| With the continuous development and growth of the retail industry in China, the retail industry in China has transformed from the traditional model of commodity-driven business gradually to the customer service-oriented new model; the innovation and diversity of marketing strategy has become a sustainable requirement and the inevitable choice of the retail business sustainable development. T. Y.Home supermarket is located in the center of the Huaxiang region of Tiexi District in Shenyang. There are many large enterprises, institutions and residential buildings surrounding the supermarket, such as Chengjian Garden residential area, Wanke residential area, and Shibote residential area. The supermarket is adjacent to the Shengjing3rd Hospital, Shenyang the4th secondary school and Shenyang15th secondary school. T.Y.Home supermarket is a large-scale comprehensive supermarket engaged in fresh agricultural products, daily necessities, and general merchandise. Although the supermarket has good location and large flow of customers with strong purchasing power, the surounding retail business enterprises such as Carrefour supermarket、Tesco supermarket、Yonghui Supermarket, and New-mart supermarket are strong competitors in the retail industry. How to improve profitability and gain a competitive advantage under intense competitionenvironment, are urgent problems of T.Y.Home supermarket that need to been solved immediately at present.This article takes Shenyang T.Y.Home supermarket as research object, analyzes T.Y.Home supermarket’s macro environment、 industry environment、market environment and the internal state including strength、weakness、opportunity and threat, illustrates the enterprise target market and market positioning, and finally according to the actual situation of the enterprise, provides T.Y.Home supermarket effective and operational marketing strategies、tactics and safeguard measures that can help T.Y.Home supermarket keep competitive advantage and make sustainable development. |
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