Research On Marketing Strategy Of JJY Chain Supermarket

The chain Supermarkets have been introduced into China since the 1990 s and developed more and more fast that competition is becoming severe. With China’s accession to the WTO in 2001, the higher open degree of Chinese market,the more foreign retails entered our country and Constant expansion makes the domestic retail market space suffered unprecedented extrusion. China’s retail market presents the intensified competition situation and so the challenge for the China’s domestic retail enterprises will be more serious. However, the advent of the era of Internet sales, further exacerbating the challenge. But at present,on one hand, our country local supermarket chain management level and operation scale is far less than the large retail enterprises at home and abroad.On the other hand, the marketing concept is also more the gap between domestic and foreign large-scale retail enterprises.JJY supermarket chains ranked as China’s top fifty retail chains for 8 years, is facing competition in the large supermarket chains such as RT-Mart, Jusco, ABBA, and many other supermarkets home and abroad. In this context,I choose JJY supermarket chain marketing strategy to be studied and in order to put forward the feasible marketing strategy and safeguard measures.To deal with the fierce competition at home and abroad, JJY supermarket chain kept healthy and orderly development train of thought and basis.The study be based on modern marketing theory and use the research method, theory with practice, analyzing JJY supermarket chain marketing environment. Therefore,be based on the analysis of the external environment of JJY supermarket chain and analyze the existing problems in the current marketing strategy.Against its existing problems, put forward in accordance with actual situation of six JJY supermarket chain marketing strategy, mainly and 4 ps the four corresponding marketing strategy (product strategy, price strategy, promotion strategy, channel strategy) service strategy and network marketing strategy. Meanwhile put forward to promote JJY supermarket chain marketing strategy implementation safeguard measures, concrete for strengthening enterprise management, strengthening marketing team building, strengthen enterprise culture construction, and strengthening the management of information system construction. Conclusions of this study, strategy implementation act as guidance and reference not only for the development of JJY supermarket chains, but also on the development of other local supermarket chains.