| Since small and medium sized supermarket chains were introduced into China in 1990s, they have been developing rapidly and competing fiercely with each other. After the full opening of retail trade in 2004, foreign brands have opened new stores. Their leading management quality and expansion speed further squeezed the survival of the domestic capital supermarket. Facing keen competition and rapid changes in the domestic supermarket industry, it is a top priority for small and medium supermarkets to improve scientific and meticulous management level. And the introduction of IMC point of contact management to improve the management of small and medium supermarket is important.As a middle-income consumer-oriented small and medium sized supermarket, Liaocheng Marina Supermarkets Limited is a typical representative sample. Being based on the relevant contact point IMC management strategy, this paper unified IMC theory and the characteristics of the supermarket business, and take the authentic research on contact point management strategy of the Marina Supermarket Co., Ltd. This research analysis aims to fully grasp the contact points of supermarket brand information perception of various types of customers and select the key contacts points of small and medium supermarket. Furthermore, it deeply analyzes and discusses the IMC contact points management strategies of small and medium supermarket. I selected 6 chains of Liaocheng Marina supermarket as the survey sites and take customers and frontline employees as the basic subjects. Taking the methods of critical incident techniques and questionnaire to get research data and information, using SPSS13.0 software to collect data and deal with the data, and analyzing the same results by comparing the acceptance of key contact points of consumers to the ones of frontline staff, this paper draws the following conclusions: staff services, shopping, cheap, quality assurance, the environment and the goods on display are the key contact points in IMC contact points management of small and medium supermarket. They are most likely to influent customer buying behavior.This article being based on the empirical analysis puts forward the keys of contact points management of small and medium supermarkets It is to grasp the essence of Collaborative IMC. That is to focus on target conformity to condense the target core of paying attention to consumers. That is to focus on key points'conformity and planning and management of important contact points, and to focus on processing conformity to control the whole process of contact points'management. That is to work for resources conformity to realize the whole immersing of inside and outside resources. These efforts could help small and medium supermarkets to set a better image of unity and harmony and effectively improve their competitive power. |
