Research On Promotion Strategies Of YH GMS

Since the new millennium,with the booming of market economy and the development of people's life standard,shopping in supermarket has become an indispensible part of daily life.As a result,competition between supermarkets is becoming increasingly fierce.As a local general merchandise store,YH GMS was established in 2001.After a decade of rapid development,it successfully became a listed company in 2010 and has been among the top 100 chain enterprises in China in 2016.Its success has a lot to do with its extensive and frequent promotions.But in recent years,it encountered a bottleneck in the promotion.As YH GMS often follow the experience of foreign supermarkets,using similar promotional methods repeatedly,that is,changeless promotion method were used in a variety of merchandise.With ever higher promotional costs on man power and material resources,YH GMS sales have not increased simultaneously.The promotion fails to meet the need.In order to make the promotion more targeted and creative,so as to help YH GMS's marketing strategy becoming scientific and effective,this article first reviews the previous literature,summarizes the theoretical results of promotion-related consumer's behavior and compares relative effectiveness of promotion methods.By summing the results of previous people,focusing on the deficiency of Chinese supermarket promotion method,this article focus on the unique study of the problem--aiming at the characteristics of the commodity itself,classifying the consumer according to their buying behavior,and proposing that YH GMS should choose promotion methods accordingly.By using questionnaires and interviews and other methods,together with empirical analysis,the article comes to following conclusions:there is a certain correlation between the effect of the promotion on the purchase intention of the consumers and their purchase behavior;for habitual purchasers,special offer is the most effective way to promote;for diversified buyers,gift and special package are the most effective way;for complex purchaser,gift promotion is the most effective method.At the same time,the interview also finds the problem in the promotion process of YH GMS:poor timing in promotion,half-hearted evaluation,non-standardized promotional price system,lacking of price analysis from the point of product and consumer behavior,underdeveloped promotional staff.So this article presents the strategies to enhance the promotion effect of YH GMS based on the above empirical results:developing promotion management accordingly,strengthening the promotion effect evaluation from comprehensive perspectives;standardizing the price to achieve integrity promotion,carrying out consumer-oriented promotional activities,and enhancing the quality of promotional staff and their skills.