Research On The Marketing Strategy Of Qianbaihui Rural Community Supermarket In Weifang City

With the development of the society and the innovation of science and technology,residents'lifestyles have also undergone new changes.As the result,the form of the retail industry is also constantly changing.The emergence of e-commerce companies in the early twentieth century has also changed the way the residents consume,what's more,the development of Wechat business(??)also provided consumers with a more diverse shopping platform.The development of the online retail industry has brought a certain impact to the offline retail industry,while at the same time,it also provides new marketing ideas for offline retail stores.However,for the rural communities,there is still a lot of room for the development of rural community supermarkets,because the consumers'age and lifestyle habits has dramatically changed.Qianbaihui Rural Community Supermarket(?????)analyzed the characteristics of rural residents in order to provide them with better shopping experience.Through the analysis of the marketing situation of qianbaihui rural community supermarket,this paper finds out the problems in the operation of qianbaihui community supermarket and the space for improvement.First of all,through the analysis of the basic situation of Qianbaihui rural community supermarkets,based on the 4P marketing theory,I analyzed some problems in the operation process.Then,through the brief analysis of the macro background of Qianbaihui rural community supermarkets,the Porter's five-force model is used in the analyzing process.Then I use the STP theory to analyze the specific market segmentation of Qianbaihui rural community supermarkets and the targeting consumers to find the basic strategy for Qianbaihui rural community supermarkets.Furthermore,the SWOT analysis method has been used to analyze the internal advantages and disadvantages of Qianbaihui community supermarket and the external opportunities and challenges.Through the above analysis,I made a summary and promotion suggestions on the marketing strategy of Qianbaihui rural community supermarkets.The research results of this paper show that through the operation strategy of precise market positioning,the rural community supermarket can also find the basis for its foothold and development.The practice of qianbaihui rural community supermarket has certain reference significance for the development of this kind of rural community supermarket.