HRZ Supermarket New Retail Marketing Strategy Research

With the continuous development of Internet technology,the retail market has become more and more competitive.The emergence of the concept of "new retail" has brought a new way of development to the retail industry.New retail model reshapes the business structure and ecosystem,and deeply mix online services,offline experiences and modern logistics.The rapid development of online platforms and the change of consumers’ consumption patterns have caused traditional supermarkets to face serious impacts and enter a low growth stage.The marketing strategy research of traditional supermarket chains has become a necessary tool to enhance competitiveness and maintain their future growth.This thesis takes HRZ supermarket as the research object.Firstly,it objectively describes the current marketing situation of the enterprise from products,prices,channels and promotions,and analyzes the current problems in the marketing process,such as single marketing model,poor service of store staff,insufficient development of own brand and weak customer management ability.Secondly,the overall marketing environment of Mudanjiang HRZ Supermarket was analyzed from four aspects: macro environment,economic environment,social and cultural environment and technological environment.Using STP,network marketing and 7Ps theories and the results of consumer survey questionnaires,we proposed optimization suggestions for the marketing strategy of Mudanjiang HRZ supermarket in four aspects: product,price,channel and promotion.It also proposes the guarantee measures for HRZ supermarket’s marketing strategy optimization plan.Through the optimization of the marketing strategy of HRZ supermarket in Mudanjiang,it is hoped that the problems existing in the marketing center of the enterprise can be solved,the competitiveness of the enterprise can be improved,and the advantage in the competition of the local market can be obtained to help the development of the enterprise.It also provides ideas for the marketing of supermarket chains in other cities.