OPTIMIZING MARKETING STRATEGIES IN THE NEW RETAIL ERA: A CASE STUDY OF W COMPREHENSIVE SUPERMARKET
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Abstract
This research article aims to: This paper aims to: 1) study the current marketing problems faced by W Supermarket in Changsha County, China; 2) analyze the current marketing situation of W Supermarket based on the 4V marketing mix theory (differentiation, multi-functionality, value, and resonance); 3) propose marketing optimization strategies suitable for W Supermarket in the new retail era. This study employs a mixed research method, collecting quantitative data from 273 consumers and qualitative data from 16 managers and frontline employees. Quantitative data were analyzed using descriptive statistics, reliability and validity testing, correlation analysis, and regression analysis, while qualitative data, based on operational information, were analyzed using thematic analysis and triangulation.
The results show that:W Supermarket performs well in terms of product quality, price competitiveness, and basic customer resonance, indicating that it has established a certain market foundation and customer recognition in Changsha County.W Supermarket still has some weaknesses in marketing, especially in online platform utilization, functional flexibility, value added services, and brand value creation, which limits its competitiveness under the new retail transformation trend.
The 4V marketing mix theory can effectively identify the key marketing problems of W Supermarket and provide a practical framework for its optimization. Therefore, W Supermarket should transform from a traditional transactionoriented model to a consumer centric new retail model by strengthening differentiation, enhancing online-offline integration, improving value added services, and deepening emotional resonance with consumers.
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