Ole' Boutique Supermarket Marketing Management Research

The deterioration of the environment and increasingly serious food safety problem make consumers pay more attention to healthy eating.In the early 21 st century,retail industry which is closely linked with people's daily life appeared new segments of the market,the premium end supermarkets conform to the trend.In 1995,first boutique supermarket Jenny Lou's in Beijing opened,China officially entered the boutique supermarket;In 2004,the Vanguard in the Mixc city welcomed the Ole ' supermarket opened for the first time,This marks a boutique supermarket into the rising stage of development,China in a milestone in the development of high-quality goods the supermarket.Today,As the high-end market in the retail industry,boutique supermarkets face the breakthrough point that is more than the traditional super existence competitive pressure,its own specific consumer groups,high commodity prices,expensive rent,renovation and maintenance costs make the pressure in the industry doubled.How to occupy the dominant position of the market in such a competitive environment.Marketing planning is the key factor to brand in the decision.Under this background,this article through the Ole'boutique supermarket in Zhengzhou city of Vientiane store employees,customer pumping visit investigation,and My work experience in the company,using the related theory of the "management of service marketing triangle model" and "pyramid model",researching the status of the company's service marketing management,finds the company's problems in external marketing,internal marketing and interactive marketing;analysis and research on the causes of the problems;gives solutions for reference that combined with the theory of knowledge and social practice.This paper is divided into five parts,the first part shows the theoretical and practical significance of research combined home and abroad;the second part focuses on “ the management of service marketing triangle model ”,“Pyramid service marketing model ”and describs the theoretical basis of the study;the third part,through the integrated use of questionnaire survey,staff discussion,telephone visit,accompanied shopping and other forms investigations,analyses service marketing management situation of Ole' boutique supermarket in Zhengzhou Vientiane City and gradually find external?internal and interactive marketing problems from the current situation and reasons of them;the fourth part,combined with theoretical analysis,the research results and the actual situation of the company,respectively,gives the corresponding solutions;the fifth part is the writing of research process and conclusion of the node,and the total Node.