Research On The Marketing Strategy Of S City B Supermarket Under The New Retail Background

In recent years,with the rapid development of mobile internet technology,digital equipment such as smart phones are gradually becoming popular,and the current logistics system is also gradually improving,resulting in earthshaking changes in consumers’ lifestyle and consumption needs.Currently,more and more consumers spend a lot of time on digital devices such as mobile phones and computers to purchase goods,reflecting the characteristics of diversified consumption.This change has led to the development of offline retail industry,which has had to change its own operating mode,and the traditional operating system has been greatly impacted.In 2020,the outbreak of the COVID-19 caused various problems such as rent and employee wages,which led to a huge dilemma in the development of the offline retail industry.In addition,the decline in the number of people entering the store directly led to the cold winter of the entire offline retail industry.Currently,the development of traditional e-commerce has also entered a bottleneck period.With the emergence of various new concepts such as scenario marketing and social media marketing,the new retail business model has become an opportunity that current enterprises need to attach great importance to in the development process.In the application process of the new retail model,attention should be paid to meeting the needs of customers in various shopping links,so as to achieve a perfect combination of online and offline.This is also an opportunity and challenge that traditional retail companies need to face in the new retail environment.During the research process of this article,the representative B-chain supermarket in S City is analyzed accordingly.Combining literature research and questionnaire survey methods,starting from theories such as new retail and scenario marketing,the current status of its marketing strategy is analyzed using 7PS marketing theory.Various tools such as Porter’s Five Forces Model and SWOT analysis are used to conduct in-depth analysis and summary of the internal and external environment in the current enterprise’s development process.Through a comprehensive analysis of consumer demand and behavior through a questionnaire survey,it is proposed to attach importance to the optimization of human resources,continuously improve the quality of supply chain management,ensure that various marketing strategies can play a good role,and ensure that marketing strategies can be effectively implemented.I hope that the research in this article can provide reasonable marketing development strategies for B chain supermarkets in the current new retail context,and can also provide comprehensive reference for similar enterprises.