Research On Marketing Strategy Optimization Of Jiangxi Branch Of G-M Under The New Retail Mode

The term ntail was proposed by Jack Ma at the Yunqi Conference in October2016."The era of pure e-commerce is coming to an end.In the next ten or two decades,online,offline,and logistics must be combined in order to be The direction of new retail in the future." The new retail concept quickly attracted widespread attention and discussion.New retail has pointed out a new transformation and development direction for traditional retail and traditional e-commerce.New retail emphasizes the use of big data,cloud technology,etc.,with "people" as the core to achieve the integrated development of products,services,and channels,in order to better serve consumers.New retail is not a new business format,but a development strategy in a broader sense,which involves a change in the entire business model and business philosophy.In the context of the entire industry's transformation and upgrading,how the traditional retail industry takes new retail as a breakthrough and takes advantage of the trend,looking for development space and then achieving sustained profit growth is also imminent.This article uses GM Jiangxi Branch as the research case.Based on the research and ummary of new retail concepts,theoretical research status,and practical cases,it uses the literature research method,field research method,and case analysis method to thoroughly investigate the marketing of GM Jiangxi Branch.Strategy implementation status quo and existing problems,based on marketing theory and SWOT analysis,optimize the company's product strategy,price strategy,channel strategy and promotion strategy with new retail thinking.The research found that the marketing strategy of GM Jiangxi Branch has problems such as product homogeneity,low price dilemma,channel fragmentation and insufficient promotion innovation.At the same time,combined with the SWOT analysis method,it was found that although the company has external development opportunities supported by economy,technology and policies,it also faces fierce external competition and profit pressure.Although GM Jiangxi Branch has the advantages of brand and group unified management,it also faces This has the disadvantages of declining corporate profitsand insufficient promotion innovation.Based on the above research,this article uses marketing theory and,based on the positioning of the target market,the optimization of marketing strategies that incorporate new retail thinking,and proposes brand strategies,differentiated product layout strategies,new product release strategies,and after-sales services.Optimize product strategies such as strategies;through mergers and acquisitions,channel cooperation,and omnichannel integration strategies,while expanding product sales,realize the integration of online and offline channels,and optimize channel strategies;by implementing the same product price and different product price,Optimize the price strategy and build thematic activities,global marketing and public relations promotions,continuously improve brand awareness and marketing power,stimulate consumer shopping needs,get more benefits,and optimize promotion strategies and other suggestions.This article studies the marketing strategy optimization of GM Jiangxi Branch in the context of new retail.It meets the hot issues of the times and has certain innovation and theoretical and practical value.The proposed countermeasures will be helpful to promote GM Jiangxi Branch's transformation to new retail.For reference,it also has certain reference for the choice of marketing strategies when other regional branches of the retail industry operate in specific regions.