Research On Marketing Strategy Of China Resources Vanguard OLE Supermarket

Nowadays,with the faster and faster development of China’s social and economic level and the continuous improvement of people’s living standards,the development of the retail industry has entered a key period of transformation and expansion.The products of the retail industry have begun to focus on quantity and cheap to focus on quality and high quality.Since 2000,boutique supermarkets have gradually developed into an indispensable force in the retail industry.From the perspective of domestic retail model,the new premium retail model has injected fresh blood into the retail industry.And,with the development of network information,the new network marketing model has also caused a great impact on the traditional retail industry,making the industry large and small supermarkets are facing fierce competition.In such an environment,it is the common goal of every supermarket to recognize the market situation,take advantage of its own advantages,grasp the environmental opportunities and achieve rapid and stable development in combination with its own reality.Therefore,the development of appropriate and practical marketing strategies has become the focus of research by many domestic scholars and retail industry.In this thesis,based on the OLE boutique supermarket example of China Resources Vanguard,the marketing strategy of OLE boutique supermarket is studied.Firstly,it analyzes the marketing status of OLE boutique supermarket,and applies 7Ps theory and STP theory,from seven aspects:Analyze the marketing problems of OLE boutique supermarket from the aspects of product,price,channel,promotion,personnel,process management and tangible display.It is concluded that the marketing strategies of OLE boutique supermarkets at present include low difference in product quality,insufficient flexibility in commodity pricing,insufficient site selection and single promotion means with few promotion channcls.Secondly,it analyzes the internal and external environment of OLE boutique supermarket,and further analyzes the advantages,disadvantages,opportunities and threats of OLE boutique supermarket based on SWOT theory.Finally,based on the analysis of 7Ps strategy,the marketing mix strategy of OLE boutique supermarket is improved from seven aspects,and put forward the safeguard measures from three aspects.The research of this thesis can provide guidance for the future development of OLE boutique supermarkets,and also can provide certain reference and guidance for other high-end boutique supermarkets in the same industry in China.