Research On The Marketing Strategy Of You Lin Convenience Store Under The New Retail Environment

Convenience store industry rapid development,in the event of a new retail wave,the original price for the King's concept has not kept pace with the development of the Times.Convenience store industry competition white-hot,online brand Many brands have joined the offline competition,the company's operation and development is a lot of uncertainty.Founded in 1913,You Lin Company has just entered China.It follows the consistent price for the king's business strategy,ignoring the benefits of customer value.Although the price is low and the quality is high,the development in China is hindered.At present,the company is facing a decline in operating performance,the existing marketing strategy obviously can not keep up with the requirements of development.Taking the Shanghai Branch of You Lin Company as an example,this paper systematically analyzes the marketing strategy of the company by combining the overall framework theory of 4C and the customer value,and mainly uses the external macro-environment analysis model of the PEST to identify the external operation risk of the company.In addition,the enterprise's internal resource condition is analyzed from three aspects.Then,the SWOT analysis method is used to select the most suitable marketing strategy of the company.In this paper,the 4C theory is extended to the whole marketing strategy development under the new retail environment.On the other hand,According to the structure of the company's organizational structure,the company will finally explore the construction of the perfect and effective management strategy of the convenience store industry.The development of a suitable management strategy in the new retail environment will help to reduce the operational risk of each link,guarantee the company's income,and promote the company's health and steady development.It provides a practical reference for the market operation strategy design of the whole industry,and at the same time,the theory of 4C is also tested,including the theory of customer demand value analysis and its overall framework and its application universality.