Research On Marketing Dilemma And Coping Strategy Of D Supermarket Under The Background Of New Retail

Since the Internet entered China,its development has had a profound impact on our way of life and the way of business operation of enterprises.The development of big data,artificial intelligence,electronic payment and other advanced technologies has even upgraded and transformed the production,circulation and sales process of commodities.These emerging technologies are changing the original business structure and ecosystem.This new shopping model,which deeply integrates online service,offline experience and modern logistics,is called "new retail".The new retail model has brought a strong impact on the traditional retail industry,but also brought opportunities and challenges.The research object D supermarket selected in this paper is a traditional brick-and-mortar retail store.When D supermarket is confronted with the impact of the new retail model,its operation problems become more prominent and representative.In this paper,STP analysis and SWOT analysis are used to summarize the problems existing in enterprise operation and management from the aspects of enterprise positioning,internal and external environment,and enterprise's own advantages and disadvantages.At the same time,marketing theory and porter's five forces analysis theory are combined with enterprise operation data to systematically analyze the performance and causes of enterprise problems,so as to make the understanding of enterprise marketing dilemma more comprehensive and specific,and provide direction for solving current problems.This paper D supermarket its problems in the management and the status quo,combined with the development trend of the current era,the adjustment of the proposed based on the background of new retail enterprise strategy,in electric business platform,research and development independently shopping APP,the innovation of marketing mode and so on many strategies in order to explore to establish to meet the needs of the fusion of intelligent and networking online integration of the layout.This paper studies the marketing dilemma and countermeasures of D supermarket in the new retail background,which has certain pertinence and universal applicability.It is hoped that the research of this paper can provide some enlightenment for the future development direction of the supermarket retail industry and provide some experience for other similar enterprises.