Research On Marketing Strategy Optimization Of YF Chain Supermarket

On the basis of replicable business model and by means of price and scale advantages,chain supermarkets satisfy consumers’ daily shopping needs by providing abundant affordable daily necessities and food,etc.,which has become a relatively mainstream commercial format in the current society.According to the size of business location and scale,chain supermarkets can be subdivided into large chain supermarkets and small chain supermarkets.At present,the marketing strategy research of chain supermarkets in Our country focuses on the large chain supermarkets,but the research of small chain supermarkets is less.Both marketing strategy and management level,there is a big gap between small-scale chain supermarkets and large supermarkets.YF supermarket chain is the most representative small-scale supermarket chain in Liaocheng.To study the marketing strategy of Liaocheng YF supermarket chain is of great significance to improve the management level of small-scale supermarket chain and promote the development of local economy.YF supermarket chain was founded in 2001,after more than 20 years of efforts,has developed into Liaocheng’s most influential chain supermarket.YF chain supermarkets implement the marketing concept of direct purchase from the source and cheap operation,which has won the praise of the market and the trust of local residents.On the basis of questionnaire survey,field interviews,to further exploration of YF supermarket chain marketing strategy,it is concluded that the price the main problem is the shipping cost is high,the product of the main problem is lack of own brand,the promotion of the main problem is the promotion effect is poor,the main problem is the network marketing channel aspects need to be strengthen,The main problem of service is the imperfect supporting services.Through the in-depth analysis of YF marketing environment,the advantages and disadvantages of YF chain supermarket marketing are sorted out.Through STP(market segmentation,target market,market positioning)theory,4PS(product,price,promotion,channel)theory,qualitative analysis of the target market,aiming at the existing marketing problems.Combined with the actual operation of YF chain supermarket,the author puts forward some suggestions to optimize the marketing strategy: to build a perfect distribution system;Promote the construction of private brands;Systematic planning of promotion strategies;Strengthen the linkage of online and offline marketing;Develop humanized service strategy.In order to ensure the implementation of marketing strategy to achieve the desired effect,it is necessary to strengthen the construction of human resources,enterprise culture,marketing system information construction,perfect incentive mechanism.The key problems to be solved in this study mainly lie in the scientific analysis of the marketing strategy of YF supermarket chain,to find out the problems urgently needed to be solved at the current stage of marketing accurately and scientifically,and to give targeted suggestions and optimize the guarantee measures.At the same time,with the same type of domestic,the same scale of small and medium-sized chain supermarkets to strengthen and improve marketing work for reference.