Research On Marketing Strategy Optimization Of MH Fresh Supermarket

The development of fresh supermarket in China is advancing steadily,especially in the period of epidemic.The logistics system of fresh supermarket has eased the basic needs of people to stay at home for material materials,and it is also one of the few enterprises that have paid off their debts during the epidemic.MH Fresh supermarket studied in this paper,as a larger supermarket enterprise in Yongcheng,can actively respond to the document spirit of the Central Committee and build a smart fresh supermarket in combination with the consumption level of local residents in Yongcheng.However,it fails to establish a scientific marketing system in operation,and simply imitating the marketing methods of Hema Fresh Food and other supermarkets are not successful.In this paper,the current marketing status and existing problems of MH fresh supermarket are studied,and targeted optimization suggestions are put forward.The purpose of this study is to promote MH supermarket to improve its marketing plan,improve marketing efficiency and enhance consumer satisfaction.Firstly,this paper designs and carries out an interview survey of MH fresh supermarket customers.30 respondents are selected from within 10 kilometers of MH fresh supermarket by random sampling.Through the interview,the key marketing issues that customers are most concerned about are learned.Then a large range of consumer questionnaire survey was carried out.A total of 330 questionnaires were sent out,and 312 valid questionnaires were collected,with an effective rate of 94.55%.In this paper,SPSS analysis tool is used to analyze the validity and reliability of the results of the questionnaire to confirm the reliability of the questionnaire.Combined with the results of interview survey and questionnaire survey,this paper found the existing problems in MH fresh supermarket marketing,such as single product category,unreasonable commodity pricing,inconvenient offline shopping channels,single promotion methods,chaotic commodity display and classification,and lack of return/exchange process.This paper aims to design a new marketing strategy for MH Fresh Fresh supermarket,mainly including: The person in charge of the store needs to improve the cognition of category optimization management,focus on the categories of individual products according to the consumer demand,focus on the market of product prices,moderately adjust the price of members,strengthen the management of procurement channels,establish distribution centers,multi-channel advertising,strengthen consumer interaction,dynamically formulate discounts,optimize the purchasing clothing and services,and strengthen the purchasing guide staff Active,strengthen commodity display management,optimize commodity display structure and strengthen after-sales quality.Etc.Finally,the paper also puts forward the guarantee suggestions for the implementation of the new marketing plan from four aspects:strategy guarantee,technical guarantee,financial guarantee and human resource guarantee.The research of this paper is helpful to optimize and improve the marketing strategy of MH fresh supermarket,enhance the core competitiveness of MH fresh supermarket,and provide reference for the marketing improvement of the business outlets of basic supply and marketing cooperatives.