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Abstract

Based on the introduction of the Long Tail , the political, economical, social and technological environment for the development of rural supermarket chain in Ningxia is analyzed. The problems in the marketing strategy of Ningxia rural supermarket chain are pointed out, including single products and uneven level of quality, the products, which can not satisfy farmers’ needs; low quality of the personnel and imperfect information system, thus the traditional way of marketing is challenged. In the end, from the perspective of products, position, price, and personnel, the marketing strategies for the development of Ningxia rural supermarket chain based on the Long Tail Theory are put forward.

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