Research On The Marketing Strategy Of K Supermarket Chain Under The Background Of New Retai

The retail industry,with its range from department stores to large supermarkets to online e-commerce,has been undergoing a transformation as China’s economic growth has shifted to the new normal.The expansion of omni-channel and the promotion of new technology have propelled traditional retail to a stage of "new retail",thus blurring the line between online and offline retail.As one of the most important forms of retail industry,supermarket industry has faced fierce competition in recent years,and online e-commerce has been reducing its offline market share.In addition,as the market of the supermarket industry tends to be saturated,more and more domestic and foreign supermarket chains are sinking to expand the market,which brings huge impact to small and medium-sized supermarkets.There are a lot of small and medium supermarkets in our country.The retail industry has been confronted with a challenge in recent years: how to adjust to The Times and pursue growth amidst the intense competition.This paper,using K chain supermarket as an illustration,proposes the enhancement of marketing strategy countermeasures based on an analysis of the supermarket’s marketing status.Employing Porter’s Five Forces and SWOT models,K supermarket’s macro and micro environments are firstly analyzed to evaluate the internal benefits and drawbacks.The external environment’s prospects and dangers,as well.The questionnaire survey revealed the primary issues with K supermarket’s marketing,such as a lack of brand recognition,an absence of product price advantage,and the necessity to refine the online mini program.K supermarket’s positioning is made clear through market segmentation,utilizing the STP model,in order to counter the lack of professional staff and inadequate promotion and publicity,which is based on the 7Ps smarketing theory.This paper proposes a marketing strategy to be improved and safeguarded,which involves target market selection,positioning,and other techniques.By deeply analyzing the case of K supermarket,a small and medium-sized supermarket chain,this paper puts forward the marketing strategies that can be implemented by K supermarket under the background of new retail,and provides a feasible scheme for the transformation and upgrading of small and medium-sized supermarkets.In addition,this article has certain universality and pertinence,and can also provide new ideas and help for the transformation and upgrading of other traditional small and medium-sized supermarkets.