Research On The Marketing Strategy For Xi'AN MINSHENG DEPARTMENT STORE

The thesis is concentrated on the study of the marketing strategy of Xi'AN MINSHENG DEPARTMENT STORE. From a point of view of the Marketing Management, the author has made the relevant strategy of Xi'AN MINSHENG DEPARTMENT STORE. After analyzing it's actual Marketing situation. Which will help MINSHENG to strengthen it's advantage and avoid the shortness, finally to conquer it's rivals (such as: KAI YUAN DEPARTMENT STORE, the family world department store).Facing to the fact that the situation of the retail marketing in Xi' an has changed greatly in recent years, MINSHENG department store, the general merchandise supplier with a long and famous history, attaches the importance to the redraws up the marketing strategy. The Author first scan the exterior and interior marketing environment, which includes the macro- environment ,the detailed retail marketing in Xi'an , the main rivals and the interior situation analysis of MINSHHENG Then the author concludes the advantage ,disadvantage , opportunity and threat of it. Compared with the actual marketing strategy and the goal, the author finds the key factors that influences on the marketing and analyzes the actual marketing strategy with the help of the layer analysis method. Form the analysis above, the author sets up the marketing position and makes the marketing segments, draws up the new marketing strategy and the marketing retail combination strategy. Finally, the author directs the condition, the assure of the realization of the new marketing strategy, andalso directs how to avoiding the risk and how to do the business in the marketing which is full of the intensive competition. At the same time, the author suggests that the Minsheng profit to the differential competition in order to create a good marketing environment and strengthen the competitive competency of the company. We can learn form the thesis that the traditional department store will conquer the rivals and keep sustainable success in the condition of adjusts the effective marketing strategy according to the new marketing environment.