The Study Of The Marketing Strategy And Action Plan For Renrenle Commercial Chains Co.,Ltd.

As China has joined into WTO successfully, chain-store which is considered as an important manage form in retail mafket, has played a key part in today's market. Nowadays, many famous retail enterprise, such as Walmart, Carrefour have developed very fast in China, The competition in China's retail market is becoming more and more intensive. Facing the great impact from the foreign chain-store, the enterprise in China has developed step by step to change this passive situation. The writer chooses the research on marketing strategy and marketing tactic of Renrenle Commercial Chains Co., Ltd., in order to give more advice on China's chain-store ability of competing and lasting development.Be placed to be the 18thposition in China's 100 strong chain enterprises, Renrenle want to join in Chengdu even all the south-east of China. It faces the competition from Carrefour and Trust-mart, so how to work out the practical marketing strategy and tactic is becoming serious. This essay reviewed the background of the company, introduces the basic situation and competition of Renrenle, and it makes a clear analysis on marketing by applying modern marketing theory and methodology. The essay also focus on the analysis of the main competitors-Carrefour and Trust-mart, finds their strength and weakness. Then it confined the situation of SWOT, according to the process of STP, makes an accurate target market positioning. According to the CBD ( central businessdistrict ) and competition, it makes Renrenle's marketing strategy-the strategy of challenger, predicts and analyses the three stages and the key points while the strategy is carried out Then combining 4P tactic and the character of Renrenle, the writer also puts forward Renrenle marketing tactic and the key to carrying out it Finally, respective system has been simply discussed in the paper.In order to make the strategy serious and practical, the writer puts the theories and long-term practical of his own together. After considering the character of Renrenle and marketing conditions in Chengdu, the writer also brings forward the suggestion of the three marketing strategy stages which make sure that the marketing strategy can be carried out smoothly. It has been proved it is one of the most successful marketing strategy.