Research On Marketing Tactics Of China's Supermarket

With the comprehensive opening of retail trade market in our country, the overseas large-scale supermarkets are seizing the domestic retail trade market in abundance. Facing the keen competition, how to act as circumstances permit and get the reasonable localization, and choose its competing strategy then to seek its own survival and developing opportunity in the crevice, are the urgent problems of our country's native supermarkets that need to been solved immediately at present.The purpose of the paper is to help the native supermarkets to develop and become stronger in the intense market competition, by putting forward some effective and operational strategies and tactics, and applying the modern marketing theories such as relationship marketing, through objectively analyzing the interior and exterior competing environment of our country's native supermarkets.The paper firstly utilized SWOT analysis method to analysis the interior superiority and inferiority, and the exterior opportunity and threat, then proposed strategic target of our country's native supermarket. And the marketing positioning strategy was the safeguard of realizing the total strategic goal, so the paper carried on the strategy research to formulate its own localization strategy and STP strategy of our country's native supermarkets.In the native supermarkets' self-localization strategy, the paper applied the competitors' classification idea of competing strategy decision, and combined all the competitors' strength, then position the stronger markets as marketing challenger, and position the weaker markets as marketing vacancy-filled. At the meantime, the paper used the STP strategy to describe the whole process and relative principles of segmenting and positioning strategy of native supermarkets, and constructed the market subdividing variable stable, and at last positioning the native supermarkets from the difference of production, culture and services, and providing the foundation to the marketing tactics.Based on the idea of the relationship marketing, the paper put forward the marketing tactics of our country's native supermarkets from the aspects of relationship of consumers, competitors, supplier, influencing agent. And at last the paper conducted the real diagnosis research to the "XueFu" road store of "ZhongYanghong" supermarkets.