山东银座汶上店促销策略研究

AbstractWith the improvement of people's living standards,supermarket shopping hasgradually occupied an important position in people's life.Supermarkets in China arefacing huge potential market demand and competitive pressure.Promotion hasbecome an important means of competition among supermarkets.This paper takesthe case of Shandong yinzuo wenshang store as the research object,and uses themethods of questionnaire and interview to investigate and analyze the problemsexisting in the promotion strategy of Shandong yinzuo wenshang store.it is found thatthe supermarket has the problems of single promotion product combination,highprice of promotion products,lack of honesty awareness,single promotion method,low brand awareness of supermarket,low quality of promotion personnel,etc.then itputs forward to pay attention to market segmentation,establish diversified producttypes,adjust pricing strategy,etc.The countermeasures of enhancing honestyawareness,innovating promotion methods,strengthening the brand marketingconstruction of supermarkets,and improving the professionalism of the promotionteam urge Shandong yinzuo wenshang store to use appropriate promotion methods inthe fierce market competition to enhance the competitiveness and profitability ofsupermarkets,to achieve stable sales targets,and at the same time to have referentialsignificance for related shopping malls.Keywords:Promotion strategy:Promotion methods:Shandong yinzuo wenshangstore