Research On The Marketing Mix Strategy Of Yingkou Vanguard (Tesco) Supermarket

Despite of the slow growth of supermarket retail, business in the form of hypermarket is still a hot spot of consumption in three-tier or four-tier cities such as Yingkou. However,although there exist hypermarkets like RT-MART, XingLong supermarket, New Mart,YongHui supermarket and so on, they are competing fiercely with serious overlap in their trading area. Vanguard(TESCO) supermarket was established by the British TESCO and Vanguard ’s joint venture company in May 29, 2014, which is the national retail brand and international standards, to achieve leapfrog development an important step. Relying on the capital integration and the advantages of vanguard group, arming enterprises with advanced strategic marketing thinking, YingKou Vanguard(TESCO) won its place in the fierce competition, raising the business performance and gaining the recognition from local consumers.Based on the theory of marketing theory and supermarket marketing related theory,this paper analyzes the macro environment, meso environment and micro environment of Vanguard(TESCO) supermarket in Yingkou. And then use the SWOT analysis method to analyze the advantages, disadvantages, opportunities and threats of the supermarket.On this basis, the use of STP marketing planning model for the market positioning and this is based on the commodity, price, promotion, service marketing, mobile internet marketing five aspects of the development of Vanguard(TESCO) supermarket marketing strategy,and finally from the concept, management, capital and cultural four aspects of Yingkou Vanguard(TESCO) supermarket marketing strategy implementation of the protection measures. The research results of this paper have some reference value and reference value for the development of Yingkou Vanguard(TESCO) supermarket.This paper is based on the traditional marketing combination strategy 4P theory, and the new field of marketing combination strategy is discussed, in the traditional marketing methods and mobile internet marketing combination of integrated solutions. Want to help the supermarket to improve profitability and market share and sustainable development.