| Super market as a brand-new form of retailer arises and develops worldwide in the past several decades has completely changed the face of traditional retail business,and deeply affected people's purchasing practice and daily life. Modem Super markets are possessed with the following features:1) self-service,one-time payment operating form;2) with food and daily appliances as main products;3) certain level of operating scale;4) small profits but quick turnover;5) more and more chain store systems;6) modernized and scientific administration and operation. Nowadays,Super markets show some new trends,especially those in developed countries have taken on internationalized market strategy to expand overseas. Undoubtedly,competition in retail sector will become more and more severe. In this sense,China's super markets must lay emphasis on studying the theories and practice of marketing,and wisely use them in business to meet the challenges.Together with the progress of China's reform and opening-up,super markets emerged in China in the 1980's and were called "Self-serve Stores" then. However,because of limitations from economic and social structures,as well as others from material conditions,these "Self-serve Stores" did not succeed. As a result,the development of China's super markets also hit an all-time low. Not until the middle of 1990's,along with the continuous deepening of reforms and uplift of people's living standard,did China's super markets rise up again and entered a fast-growing period.In recent years,China's super markets have been developing quickly. A great number of large super markets,chain super markets kept spring up. The idea of franchising also began to popularize. All these contribute to making people's lives more convenient,pushing disintegration of old commercial systems,promoting reform of commerce and retail industry,and,during the process,benefiting customers' interests. However,different from other countries,China's super markets have their own developing conditions,on which the current status of China's super markets are based. Inevitably,there are some problems and shortcomings. For example,the operating scale is rather small,price is still comparatively high,management is yet to be standardized,and operational characteristics are not established,etc. These problems are deprived from both internal and external reasons. Among the internal reasons,operation and management are the most important factors. The core of modern super market management is marketing. As China's economy will continue to grow and reforms will be deeper,the best bet for China's super markets is to deepen the research and study on marketing theories and ideas,and to further develop,shape and at last come up with a new set of marketing strategies with Chinese characteristics.Facing with consumers who are becoming more and more mature,diversified and complicated,China's super markets should take "customer satisfaction" as top priority. For this reason,China's super markets have to make some adjustments on the current marketing strategies,including:1. Target market positioning strategies:make appropriate market positioning for the super market as a new form of retailer,and make appropriate market positioning for different kinds of super markets,for instance,the traditional food super markets should enlarge operation of fresh food;large super markets or hyper markets should expand in scales;warehouse super markets should adopt diversified market positioning strategies.2. Commodities mix strategies:1) commodities-mix should first reflex outstanding features of super markets;2) commodities-mix should be determined in accordance with market-positioning strategies;3) structure of commodities-mix should be optimized;4) develop self-owned brand commodities.3. Marketing service ideas:establish the idea of "Customer is above anything else". 1) customer is more boss than god;2) when China's super markets strengthen security,customers' interests should not be harmed.4. Sale promotion strategies:t... |
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