The Marketing Research Of The Building Material Supermarket

With the development of economy and the improvement of people's living standard, the demand for building materials has been on the increase in quantity and more practical, aesthetic and fashionable in quality. Consequently, building material supermarkets have sprung up in great number. Theoretically, there still exist a lot of problems to be discussed and studied about special commodity supermarket. Generally speaking, household necessities always become the subject of the marketing theories of supermarket, which, however, need a careful consideration when applied to the study of special commodity supermarket. Nowadays, most marketing theories of supermarket have focused on household necessity supermarket rather than special commodity supermarket, leading to the scarce materials and theses on the study of special commodity supermarket. With the unique feather of special commodities, special commodity supermarket has a distinctive requirement in terms of customers, mode of marketing, layout of commodities and way of publicity. Therefore, on the one hand, it is of great significance in theoretical exploration to analyze the specialty of building material supermarket with the general marketing theories of household necessity supermarket. In addition, some more efficient modes and methods in running building material supermarket are supposed to be the positive result of this thesis, which, hopefully, serve as a model for other supermarkets dealing in special commodities in practice. So, on the other hand, it is also of vital importance in practice to make a study of building material supermarket.The thesis wholly falls into four parts except the part of research achievement.In the first part, the author conducts an analysis of marketing strategies in building material supermarket, which mainly include strategies of classification and components of commodities, covering the issues of classification and application of TOPS, fixing the price zone and price line, and the analysis of new operation scope of building material supermarket. Such analyses are carried out from the point of view of the consumers' attitudes towards life. In this part, the author makes lucid exposition of the article management in supermarket with the theories of price zone and price line.The second part deals with the application of VMD in building material supermarket. It mainly expounds on the content of VMD, the impression delivery of VMD and the relationship between the customer's purchase and VMD. It's an important means to avoid the trade competition by displaying the individuality and vitality of building material supermarket with VMD.The third part is about the role of POP advertisement in building material supermarket. In this part, the author tries to analyze the relationship between POP advertisement and instinctive purchase and the content of POP advertisement in building material supermarket. Being distinct in feature from the general commodities, it is usually hard to make clear to the customers the characteristic, advantage and maintenance of building materials on their own. So, POP advertisement plays a vital role as far as customers, operators and the trade competitors are concerned.The fourth part focuses on the analysis of supermarket eco-community and commercial assembly, which definitely have an impact on the sales of commodities in supermarket. The author holds that the sales in building material supermarket depend not only on the operating and management of commodities, but also on the commercial assembly surroundings inside and outside building material supermarket. Otherwise, the single commodity and trade in building material supermarket will surely hinder the marketing strategies and methods from giving their full play.