Research On The Optimization Of Hema Fresh Marketing Strategy In Zhengzhou Based On Customer Satisfactio

Hema Fresh under Alibaba,as a representative of new retail,has more than 300 stores since its opening in 2016.However,behind the large-scale expansion of Hema Fresh stores in many regions,its negative news has been frequently exposed,which has greatly affected customers’ shopping experience and satisfaction with this brand.On June 18,2021,the first store of Zhengzhou Hema Fresh opened,how to strengthen store operation management and optimize marketing strategies to avoid the impact of these negative news on customers,thereby improving customer shopping experience and satisfaction,so that Zhengzhou Hema Fresh can gain a firm foothold during the start-up period,which is the problem currently facing Zhengzhou Hema Fresh.This paper takes Zhengzhou Hema Fresh as the research object,based on the perspective of customer satisfaction,on the basis of analyzing the current marketing strategy status and marketing environment of Zhengzhou Hema Fresh,and on the basis of Feinel logic model,the evaluation index system of customer satisfaction including 10 first-level indicators and 24second-level indicators that affect customer satisfaction is constructed.Based on this,a questionnaire of customer satisfaction of Zhengzhou Hema Fresh was designed,and the data were collected and sorted out.SPSS software was used for reliability analysis,validity analysis and factor analysis of the survey data,and the primary index and secondary index were given weights,so as to calculate the influencing factors of customer satisfaction of Zhengzhou Hema Fresh.And adopt the method of four quadrant model to secondary indicators for further analysis.The order of customer satisfaction of the first-level indicators obtained from the analysis results is perception fusion factor > service perception factor >convenience factor > value perception factor.In addition,the distribution of 24 indicators in the four-quadrant model,combined with 4P marketing theory and 4C marketing theory of Zhengzhou Hema Fresh advantages and disadvantages of in-depth analysis,zhengzhou Hema fresh should be improved in the price strategy,promotion strategy,communication factors and convenience factors.Finally,in view of the current problems of Zhengzhou Hema Fresh,from the adoption of diversified pricing strategy,take a variety of promotion strategies,improve shopping convenience and establish good communication channels for Zhengzhou Hema fresh marketing strategy optimization suggestions,in order to improve its customer satisfaction,so as to further enhance zhengzhou Hema fresh core competitiveness.