| Emergence of the Internet, e-business, destined to promote the evolution of retail formats and change. In recent years, with the vigorous development of B2C e-commerce, online supermarkets in the retail industry’s position are rising. Then the chain supermarket that is in an important position in a traditional retail will how to deal with e-commerce development trend? Currently, some traditional entity supermarkets have realized that the rapid development of e-commerce will have an impact on traditional retail industry. They have some ideas of operating an online supermarket, but they do not know how to start. This paper analyzes the possibility of F Co. to enter the online supermarket and specific methods on the basis of the development status and characteristics of online supermarket, the environment and the basic operating conditions.Text is divided into six parts. Chapter1is the introduction. It introduces the study background, research significance, main content and structure. Chapter2is the relevant Overview of online supermarket. It begins with the concept and the model of e-commerce. It summarizes the definition, types, characteristics and development status of online supermarket, and analyzes the development trend of online supermarket. Chapter3is the marketing environment analysis of F Co. to open a online supermarket. After the studying of business profile and marketing external environment in F Co., it takes the SWOT analysis method to deeply analyze competitive situation of F Co. to set up a online supermarket. Chapter4is the market research and analysis of results about F Co. to open an online supermarket in Leshan. Chapter5is the marketing strategy analys of F Co. to open an online supermarket in Leshan. Based on the market research, this chapter subdivides the Leshan online shopping market, and offers market positioning of F Co. setting up online supermarket, points out that it should first take intensive single market strategy, dense in the college and university students’market, open a Campus Online Supermarket. This will be the first step of F Co. to enter into the whole online supermarket in Leshan. Chapter6is the marketing tactics analysis about F Co.to open the campus online supermarket. Based on the comprehensive analysis of the existing problems of existing campus online supermarket in the management, and the conditions and the target of F Co. to open campus online supermarket,this chapter determined the marketing target of campus online supermarket, and in the light of the target,puts forward the corresponding marketing strategy from product, price, Channel, promotion and customer satisfaction. |
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