Abstract
With the development of the times, the retail industry plays a very important role
in today's society, and has an inseparable relationship with the development and
recession of the national economy. Since modern times, the development of China's
retail industry has made great progress, especially in the chain supermarket industry.
As the representative of the retail industry, supermarket chain entered China in the
1990s and developed very fast, but at the same time, it is also facing fierce
competition. Especially in recent years, with the rise of the emerging network, online
shopping is becoming more and more common, more and more people are shopping
online, which has a great impact on the traditional physical sales industry, and
supermarket chains are also facing great challenges. In the increasingly fierce
competitive environment, it is a very important issue for every supermarket chain that
how to adjust its development strategy according to the changes of the market
environment in order to improve its competitiveness.
Jinlaifu chain supermarket, as an enterprise with strong regional influence and
small audience in Yunfu area, this paper analyzes the existing problems of its
marketing strategies (product strategy, price strategy, channel strategy and promotion
strategy) and puts forward countermeasures. For example, in view of the unreasonable
display of its product mix in terms of product strategy, it puts forward the right to
optimize the display of product mix In view of the single pricing strategy in terms of
its price strategy, this paper puts forward different pricing strategies for different
products, puts forward countermeasures to standardize the location of branch
supermarkets in terms of the blind location of branch stores in terms of its channel
strategy, and puts forward countermeasures to carry out price type and non price type
promotions in terms of the single promotion means in terms of its promotion strategy
Countermeasures. I hope to find some marketing strategies suitable for its
development to cope with its small scale, poor competitiveness and weak resource
control as a small and medium-sized chain supermarket, so as to improve its
