Research On The Brand Development Strategy Of M Supermarket

In 2015,President Xi Jinping proposed "supply-side structural reform" to moderately expand aggregate demand,improve the quality and efficiency of the supply system,and enhance the momentum of sustained economic growth.Subsequently,the General Office of the State Council put forward opinions on further releasing consumption potential and promoting the continuous recovery of consumption.Under the background of major changes in the mode of economic growth,the state has proposed a series of relevant policies to promote the development of retail and other related industries to meet the people’s growing yearning for a better life.Under this situation,this paper takes M Chain Supermarket Co.,Ltd.,a representative enterprise of local retail chain stores in Shanxi,as the research object,conducts research and demonstration on the problems that have emerged in the brand development process for many years,and draws the brand development that needs to be adopted strategy.In the discussion of the whole article,this article clarifies the SWOT situation analysis method adopted in the strategic analysis framework,and uses the SWOT analysis matrix to conduct a cross-analysis on the opportunities and threats faced by the M-business super chain overall brand,as well as its own advantages and disadvantages.Through the survey questionnaire A designed in GB/T 39071-2020 "Guidelines for Consumer Perception Measurement of Brand Evaluation",the brand image of M Supermarket is evaluated based on its popularity,awareness,reputation and loyalty.Based on more than ten years of understanding of the chain stores and supermarkets industry and valuable opinions from peers,this paper designs a survey questionnaire B,covering basic population statistics,awareness,reputation,loyalty,usage of the "M Daojia" applet,and private brands.From the perspective of purchase,it analyzes the completeness of product categories,product prices,product freshness and the degree of acceptance and preference of consumers for private label products in M Supermarket physical stores.Finally,through the above research and analysis,it is concluded that the M-business super-franchise system should adopt strategies in terms of brand development.The conclusion drawn in this paper: the performance of the basic indicators of the M supermarket brand needs to be improved and strengthened.M Supermarket Group does not have a clear understanding of the demand positioning of consumer groups.The ability to build its own brand is weak and the customer acceptance of existing self-owned brand products is low.The delivery capacity of online orders needs to be further strengthened.The product structure is relatively old and has not been updated in time.Commodity pricing is too high and the freshness of commodities needs to be guaranteed.It is concluded that the development of M-merchant super-chain brands can adopt three strategies: 1.Strengthen the selection and development of private brands,establish a marketing system for private brands,and promote the construction of membership systems for private brands.2.Build and strengthen the brand communication of physical stores,pay attention to the update of small program product categories and develop new needs,create local life in the same city,and create and optimize its own unique mobile media communication strategy.3.The M-commerce super chain system can adopt multiple brand development strategies for products and multiple development strategies for the business sector,respectively capture different consumption circles,meet the increasingly scattered consumption needs of consumers,and strive for the future development space of the M-commerce super brand.