Marketing Tactics Of General Merchandise Industry

The development of the theories of marketing tactics can be divided into two periods. During the product guiding time, the theory model of marketing tactics was still in the phase of probing and no complete structure of it had been advanced. When the social economy strided into the time of marketing guiding, the complete theory frames of marketing tactics have been summarized out. What's more , they are being consummated and enriched with the development of market economy continuously to meet the needs of business marketing management, including 4Ps combination HPsmodel, 4Cs combination 4Rs combination and other new tactic models.The life cycle theory illuminates that there are several phases during the development of retailing and the development of general merchandise industry is also instructed by this theory. After analyzing the developing situation of general merchandise industry in a few typical countries and regions , I get the special life cycle of general merchandise industry, that is the stage of growth, the stage of maturity, the stage of decline and the stage of rebounding.Because the social and economical background on which the every stage of general merchandise industry is located is almost identical to economical conditions that promote the development of the marketing tactic theory, the analytical method of life cycle can be connected with marketing tactic theories together to analyze the tactic models of different stage .Not only does it find its theoretical foundation also it possesses corresponding instructive meaning. Prior to the establishment and implement of tactics , there are several items that should be considered carefully, such as the structure factors affecting the tactics choosing , the destination of tactics and some othersynthetic ingredients to make sure the feasibility and scientific meaning of tactics.Finally, the dissertation analyzes the development situations of Chinese general merchandise industry, especially the adjustment and innovation of marketing tactics after China entering WTO. The development of Chinese general merchandise industry can be separated into two parts: ex-P. R. China and in~P. R. China. Because of historical and political reasons, there are variable characteristics of different stages. Since 1990' s, Chinese general merchandise industry has been in dilemma under the pressure of fierce competition and their own problems. The entering of WTO has brought enormous impact and threat to general merchandise industry, so the notions of marketing must be adjusted according to the change of market. They must commit themselves to improve the core competence, only to do that they can deal with the challenges from inside and outside successfully.