| In recent years,the acceleration of urbanization in China has driven the upgrading of consumption.The traditional wet markets are dirty and messy,and the coverage density of large supermarkets is small,which can no longer meet the current consumption demand of residents for shopping environment and convenience.After 2016,affected by the concept of "new retail",community fresh supermarkets won the market quickly with its positioning closer to consumers,sales channels of featuring quality assurance,fast delivery,O2O integration.But fresh has the characteristics of perishable,high loss,and cold chain transportation and storage construction is a heavy asset.At present,there is no mature head enterprise in China,the operation mode of community fresh supermarket is still being explored.This paper takes the community fresh supermarket beginners QianDama for case study,base on the four aspects of operation mode status,market positioning,marketing strategy,chain management and O2O operation,to carry out theoretical analysis.Affirming its innovation points in community positioning," ri qing " sales model and chain operation.Then,the empirical research is carried out by visiting stores and questionnaire survey.It is found that Tianjin QianDama still has deficiencies in crowd positioning,innovative marketing,online operation and supply chain management.Finally,specific optimization suggestions are given for the shortcomings.Through the research of this paper,on the one hand,I hope to help QianDama achieve the brand promotion and regional expansion better,and provide reference for community fresh industry,especially for the regional fresh enterprise operation.On the other hand,I also hope to contribute to the theoretical research on the whole channel operation of the community fresh supermarket. |
