Supermarket Marketing Strategy Analysis超市营销策略分析.doc

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1、Supermarket Marketing Strategy AnalysisClass Student Name Student Number AbstractThe supermarket has reached the final purpose of profit through the internal management control and external market analysis. In recent years, this model has obtained the full development, and has become Chinas commodit

2、y retail main composition form. In the same time, the competition has increased in the industry, supermarket has had to face many problems. It is worthy for discussion that how to ensure the survival and development of the supermarket.Key words: supermarket, marketing strategy, marketing innovationC

3、ontents1. Introduction12. Problems of Supermarket.13. Marketing Strategy2 3.1 Product Strategy.2 3.2 Price Strategy2 3.3 Promotion Strategy.34. Marketing Innovation4 4.1 Relationship Marketing4 4.2 Emotion Marketing.41. IntroductionSupermarket belongs to commodity retail trade that is a sales method

4、 regards self-service and centralized lump-sum payment as features. Supermarket is the product of commercial economy developing highly, dairy consumer goods as the main management kind like food, low cost, high turnover for features. Supermarket has been approved because of the reasonable price and

5、comprehensive advantages, and has become the commodity retail main composition form in the world.2. Problems of Supermarket2.1 The market fixed position has been not clear, the lack of management characteristic has led to consumer brand loyalty is not high. No clear market orientation, the variation

6、 is insufficient, sales of the products and the service are almost same, the target customer groups is not obvious, at the same time, consumer also cant feel enterprise special, making consumers cant form certain brand loyalty. On the other hand, the market also led to a homogeneity competition, mak

7、e supermarket enterprise hard to survive.2.2 Relationship marketing idea is short, so that cant make a good communication with consumers and suppliers, the logistics distribution system is weak. Most supermarkets have no idea of customer first implemented, cant and customer form good communication,

8、information to deliver a single direction, not very good for customer feedback and marketing activities stiff. On the other hand, the supermarket enterprise more and more will be passed on to the internal industry competition on suppliers, receive various kinds of cost, like the entrance fee and pro

9、motion fee. Payment terms are more for deferred payment. These behaviors affect each other relations of cooperation, serious directly causes the contradiction, suppliers in order to protect their own interests, usually use the mean of decreasing the quality of the products. In the long run, it will

10、form vicious circle, and go against the development of the supermarket.2.3 Ignoring the importance of service. On the surface, the customer customize shopping, self-service, there is no question of service marketing. Actually otherwise, the customer can be done smoothly independent shopping, concent

11、ration and settlement and showed a higher degree of satisfaction, and the supermarket meticulous service is not divided. The reasonable layout, the necessary shopping guide, timely replenishment, neat display and high effective and correct focus on settlement, there is a guarantee that the consumers

12、 shopping time, money self-help cost savings. The supermarket by providing delivery, consultation, maintenance services, to improve the added value of goods, so as to improve customer satisfaction.3. Marketing Strategy3.1 Product StrategyProducts are the base of supermarket on marketing activity. Th

13、e products which supermarket purchase should be good quality, low price and practical. 3.1.1 The choice of the product line should have wide breadth, moderate depth. Product should be variety, high coverage varieties to meet consumers shopping needs. Each product categories include under the single

14、product quantity big, style, all the more, brand, convenient for different levels of consumer choice. Meanwhile, product depth is too big, kinds too many, will increase the difficulty chooses the consumers, but also to the supermarket management. It can use the supermarket recommended strategy, choo

15、se the essential brands.3.1.2 Creating supermarkets own brand. Own brand is the product that supermarket understand consumers to a products property needs, like price, characteristic and function, expectations after a long time of marketing research, independent design and entrust manufacturers proc

16、essing manufacturing, registered brands, and in this supermarket marketing products. This product is word supermarket enterprise supervision of the production design, the quality, the price has assured, can increase the supermarket of the profit margins, and raise their awareness. On the other hand,

17、 their own brands has also played the role of balances brands, the success of Watson in their own brand experience shows that once formed their own brand after the system, strong immunity will suppress a line of the agents brand suppliers right.3.2 Price Strategy Foreign large supermarket pricing st

