Research On The Marketing Strategy Of The Xinlianhua Supermarket

China appeared in the supermarket chain in the 1990 s,followed by the rapid development of supermarket chains,especially after China’s accession to the WTO,large foreign supermarket chains began to enter the city,seize the market,squeezing the living space of China’s local supermarkets.In recent years,with the development of e-commerce,online supermarkets are surging,market share has multiplied over the years,creating a huge competitive pressure on physical supermarket chains.Facing the change of industry and strong competitors,it is urgent for local supermarket chains to adjust their marketing strategies in time.Taking Anhui new Lianhua chain supermarket as the research object,this paper studies its marketing strategy and implementation guarantee,which not only has important practical significance for the healthy and rapid development of the enterprise,but also has important reference significance for the local supermarket chain enterprises.This paper summarizes the research status at home and abroad in related fields,defines the concepts of chain operation,supermarkets,supermarket chains and so on,summarizes the relevant theories,analyzes the current marketing status of the new Lianhua supermarket chain through questionnaires and on-site interviews,and points out the enterprise in products,prices,promotions,channels,The problems existing in the strategy of service marketing and network marketing are as follows: insufficient product diversity,insufficient development of own brand,rigid pricing method,vague discount price,not in place for promotional promotion,single promotion products and methods,etc.,by analyzing the macroscopic environment,industry environment and internal conditions of the new Lianhua supermarket chain,This paper points out the advantages and disadvantages of the enterprise and the opportunities and challenges it faces.Aiming at four different business models of the living hall,Community convenience store,township store and rural franchise store of the new Lianhua supermarketchain,this paper analyzes its market segment,clarifies its target market,and puts forward the product positioning,service orientation,price orientation and Site selection location and promotion positioning,combined with the new Lianhua chain supermarket business model,respectively from the site selection,products,prices,supply chain management,promotion and other aspects of the strategy,including: Production alienation site selection,production and alienation product portfolio,free brand development,sub-pricing,membership card system,expand service areas,optimize the shopping environment,etc.,And puts forward the guarantee measures for the effective implementation of marketing strategy in the new Lianhua supermarket chain.