The Study On Native Supermarkets' Marketing Strategy And Tactic

The purpose of this study is to show the appropriate marketing strategy and tactic that can increase Chinese native supermarkets' profits. Based on the objective analysis of their external and internal competition environment, the STP theory, the 4C theory and the customer delivered value theory have been used into the native supermarkets' practical management in order to make the marketing strategy and tactic effective.Firstly, native supermarkets' external and internal competition environment has been examined with TOWS analysis that consists with the market-oriented conception. Secondly, based on the differential principle, we propose a marketing strategy— positioning, and develop the positioning strategy from two aspects: on the one hand, positioning the native supermarkets in the Chinese retailing industry, on the other hand, in the Chinese retailing market. According to the strategy decision theory and native supermarkets' actual situation, we show that native supermarkets should be located as Market Challengers or Market Nichers, and suggest native supermarkets that be located as Market Nichers making the Super Markets and the Convenience Stores in the community or country nichers. Using the STP theory, our results show the entire process that the Chinese retailing market which native supermarkets faced has been segmented, targeted, and positioned. The variables table of market segmentation has been constructed specially, according to Consumption Typology, Consumer Behavior, and the Values and Lifestyles System that has been developed by the Stanford Research Institute. Thirdly, we design an investigation questionnaire in terms of the variables table of market segmentation, and then investigate and analyze consumer needs in Tianjin. Finally, 4C principle has been used to set up a native supermarkets' marketing tactic, according to the idea that focuses on the consumer. The concrete steps about Customer needs and wants, Cost, Convenience, and Communication have been shown. We propose that native supermarkets' proprietors should reduce consumer's cost from four aspects, integrating customer delivered value theory.