The Marketing Program Design For M/S.BXH

The entry of the foreign retailers into China has brought along enormous cha nges of the Chinese retailing industry: It has activated the retail market of China u sed to be in depression, lifted the gross level of Chinese retail trade gradually. In s evere market competition, the organization form and marketing method of the reta il trade are passing through a reform with the unprecedented pace. While is benefi ting the consumers, the domestic retail trade enterprises are continuously developi ng themselves as well. In the mean time, the domestic current retail market is yet i n initialing growth: The species and the quantity of the merchandise, the manage ment level and the way of operation of the domestic retail business enterprise are f ar behind those of the developed countries. However, we should be aware that, ha ving entered the WTO, China faces the foreign impact with the retail trade at the f ront line. The Chinese government had committed to a gradual cancellation of all 1 imits on the foreign capital retail trade in the agreement with the America and EU countries, that the connection of domestic and foreign competitions turns to be the main trend, and it would be an aboil contest. The Chinese government has decide d to lift restrictions on the aspects of quantity, region, ownership ratio, as well as t he company formation of the foreign capital retail trade within 3-5 years from WT O's entry, as a result, domestic retail trade will definitely face very big challenge.Through studying the development process of BXH company, I investigate th e marketing characteristics of the new market positioned department store-Home -living Subject Store, which has been derived from the severe competitive market environment, and developed quickly in big cities in recent years. The essay analyz ed the characteristics and trend of the international retail trade; drew lessons from its advanced experience and marketing mode; considered to the level of economyin China as well as the industrial circumstances of the retail trade. On the basis of the above, while guided by marketing theories, I researched and investigated from the perspectives of: position of the market, establishment of the service marketing system, and the build of the channels etc., as to conduct a deep going study and e xploration of the way of marketing practice of BXH company, Consequently, desi gned the marketing program of BXH according to the services and relationship m arketing as the base of competitive advantages of the enterprises.The meaning of this essay lies in that: People can use the BXH practice draw n from this essay as a helpful reference for their own marketing of the same nature...