Abstract
Nowadays, facing large quantity and abundant supermarket trade and relevant industry, how do many supermarkets find one’s own living space in the keen competition market? The swift and violent development of supermarket floods the brand characteristic of supermarket. How do supermarkets represent own characteristic in the same trade which managing similar products, and form the unique brand image in consumer's mind, own itself customer group, open up the smooth way for future development of supermarkets? These are the questions that operators of supermarkets are thinking about.
How to build a unique supermarket brand and increase the trade volume simultaneously? The key to this question is applying an effective method of sales promotion. The definition of promotion for supermarkets is to apply various active promote way to attract customers and potential customers, which can simulate demands of purchasing and improving sales of different kinds of products in supermarkets. The promotion activities of supermarkets contain personal sales, advertising and other relevant activities, such as outdoors delivery, free park, discount, etc. And what is more important is to build characteristic of promotion.
This paper is to reveal the relations between characteristic promotion and supermarket brands as well as the practical application of characteristic promotion through the actual research towards supermarkets.
Key words:
Supermarket,The Individuality of Sales Promotion,Brand,Otherness
