Study Of Supermarket Chains Of Corporate Marketing Strategy And Tactics

China's economic growth, technical innovation and the expansion of consumer markel have transformed our country's retailing industry, from a marginal one in the national economic system, to a dominating industry. And the transformation has offered broad prospects of development to the industry.According to the commitment to WTO, China has eliminated the regional protection and the number limitation to the overseas retailing enterprises that will enter China. As a result, sizable foreign retailing conglomerates are seizing the possession of land through horse running-rapidly expanding market shares in China's retailing industry. China's retailing enterprises have to confront sharp competitions, of which the fiercest impact is imposed on supermarket operation.The large-scale overseas retailing conglomerates have absolute advantages over their China's counterparts in resources, technology and management know-how. By exploiting advanced management technique and taking the advantage of scale operation, overseas retailing enterprises have captured the bulk of market shares of China's supermarket chain-enterprises. Such enterprises can be easily operated through standardized management. The situation leaves domestic supermarket chains faced with a rigorous test. At a time of dancing with wolves-confronting keen competition and the complicated changing market environment, the businessmen of insight are seriously considering the issues of surviving and developing. This is also the common concern from the experts in the industry.On the basis of elaborating the history, present state and developing tendency of supermarket chains operation, both in China and abroad, the present author of the thesis has analyzed in detail the methodology of commercial enterprise marketing. She comprehensively expounded the opportunities and risks that will be brought to the Chinese retailing businessmen by the changing macro economic environment. Through analyzing the advantages and disadvantages of China's supermarket enterprises, she proposed some marketing policies and strategies for the supermarket chains of China, thereby gives references to their development.There are many different approaches to the study of theoretical issues or the realistic ones. Whatever technique to be adopted, a convincing conclusion should be reached for the guidance to business practice. Therefore, the thesis attempts to achieve the following purposes: l.The combination of theoretical study with authentic analysis. The thesis covers such subjects as retailing, enterprises strategy, experience marketing, event marketing, relation marketing and other theories and research techniques.2.The combination of systematic study and emphasized study. Commercial enterprise marketing is such a complex theoretical system that the present author cannot deal with every aspects and the study should be focused on the key issues.3.The thesis follows the logical order of question raising, theoretical analysis and problem solving. The research techniques are deduction, induction, comparison and data presentation and demonstration.