| Rapidly developing e-commerce platforms in recent years,online fresh food sales have had a tremendous effect on physical stores.Changchun Renhe fresh supermarket chain has not kept up with the rapid development of its management and marketing capabilities in recent years due to its rapid expansion.Under the dual pressure of online and offline,Changchun Renhe fresh supermarket chain has had to change its marketing strategy.This thesis focuses on Changchun Renhe Fresh Supermarket Chain as its primary research object,and examines it through four chapters.To begin,the research background of the thesis is outlined,followed by literature analysis,interviews,and questionnaires.Subsequent to the examination of domestic and international literature,the PEST analysis is employed to investigate the external and internal environment of the supermarket.Utilizing the SWOT analysis technique,a SWOT analysis matrix was constructed.Subsequently,by analyzing and summarizing the marketing issues of the fruit and vegetable items of the supermarket,its target market was identified,the7 P theory was applied to construct a marketing mix strategy that was in line with the supermarket,and finally,implementation safeguards and summaries were formulated.The first introductory chapter aims to delve into the background and significance of the study of fruit and vegetable products in Changchun Renhe fresh produce supermarket chain and its research methodology through three methods,including literature analysis,interviews and questionnaires,in order to identify the research theme and research direction of this paper.It also describes the practical significance of this research.Through the collection of foreign and domestic related literature,the origins and development of foreign theories on fresh produce and the development of the western retail industry are described.Guided by foreign theories,domestic insights into new retail marketing theories are also provided,laying a strong theoretical foundation for the subsequent research of Renhe Supermarket.In Chapter2,we investigate and analyse the current marketing situation and the problems that have arisen in the marketing of fruit and vegetable products in Renhe fresh produce supermarket chain.This section focuses on the basic situation and problems of the Renhe fresh produce supermarket chain.The third chapter uses PEST analysis to analyse the macro-environment and micro-environment of the fruit and vegetable products of the Changchun Renhe fresh produce supermarket chain.A SWOT matrix is established by looking at the supermarket’s strengths and weaknesses and the external opportunities and threats it faces.Chapter 4 will focus on the development of effective safeguards for the Changchun Renhe fresh produce supermarket chain to make its marketing strategy successful.The 7Ptheory is employed to create a marketing strategy amalgamation,taking into consideration the supermarket’s target market positioning from the preceding chapters.To realize the aforementioned strategies,it is essential to enhance the quality of sales personnel,set up a marketing remuneration and incentive system,reduce expenses,and optimize the company’s management structure.The article concludes with a summary of the whole paper. |
