Study On The Marketing Competitiveness Of Multi-Format Developed Regional Retail Enterprises

With the development of Chinese market economy getting more mature, and competitive position and competitiveness in the international market continuing improved, while local regional retail companies in the fast-growing, is also facing more complicated and severe test of market competition. Based on this, only by fully deepening location advantage and giving full play of the formats interoperability and marketing integration capabilities through developing multiple formats, could regional retail enterprises gradually form a strong regional marketing competitiveness, thereby increasing overall core competition capacity of enterprises, so as to ensure their continued development and expansion. At present, domestic and foreign retail giants in Chinese retail market is enhancing their marketing competitiveness and level through integrating enterprise’s resources to increase market concentration and further penetrating into regional markets to strengthen their competitive advantages. However, the existing general marketing competitive evaluation system can no longer meet the needs that regional retail enterprises fully reflect the formats interoperability status and development of unique characteristics, and the study on marketing competitiveness about the force in formats interoperability and marketing integration of multi-format developed regional retail enterprises do not go far enough. Thus, the construction of scientific marketing competitiveness evaluation system becomes especially important.This study takes marketing theory and competitive marketing theory as a guide, combined with comprehensive marketing and competitive marketing theory framework to analyze the competition situation about Chinese multi-format developed regional retail enterprises, and has a general analysis of the marketing competitiveness of multi-format developed regional retail enterprises. By the constitute elements affecting their marketing competitiveness such as marketing knowledge, marketing environment, marketing resources, marketing capability and marketing performance, build a evaluation system of multi-format developed regional retail enterprises. According to the typical empirical research on Weibai Group, find out the shortages of the enterprise in the aspect of cultivating and improving the marketing competitiveness by using the AHP method, thus put forward customized optimization recommendations and promotion programs of marketing competitiveness.