The Analysis Of Lanzhoumingbai Groups' Retail Marketing Management

The Lanzhoumingbai Groups originate the Lanzhou democracy west road general merchandise mansion, since 1980's from middle, It development quickly, jumping to become the biggest department store in sweet province of Gansu , and ascend the whole country 100 strong.Expect after 1990's, Lanzhoumingbai Groups walk up the thoroughfare that extended quickly, but the prosperity is not long, from 2001, the company continuously had the huge loss of three years, was eventually procure by the Boudoir Groups of Zhejiang.Mingbai Groups of success or failure have many reason, the reflection is in the marketing aspect, is also to have many experiences precept the worthy of summary. Mingbai Groups at grow up period, because of decision the layer is accurate to the market circumstance insight into, setting up right of marketing principle, adopted a series of and aggressive merchandise programming, the activity that promote sales and establish a brand, jilt far and far other competitors at behind, won the market to lead position.However in its extend period, Mingbai Groups did not see cast covetous eyes on, also neglected to occupy the small and weak competitor of a great deal of quota, chase the oneself fixed position in large comprehensive market level only, be other few big markets main rival, did to open the strategic decision of a few large markets. At the same time, the other parts of country company's house enters the Lanzhou state market, supermarket, particularly the small store of camp store, community stimulates the ground to loot the market quota from comprehensively the big market hand more, but at this time Mingbai Groups of marketing means have already started fall behind, program from the merchandise regardless, the advertisement promote sales, management location and service ascend all not occupy the advantage, finally not strong rival of enemy. Since 2004 Mingbai Groups re- carried on the analysis to the market, at compete the foundation that the condition carries on the fixed position to the oneself up, practiced the constringency strategy, and start remould the marketing work of the brand, in compare smallly subdivide market with for number not much of competitor carry on the competition, the quality and special features of the exaltation merchandise, the exaltation trustworthiness image, since to the consumer marketing merchandise again to company's house marketing shop front and image, obtained the success. From now on the consumer goods market of the Lanzhou state City the competition will be more vigorous, the market further subdivides, and along with higher request of consumer, will appear the more recent retail market industry ognizations , Mingbai Groups only hold tight the opportunity, the marketing principle and strategies that establishment is rights act the direction, diligent development future competition ability, just probably in keeping the foundation of the existing management result further development.