Backgammon Supermarket Chains Limited Marketing Strategy Research

As the rapid development of domestic interlocked supermarket, it becomes more and more necessary to take a study on strategies of management and sale in supermarket enterprises. And this thesis makes a positive study on companies' strategies of management and sale taking BuBuGao Interlocked Supermarket Co. Ltd. in Hunan for an example.The preface expounds the essentiality and feasibility of study as well its purpose, significance, meanwhile, it concludes its study situation in both foreign and domestic in chapter 1.In chapter 2, it focuses on interlocked supermarket and its creed of strategies of management and sale. In this chapter, it mainly analyzes the birth and developmental process of interlocked supermarket. Meanwhile, it discourses its native developmental situation and tendency as well its characteristics in management and sale. Furthermore, it investigates the theories of strategies of market orientation, market competition and market enlargement in interlocked supermarket.In chapter 3, it discusses the environment of management and sale of BuBuGao Interlocked Supermarket Co. Ltd., in which it firstly illustrates its survey and developmental history, and secondly, assays its macroscopic environment, profession environment and inner conditions. Besides, it explores the strategies of SO, WO, ST,WT in this corporation with the help of SWOT analysis system.In chapter 4, it makes some choice on the strategies of management and sale in this supermarket. First, it comments its present strategies, and then suggests its directorial thinking and goal in the strategies of management and sale under its task and general goal of management and sale. Moreover, it suggests of market orientation, market competition and market enlargement on basis of strategies theories of interlocked supermarket.Chapter 5 illustrates the strategies operation and control in the BuBuGao Interlocked Supermarket Co. Ltd.. Meantime, it raises a set of measures for operation and control to assure smooth operation of these strategies.The part of conclusion makes a general summary to the former research.