Study On Consumer Behavior And Promotion Strategy Of Yonghui Superstores

Along with the development of market economy and promoting of people's living standard in our country, supermarket shopping has become an indispensable part of people's life. Thus, the supermarket enterprise is facing a huge potential market demand in our country. As an important mean and method in the supermarket business, promotion has got an increasing frequency of use in supermarket. In the real world, people always exposure to a variety of marketing stimuli designed and implemented by the supermarket, such as price, product, packaging, advertising and promotions, variety of novel and attractive promotional activities have a major impact on consumer buying from psychological to behavior. In fact, some supermarkets'promotional activities are not as good as what manager hope they will be, the reasons are manifold, one important point of them is that the supermarket manager have difficult to accurately analyze consumer buying behavior and select pointed marketing strategy.This paper take Yonghui Superstores as the research object, comprehensively apply various consumer behavior theory, use the questionnaire survey and the experimental method to explore promotional strategy choice of supermarkets for different consumer behavior, thus enhance its promotion effectiveness. By studying various factors that affect the effectiveness of promotional activities, will facilitate to provide guidance for supermarket in-depth understanding and mastery of the impact of promotions on consumers, play a key role in the supermarket marketing management system, and provide a direct support for supermarkets'marketing mode and service management system, so as to improve competitive strengths and profits.