The Research On Marketing Strategy Of S Fresh Supermarket

With the giant retail enterprises poured into China,the competition between domestic retail enterprises had been more intensified.If the retail company wanted to stand out in the fierce competition of the marketing,the important approach is increasing the sales amount and promoting the competitive power.An effective marketing strategy can improve the sales amount of the company and enhance the whole competitiveness of the firm,to ensure the company develops in a sustainable and a healthy way.S Fresh Supermarket was founded in2009 and located in Tie Xi District of Shenyang.Through the past eight year's operation,it has a good reputation and numerous consumer groups.However,since the second half of2014,the sales amount of S Fresh Supermarket has declined significantly and the market share has decreased obviously.The weaknesses existed in the marketing process of the firm is the main reason which caused the bad performing.Accordingly,making an effective marketing strategy which can increase the sales amount and strengthen the power of the company is an urgent thing for S Fresh Supermarket.The thesis takes S Fresh Supermarket as the researching object.At first,it introduces the profile of the enterprise.It focuses on the existed problems which came from marketing activities of the firm and demonstrated them to find the reasons which caused the problems and analyzed the reasons in detail.Secondly,SWOT analysis method was applied to elaborate the marketing environment of the enterprise in detail.Then using STP marketing management theory to draw up market segmenting,market targeting and market positioning for S Fresh Supermarket's marketing management.Then using the marketing theory to integrate green self-brand strategy and promotion strategy together,while adds differentiation strategy in it to design the unique marketing combination strategies which have the characteristic of B+P+D and suitable for the S Fresh Supermarket.The aim is to raise the sales amount and increasing the marketing share of S Fresh Supermarket in order to enhance the strength of the company.At the end of the thesis,providing the measures to guarantee the combination strategies could be launched successfully.At the same time,the process of the analyzing of the S Fresh Supermarket and the combination strategies can be regarded as a reference on optimize the marketing strategy for other domestic retail enterprises.