Research On The Marketing Strategy Of Yutong Yougou Online Supermarket In Shandong Province

With the rapid development of the Internet,online shopping has gradually become indispensable.Many large traditional retail companies have also set up online shopping malls and carried out special business services relying on the Internet platform.In 2016,the online supermarket Yutong Yougo was established and launched to provide shopping convenience for local consumers and to promote the further development of the enterprise itself,becoming the representative of the small and medium-sized online supermarkets.This article takes "Yutong excellent purchase" online supermarket as the research object.First,this article uses the PEST method to analyze the macro marketing environment of Yutong Yougo online supermarket,and then uses the SWOT method to analyze the internal advantages,disadvantages,opportunities and threats.Second,based on the investigation,this paper points out that Yutong Yougo has a series of problems,such as unclear market positioning,low correlation between different channels,incomplete product types,and unsound distribution mechanism,and analyzes the reasons for the problems.Third,the target marketing analysis is conducted on it through market segmentation,market selection and market positioning.Then,marketing strategies of Yutong Yougo are proposed based on the 4Ps theory,which mainly focused on product,price,promotion,and channels to increase product marketing quota.Finally,this article looks forward to the future development of Yutong Yougo.The marketing strategies aim to provide consumers with better pre-sales,in-sales,and after-sales services,and it will play a positive role in promoting the rapid and healthy development of Yutong Yougo.Meanwhile,it is also meaningful for small and medium-sized online supermarkets.