,the development of my country’s convenience stores has shown steady growth in recent years,and the convenience store industry will also usher in further development;In 2019,the Ministry of Commerce issued two documents to support the development of convenience stores.Coupled with the new crown epidemic in 2020 and the rigid demand generated by normalized prevention and control,the industry generally believes that the convenience store industry will usher in new development opportunities.However,the current development of convenience stores in my country still has problems such as fuzzy market positioning,insufficient location selection,serious homogeneity of goods,and low service levels.Suning Xiaodian is an important part of Suning Tesco Group ’ s smart retail development strategy.It is positioned at community shared refrigerators and family shared kitchens,rooted in the community,serving community household users,and is an offline traffic portal and service site for Suning’s other business formats.Drain and form a closed loop.From 2016 to 2017,the Suning store began to pilot and start construction in Nanjing.In 2018,it began to expand rapidly across the country.In 2019,due to continuous losses,which affected the performance of listed companies,it was forced to divest Suning.com Group to Nanjing Yunzhi,which is controlled by a related party.Share Network Technology Co.,Ltd.,At the beginning of 2020,the number of Suning stores has reached more than 6000,and it has begun to change from direct management to franchise mode.As a pioneering demonstration zone for Suning stores,Nanjing is difficult to conceal the marketing deficiencies in product,price,supply chain channels,promotion,location selection,O2 O integrated service marketing,etc.in the context of national expansion.When Suning Xiaodian was piloted in Nanjing area,it showed that the business logic had gone through.However,as the main business area,the influence and performance of Suning Xiaodian in Nanjing area did not meet expectations after rapid expansion.In view of this,this article takes Suning shops in Nanjing area as the research object,comprehensively uses literature research,model analysis and investigation researchmethods,firstly combs the research status of domestic and foreign convenience stores,industries,and convenience store marketing strategies,and defines convenience store related concept.Then combined with the PEST and SWOT analysis models to objectively summarized and analyzed the internal and external environment and its own advantages and disadvantages faced by Suning shops in Nanjing area.Through questionnaires and on-site visits,the marketing status and existing problems of Suning stores in Nanjing area were analyzed,and suggestions for improvement were put forward for products,prices,channels and promotion strategies in the marketing mix,and puts forward site selections strategy and O2 O smart marketing strategy based on the characteristics of Suning stores.;Finally,construct the safeguard measures that the proposed marketing strategy can be effectively implemented.The research in this article not only has important practical significance for the healthy and rapid development of Suning Xiaodian,but also has reference significance for the development of brand chain convenience stores.