Research On Hyper-competition Environment Marketing Strategy Of Fujian Longyan Milan Spring Discount Ltd

Since 2012, domestic and international economic situation has changed dramatically, from a macroeconomic perspective, the economic slowdown, the demographic dividend decline, raising the cost factor is the objective reality of the current economy, the retail chain at the end of the economy, the impact on from far and near, further increasing pressure on the retail business. Foreign retail giants in China has entered a phase of rapid expansion, further exacerbating China’s retail competition, the first is the supermarket chains. Compared with foreign domestic supermarket chains retail giant, in other resources, technology and management have a large gap, there is a low degree of economies of scale and standardization, management and technical means backward, limit the size of the administrative division system and other issues, often through reorganization, and other ways to expand the size of the joint to contend with large international supermarket chains. The face of complex and volatile market environment and the avalanche of domestic and foreign competitors, how to large supermarket chains in the competition pattern of China’s current-based, rooted in the local market to survive and seek greater development, to develop an appropriate marketing strategy is a priority.This article is based on the second and third tier cities, through the analysis of the local discount supermarket chains,Fujian Longyan milan spring discount Ltd. facing hyper-competitive environment, competitive advantages and disadvantages Analysis of local supermarket chain, contribute to the local supermarket chain to recognize its market position in which and management issues to provide the impetus for the development of local supermarket chain. This paper is divided into seven chapters to study the hyper-competitive environment marketing strategy Fujian Milan spring discount Limited, as follows: The first chapter mainly describes the background and significance of this paper, current research and commentary, research,research methods and technology roadmap; Chapter Ⅱ theories review, mainly on retail management theory, the theory of supermarket chains, corporate marketing strategy theory; Chapter III Milan spring discount hyper-competitive environment analysis, an overview of the Milan spring merchandising company development, analysis of Longyan City supermarket retailing hyper-competitive environment, specifically the impact of hyper-competitive environment of the Milan spring discount of; Chapter IV Milan spring merchandising company’s competitive strengths and weaknesses analysis, pointing out its advantages mainly in regional policy, local brands, stores and local products distribution, the disadvantage is mainly reflected in the organizational structure, brand image, human resources, planning and information technology capabilities can; Chapter V Fujian Milan spring merchandising company’s marketing strategy ideas, marketing concepts from remodeling, integrated marketing resources to develop target markets, remodeling service system, upgrading information technology in five areas proposed marketing strategy ideas of Milan spring; protection systems Chapter VI Fujian Milan spring merchandising company marketing strategy implementation, describes the optimization of the organizational structure, update the brand image and enhance the quality of human resources, to strengthen planning capacity and upgrading information technology safeguards five points; the last chapter of this thesis summarizes research and prospect.