18、rategy can generally be divided into penetration pricing, market-skimming pricing and perceived-value pricing.3.2.1 Penetration Pricing The low price strategy, product price is higher than other supermarket low, Wal-Mart ”always low price” is used the method to lower prices strong offensive occupy t

19、he market, strengthen their own status. This method can achieve the effect to attract customers, special offer product of huge allure attract consumers into shops, buy special offer product colleagues buy other at original products. Increasing in sales has made up for the loss in the price.3.2.2 Mar

20、ket-skimming Pricing Pricing is higher, but the price will discount after period of time. This requires the supermarket in the early stage of the earnings of as much as possible. The high cost of goods can be brought to consumer of good quality, high class impression, often is the choice of high ear

21、ners. On the other hand, sales of products of the late discount, and will attract low levels of consumer.3.2.3 Perceived-value Pricing The pricing strategy is somewhere between the above two kinds of. The price of the product is moderate, and the expectation of customers price is identical. The pric

22、ing strategy feature is that the customer can get the assignment of limited value but acceptable. Most local supermarkets take the pricing strategy, customer satisfaction and supermarket profit is its basic characteristics.3.3 Promotion Strategy The supermarkets use advertising, sales promotion, pub

23、lic and personnel business promotion, four promotion methods mixed use to incentive and inducing consumers buying.3.3.1 AdvertisementsAdvertising is the common promotion strategy of many supermarkets, according to the promotions budget, can be in the supermarket before and after opening, the use of

24、newspapers and other outdoor advertising to targeted customers influential advertising. After the period of propaganda, advertisement key should be transferred to the low cost in the supermarket posters and mail advertising.3.3.2 Sales Promotion This strategy in the supermarket industry is not clear

25、, but it is also essential. The necessary in-residence personnel set can be convenient choice of consumer products, at the same time, the supermarket and customers have a communication, facilitate information exchange the two-way, know the customers consumption characteristics. On the other hand, th

26、e establishment drive people to a certain extent raise customer comfort, enhance the convenience, reduce the cost, to attract customers have certain effect.3.3.3 Public Promotion Especially convenience supermarket of location in residential area more, the appropriate public relations activities such

27、 as supermarket employee and the village residents sports game, local residents committees sponsored events, are well improve the supermarket image, increase the supermarket and the relationship between the village residents.3.3.4 Business Promotion Business promotion is the most commonly used super

28、market chain of promotion strategy. Commonly used business promotion means of main discounts, the profits to the outside valence prize and presenting sales, limited shopping and integral rebate. Business promotion can prompt consumers to fast, a large amount of purchase.4. Marketing Innovation4.1 Re

29、lationship Marketing The supermarket for relationship marketing, which is the marketing activities as a businesses and consumers, suppliers, government agencies and other public happen interaction process. Relationship marketing can make profit maximization, active adapt to the marketing environment

30、, and promote the enterprise image. The supermarket in the relationship with customers is the core of the supermarket relationship marketing. At the same time, the suppliers and the mutual reciprocity and mutual benefit cooperation relationship can make the supermarket for enterprise cost performanc

31、e. And the harmonious relationship between the rival, stable economic environment, and local government agencies support, bank capital loans for supermarket development of enterprise to provide convenience.4.2 Emotional Marketing Emotional marketing is a marketing method through the psychological an

32、d emotional communication exchange, and win the trust of consumers and preference, and expand the market share, get the competitive advantage. With the development of economy, custom behaviors have changed, which is from the custom of quantity to quality. Until now, buyers market has been coming, em

33、otional consumption has been in full swing. Todays consumers buying behavior has not only confined to the cold products and services, they hope to get more respect and, in the process, meet the demand of the realization of the self. In the supermarket in the enterprise to carry out consumer experien

34、ce activities, meet the individual needs of consumers, build sweet and comfortable shopping environment, strengthen communication, deal with consumer complaint way, build the supermarket personality and affinity, improve the supermarket enterprise brand loyalty. Reference:1Phlilp Kolter. Management MarketingM. Beijing, China Peoples University Press, 20012Han Guangjun. Supermarket MarketingM. Beijing, Capital University of Economics and Business Press, 2000, (7).3Gu Guojian. Supermarket Marketing ManagementM. Beijing, Shanghai Lixin University of Commerce Press, 2001.