Internal food mainly refers to the traditional way of food processing and consumption. Chefs and diners are members of consumers' families. The kitchen for cooking and the place for eating are also at home, and the raw materials needed for cooking are purchased, but the whole process of food processing and consumption is completed at home.
Eating out mainly refers to eating out. The chef, kitchen and dining place are all outside the consumer's home. The whole processing and consumption are done outside the home, and diners have many combinations.
In recent years, Chinese food has become more and more popular. Its processors and processing sites are all done in factories or supermarkets outside the home. Processed products are generally semi-finished products, and consumers are mainly family members. Dining places can be at home or not.
Therefore, specialized fresh supermarkets should have more comprehensive categories of consumer goods to meet the various needs of consumers.
1. Mainly eat internal skills, 2. Wide coverage, 3. Clear classification; 4. Assist in eating out; 5. Building a supermarket kitchen project; 6. Vigorously promote Chinese food, 7. Expand the scale of supermarket industrialization; 8. Business scope of radiation products.
(II) Price Strategy Because the demand elasticity of fresh food consumption is small, it belongs to demand-oriented products with high consumption frequency, and its market positioning is at the low end. It is the most sensible price strategy to implement the pricing strategy of high quality, medium price or high quality and low price, so small profits but quick turnover should be the principle followed by fresh supermarkets.
Product price positioning should be flexible, mainly reflected in the pricing of split products and consolidated products.
According to different needs, fresh supermarkets are likely to carry out some operations to break the whole into parts, which will undoubtedly change some original data and complicate pricing.
Therefore, supermarkets should flexibly use effective calculation methods and make reasonable pricing, so as to have both competitiveness and objective profits.
(3) Promotion strategy The purpose of promotion is to inform information, persuade customers and remind them to take purchase actions. To achieve the purpose of promotion, we must choose the right time and place and use the right marketing mix strategy. First of all, we must make an in-depth analysis of the consumption behavior of our specific target consumer groups.
Fresh supermarkets can make full use of advertising, publicity and prize-winning activities to publicize their own advantages and guide customers' consumption while mastering the behavior of consumer groups.
1. Highlight the green marketing of fresh supermarkets with the theme of social responsibility; 2. Show price and variety advantages with strong emotion as the theme; 3. To enhance the image as the theme, close to life, publicity services; 4. Innovate the promotion mode by changing constantly.
(D) Channel Strategy As the sales link at the end of the fresh operation supply chain, fresh supermarkets have many problems from the upstream of the supply chain. If fresh goods are standardized to the maximum extent before entering the supermarket for sale, then the preservation operation will inevitably reduce many unnecessary losses and cost waste.
Through the analysis of the producers-origin markets-distribution wholesalers-retailers-consumers of fresh food circulation channels, we can find ways to optimize the construction of procurement channels and sales channels.
Due to the complexity of circulation channels, the increase of circulation cost and the fluctuation of transportation cost, some uncertain factors have increased business risks. Therefore, it is necessary to shorten and eliminate some traditional circulation links, establish a "company+farmers" production and marketing model, and directly incorporate farmers' production into the supermarket system.
At the same time, fresh supermarkets should analyze specific problems, fully consider and analyze target consumer groups, especially site selection and rational layout.
Taking developed cities as the construction center, we must adhere to two principles. First, we should rely on and learn from the layout of traditional farmers' markets and build fresh supermarkets near them. The second is to cooperate with the construction of residential areas and enter residential areas.
Verb (abbreviation of verb) Problems needing attention in the construction of fresh supermarkets With the improvement of people's consumption level and consumption concept, the chain operation of fresh supermarkets will surely become agricultural products.