Research On Marketing Strategy Of CSF Large Community Commercial Enterprises In Beijing

China’s economic and social development and transformation,community business is becoming an important part of people’s life and business in China(especially in cities).Community not only undertakes the responsibility of promoting small-scale economic development,but also provides basic public services by combining with community culture,demand and other factors.With the improvement of residents’ consumption demand and the further development of small business circle consumption,community commercial physical stores relying on large communities to stabilize customer groups have broad development space.Community commercial physical store is one of the types of community commerce.Its development is based on the overall development of community business ecological environment.By analyzing Beijing’s macro environment and identifying stakeholders,it is found that community business has a large development space and a good external ecological environment,which is conducive to the healthy development of various formats such as community commercial stores and community group purchases.With the change of community business ecological environment and the emergence of various types of community businesses,the development factors and marketing strategies of community commercial physical stores have also changed.After identifying its main influencing factors "residents,commodities and scenes",it is found that consumers are the core of future marketing,so the marketing strategy around consumers’ discovery of community business has changed to "finding people by things".At the same time,by comparing the marketing mix of various formats of existing community businesses,we can find out the advantages of community commercial physical stores,create offline interactive experience scenes,and achieve the goal of providing quality services for community residents.CSF,as a state-owned enterprise that started community commercial stores earlier,has rich experience in community commercial operation.However,with the emergence of new formats such as community group buying,the marketing strategies and management methods it adopted have been impacted.By means of on-the-spot investigation and questionnaire survey,this paper analyzes the marketing strategy of commercial physical stores in CSF enterprise community from three aspects: enterprise basic situation,CSF enterprise behavior observation and consumer survey.It is found that although it puts forward the concepts of cross-border integration,thousands of stores,etc.,and at the same time,it has carried out marketing activities in goods and services to serve the community residents,but its service quality,goods placement and other aspects still have shortcomings.After analyzing and evaluating the marketing behavior of CSF enterprises,this paper puts forward the later development goals and measures.First of all,it is clear that its position is to provide high-quality services for community residents.Secondly,in view of the shortcomings of its marketing strategy,it puts forward corresponding improvement suggestions from the aspects of products,services,promotion means and so on.Finally,the guarantee measures of talents and technology needed in the implementation of marketing strategy are summarized to ensure the high-quality development of CSF business in community business.