Research On Promotion Strategy Optimization Of MLK Supermarket(Changchun Store)

Under the background of the current rapid economic development,the competition in retail industry intensifies,and the competitive advantage of marketing strategy has become the key factor to win the industry,among which the promotion strategy management is a crucial link.In the short term,successful promotion methods can not only attract new and old consumers and greatly improve the sales performance of supermarkets;in the long run,good promotion methods can improve the overall corporate image and win customer loyalty.At the end of 2019,due to the impact of the epidemic and the rapid development of online supermarkets,the sales of brick-and-mortar supermarkets were severely impacted.In this context,supermarkets have to rethink the promotion management strategy.MLK supermarket(Changchun)more in terms of sales promotion is to draw lessons from the successful experience of the domestic industry,the promotion of universality reused many times,but in the face of a wide variety of supermarket goods,promotions in essence have not changed much,in the long term,promotion cost increase gradually,consumes more of a large number of manpower material resources,sales have not improved significantly,the promotion was not effective.Based on the theory of "4P" marketing,promotion strategy and the marketing environment and so on as the theoretical basis,to MLK supermarket(Changchun)as the research object,this paper research background and significance,supermarket retail market in China to in-depth analysis of relevant research at home and abroad,on-the-spot investigation MLK supermarket(Changchun),and obtain the relevant information of this study,from the advertising,personnel promotion,sales promotion and public relations aspects of MLK supermarket(Changchun)promotion management analysis.From the supermarket macro marketing environment,the demand characteristic to the micro marketing environment and consumer promotions,etc.,points out that in the marketing of some of the opportunities and challenges faced by supermarket,combined with the actual situation,analysis of MLK supermarket(Changchun)advertising sales management strategy,sales promotion,personnel promotion and public relations promotion strategy present situation,points out the problems and their causes,promotion management in That is,the implementation of advertising strategy is not in place,the investment is not enough,the implementation process of sales promotion is not perfect,the promotion strategy model is outdated,the quality of promotional personnel is uneven,and the public relations system mechanism has not been established.In view of this,the corresponding promotion strategy optimization strategy is put forward: Strengthen investment,select diversified delivery channels,customize precise advertising content,make promotion plans and schemes,standardize and innovate promotion forms,expand the scope of membership promotion use,improve the work and business of promotional personnel,build a competitive salary mechanism,improve the assessment and evaluation mechanism,and improve the public relations system.Establish social crisis public relations mechanism and strengthen the negative information early warning system management.Finally,the paper is summarized,and the development trend of supermarket promotion management is expected.