Supermarket Marketing Strategy Analysis 超市营销策略分析doc.doc

Supermarket Marketing Strategy Analysis Class Student Name Student Number Abstract The supermarket has reached the final purpose of profit through the internal management control and external market analysis. In recent years, this model has obtained the full development, and has become Chinas commodity retail main composition form. In the same time, the competition has increased in the industry, supermarket has had to face many problems. It is worthy for discussion that how to ensure the survival and development of the supermarket. Key words: supermarket, marketing strategy, marketing innovation Contents 1. Introduction……………………………………1 2. Problems of Supermarket……………………..1 3. Marketing Strategy……………………………2 3.1 Product Strategy….…………………….….2 3.2 Price Strategy………………………………2 3.3 Promotion Strategy………………….……..3 4. Marketing Innovation…………………………4 4.1 Relationship Marketing……………………4 4.2 Emotion Marketing…………………..…….4 Introduction Supermarket belongs to commodity retail trade that is a sales method regards self-service and centralized lump-sum payment as features. Supermarket is the product of commercial economy developing highly, dairy consumer goods as the main management kind like food, low cost, high turnover for features. Supermarket has been approved because of the reasonable price and comprehensive advantages, and has become the commodity retail main composition form in the world. Problems of Supermarket The market fixed position has been not clear, the lack of management characteristic has led to consumer brand loyalty is not high. No clear market orientation, the variation is insufficient, sales of the products and the service are almost same, the target customer groups is not obvious, at the same time, consumer also cant feel enterprise special, making consumers cant form certain brand loyalty. On the other hand, the market also led to a homogeneity competition, make supermarket enterprise hard to survive.