4.2.3 Strong demand of students13

      4.2.4 Flexible payment methods.14   

   4.3 Weakness of educational supermarket14

      4.3.1 Limited variety of goods14

      4.3.2 Unreasonable pricing.14

      4.3.3 Lacking of high efficiency and high level of management15

      4.3.4 Weak service awareness of educational supermarket.15

   4.4 The opportunities of educational supermarket16

      4.4.1 Expansion of the consumer population16

      4.4.2 Increasing spending power of students16

      4.4.3 Exploration of promotion means.17

   4.5 The threats of educational supermarket17

      4.5.1 Fierce competition.17

      4.5.2 Increased labor costs18

   4.6 Suggestions for the educational supermarket.18   

      4.6.1 Product strategy 18      

      4.6.2 Price strategy.19

      4.6.3 Place strategy19

      4.6.4 Promotion strategy20

      4.6.5 O-S strategy: Seize the opportunity to play an advantage20

      4.4.6 T-W strategy: Avoid threats and overcome weaknesses20

Chapter Five  Conclusion.21

   5.1 Major findings21  

   5.2 Limitation.22  

References23

Appendix24

Study on Marketing Strategies of the Campus Supermarkets in Jiangsu Normal University ———from the students’ perspective

Chapter One：Introduction

1.1 Motivation for the study

    Since the Chinese government decided to expand the enrollment of college students in 1999, the number of college students in China has surged. In China, college students are a large consumer groups, and with the development of economy, the increasing enrollment expansion of colleges and the larger and larger scale of higher education, the consumer market accommodated by colleges and the market potential hidden in such a large population size of college students are both not to be neglected.

With the rapid development of China's national economy and the implementation of the strategy of China's Central Plains, the wholesale and retail industry in China have developed rapidly, and the competition among them is very fierce. As a very important part of the campus business districts, campus supermarket has been paid more and more attention by the retail business. Campus supermarket, as a market segment of the retail industry, is a form of retail which mainly provides a variety of convenient consumer goods for school teachers and students, and relies on the campus to develop. With the increasing number of students in our country, more and more campus supermarkets have sprung up in our country. It’s an indisputable fact that campus supermarkets have developed rapidly and risen sharply. Compared with the large and medium-sized commercial supermarkets, though the campus 

supermarket has its own characteristics on management modes, there are still some difficulties in its management. With the increasingly fierce competition of the market, the monopoly position of the campus supermarket has continued to decline. Therefore, the practical significance of the research and improvement of the campus supermarket strategy cannot be ignored.

    With the development of market economy, a lot of private inpiduals have emerged around universities, and even the emergence of large brands of supermarkets. In addition, the popularity of online shopping to the traditional campus supermarket is not a small impact, an increasing number of students are more inclined to purchase goods on the Internet. More and more fierce competition makes the campus supermarket management faced with greater pressure. Therefore, it is necessary to have a comprehensive analysis on campus supermarket marketing strategy according to these problems. What’s more, it’s necessary to strengthen the mutual cooperation between marketing campaign and management methods and enhance the overall marketing level of supermarket on campus to make campus supermarket truly become the campus supermarket that services for majority of the students and makes them satisfied with it.