Research On Marketing Strategy Optimization Of Lanzhou HL Supermarket

Before the 1990 s,China ’ s retail market had been single in the form of department stores.After the opening up to the outside world,with the improvement of residents ’ living standards and the upgrading of consumer demand,large foreign retail enterprises continued to pour into China ’ s market and set off an expansion movement in China.As the main form of retail industry,the rise of the supermarket in China has mainly experienced three stages of introduction,adjustment and development.The influx of large foreign supermarket chains has not only played a reference and incentive role for local supermarket chains,but also brought new competition and challenges.The popularity of the Internet and the development and application of information technology have distorted the traditional retail concept.The network economy and the post-epidemic era have been squeezed synchronously.Coupled with the transformation of consumer consumption patterns,the supermarket has been affected by different degrees of sales shocks.It has entered a stage of low-speed growth there has been a period of adjustment of meager profit and even negative growth.In the face of the continuous downturn in retail,the research on the marketing strategy of supermarket chains has become a compulsory way for them to compete for market share and improve market competitiveness.In this paper,Lanzhou HL Supermarket Co.,Ltd.as the research object.First of all,through the introduction of the enterprise respectively from the enterprise product,price,place,promotion and other aspects of the objective description of the enterprise marketing present situation,analysis of the current enterprise marketing process exists in the development of its own brand product is insufficient,single marketing mode,part of the store environment to be optimized and customer service management to be improved and other problems and analyzes the causes of the existing problems of the enterprise.Secondly,from the enterprise ’ s macro environment,industry and market environment and micro environment of Lanzhou HL supermarket in which the overall marketing environment is analyzed,through the SWOT analysis method from Lanzhou HL supermarket enterprise internal strengths,weaknesses and external opportunities and challenges facing four aspects of further analysis,put forward the marketing strategy direction of enterprise development.Then the use of STP,network marketing and 7Ps related theory combined with consumer questionnaire analysis results and interviews and field visits,respectively,from the enterprise product,price,place,promotion,people,physical evidence and process seven aspects of Lanzhou HL supermarket existing marketing strategy to put forward some optimization Suggestions.It also puts forward the safeguard measures of the marketing strategy optimization scheme of Lanzhou HL supermarket.Through the optimization of the existing marketing strategy of Lanzhou HL supermarket,it is expected to solve many problems existing in the current enterprise marketing,improve the competitiveness of enterprises in the Lanzhou market,occupy a larger market share,strive for greater corporate profits,and help the development of enterprises.At the same time,it also provides marketing ideas and new perspectives for other local small and medium-sized supermarkets and convenience stores in Lanzhou.