Research On The Marketing Strategy Of Company A Under The Background Of New Retail

With the rapid development of Internet and information technology,the living standard and income level of Chinese consumers have been improving rapidly,and the consumption concept of consumers is also changing significantly,which requires more and more diversified demands for products and services.The model of selling goods online or offline can no longer meet people’s growing and diversified demands for products and services.Thus,the combination of online and offline "new retail" method quietly emerged,and opened a marketing revolution.As a new form of retail,new retail emerges at the historic moment and makes a breakthrough with new ideas.Reduce barriers to consumer experience.Based on the background of new retail,this paper takes Company A as the research object,analyzes the marketing status quo of Company A through STP theory,4Ps marketing theory,new retail and other theories as well as referring to the new retail marketing experience of relevant domestic and foreign excellent enterprises,and uses STP theory to re-segment the market,select the target market and positioning of Company A,and help Company A to enter the target market.Then,based on the 4Ps marketing theory,through the questionnaire survey,the product strategy,pricing strategy,channel strategy and promotion strategy of A company are analyzed in detail.It points out the existing problems and puts forward the corresponding marketing strategy optimization plan of A company based on the new retail background.This research uses STP and 4ps theory to summarize and analyze the marketing practice of the knife and scissors industry,and puts forward countermeasures and suggestions on the existing problems theoretically,which is a supplement and improvement to the marketing research of the knife and scissors industry.It also has certain guiding significance to the enterprise practice in the knife and scissors industry.