| With the transformation of China’s economy from high growth rate to high-quality,people’s consumption concepts have also undergone subtle changes.Especially during the epidemic,chain convenience stores across the country have become the main retail force to ensure supply.However,with the expansion and development of the e-commerce economy,internet giants have accelerated their offline layout and penetration,such as Alibaba’s "Hema Fresh",Yonghui’s "Super Species",and Suning’s "Su Fresh",which have brought huge challenges to traditional physical convenience stores.Innovation,transformation,and upgrading of traditional convenience store marketing strategies are urgent.This article takes TJ Convenience Store,one of the leading local convenience store enterprises in Shanxi,as the research object.Using 4P theory and STP marketing strategy,questionnaire surveys and on-site interviews are used for research to deeply explore its successful experience and existing problems.From this,it was found that TJ convenience stores have problems such as severe homogenization of products,relatively high pricing of products,single form of promotional activities,and slow development of O2 O model.And based on the problem,analyze the underlying reasons,that is,disregard for customer needs and blurred differentiation positioning;Low degree of digitization and weak scientific pricing mechanism;Lack of promotional strategies and poor digital marketing;Insufficient logistics capabilities and low integration with online platforms.Based on this,four optimization measures are proposed,including humanized differentiated product selection,big data scientific pricing,diversified promotion strategies,collaborative development of OMO channels,and two guarantee measures.Under the background of the rapid development of new retail,this paper takes TJ convenience as the research object,and tries to explore how to better use the existing advantages of offline traditional convenience stores for marketing business model.The arrival of the new retail era has brought huge changes and innovations to the entire retail market,making the future development of the convenience store industry tend to be diversified and diversified,and the deep integration of online and offline has become the only way and inevitable result.The end of one business model is often accompanied by the rise of another business model.As an old industry,the retail industry is also changing its model.Only by standing on its own and constantly exploring,can it ensure the longterm development of the enterprise. |
