Marketing Strategy Research Of Y Group Hypermarket

With the rapid development of China's retailing, international business giants have all made their steps into china. As a result, our country's retailing industry have to confront global impacts and challenges. DaLian local hypermarkets also faces either development or elimination in the bitter competitions. Therefore, it is imminent research topic that how hypermarkets break through in the competition to formulate development strategem and innovative marketing strategy to promote their core competence.The research background is the large supermarket chain of Y Group. Based on the systematical analysis of internal and external marketing circumstance, this dissertation search out not only the questions existing inside the enterprise but also their potential market opportunities, and defines the market position of corporation. The practical and operable marketing strategem is formulated by the means of applying the basic theories of marketing management and strategic management.This paper firstly introduces the background of the topic choosing, explains the purpose and significance and research methods.Secondly, by using the analysis of marketing environment and analytical skills SWOT, according to company management tenet and strategic target, the thesis concludes the marketing strategy:diversification strategy for large-scale comprehensive supermarket and enter the type of operastion of upscale-market. Once again, it concludes the market positioning and the marketing mix tactics in terms of the STP analysis. Finally, the thesis expounds effective and feasible strategic supporting measures.Integrating theory with practice, the thesis point out the company's direction of foothold and development. It has practical significance for profitability, market share and sustainable development of the corporation. At the same time, it has reference value for strategic decision of similar enterprises. We should make timely adjustments to its implementation in accordance with the ever-changing market environment.