Research on the Market Strategy Positioning of Retail Enterprises Based on Consumer Behavior Analysis

With the increasingly fierce market competition, how retail enterprises accurately grasp consumer behavior and formulate effective market strategy positioning has become the key to their survival and development. This paper first explores the basic concept of consumer behavior and its importance to the market strategy positioning of retail enterprises, and then analyzes the main factors influencing consumer behavior, including psychological factors, social factors, cultural factors, etc. On this basis, combined with the current development trend of the retail market, a market strategy positioning framework for retail enterprises based on consumer behavior analysis is proposed, including market segmentation, target market selection, differentiated positioning, and strategy implementation and evaluation, aiming to provide scientific decision-making basis and practical guidance for retail enterprises.