Research On Marketing Strategy Of Harbin Rt-mart Supermarket Under The New Retail Environment

With the rapid development of economy in the Internet era,people's life and material level have undergone qualitative changes.The scale of China's Internet industry is expanding and its influence is increasing.E-commerce annual turnover has become a major growth point in the national economy.In the fierce market competition environment,for traditional retailers,the development of e-commerce is also facing the problem of corporate culture change,in the face of complex forms,many brick-and-mortar retail enterprises began to seek transformation,the competition strategy needs to be redesigned.With the increasingly fierce competition in the retail market and the arrival of the new retail era,large supermarket chains in Harbin are also faced with fierce competition.In order to improve their competitiveness,the managers of the supermarket industry pay more and more attention to the rational use of marketing strategies.Since the opening of rt-mart in Harbin,rt-mart has seized a large share of the retail market in Harbin.At present,the promotion price,promotion form and management strategy of traditional supermarket chains are basically the same.Faced with the arrival of the new retail era,rt-mart supermarket takes the road of sustainable development,so it is urgent to develop marketing strategies in line with rt-mart's own conditions,and get rid of the dilemma of similar marketing strategies with its competitors.Taking Harbin rt-mart xiangfang store as the research object,this paper firstly introduces rt-mart supermarket's corporate culture,marketing status and measures under the new retail environment.Secondly,analyze rt-mart's external marketing environment,political and legal environment,economic environment,social environment,scientific and technological environment,including the competitors.SWOT analysis was used to analyze the overall operation of rt-mart.STP analysis was used to segment the surrounding market,select the target market in line with the strategic direction of the enterprise,and finally make market positioning.Meanwhile,4P theory was used to formulate specific marketing strategies from product,price,channel and promotion.From theorganizational structure,management system and corporate culture to ensure the implementation of rt-mart supermarket marketing strategy.Hope to play a guiding role in the development of the company,so that the company in the commercial competition to obtain advantages.