The Study On Marketing Strategy Of Friendship Shopping Center

With the rapid development of national economy, our business has undergone tremendous changes in circulation. On the one hand, sales market is full of vigor and with the new formats constantly emerging, the extraordinary vitality inpours into the commercial economy. On the other hand, with the full liberalization of the retail market, foreign department store business wantonly seize the Chinese market, thereby market structure and competition become more complicated. As one of the most economically dynamic coastal city in the northeast of China, Dalian becomes the battlefield of commerce. Dalian's retail market becomes more saturated, meanwhile the ingoing of foreign and domestic business giants with mature and brand management experience also exacerbates the fierce competition.Dalian Friendship Shopping Center was established in 1996, which is Northeast's first large-scale, upscale, modern and comprehensive department store. After fourteen years of steady operation, DFSC enjoys a high profile and reputation in Dalian high-end consumer market. In face of tremendous changes and rapid development of Dalian retailing, DFSC also meets its own challenges and tests. Compared with more and more complicated competition, it's an urgent subject for DFSC to figure out how to adjust their marketing strategies, improve their own competitiveness and expand the market share.My paper based on a great deal of market researches and analyses, takes the development of retailing and enterprise as the background. The paper applies market segmentation, target market selection, market positioning and the traditional theory of 4P. Through the analysis of company's existing marketing strategy, the paper makes use of the knowledge of marketing management to solve the specific issues in enterprise marketing and put forward the reform thoughts for enterprises to improve their competitiveness and profitability. Finally, my paper made the conclusions that marketing management of Boutique Department Stores requires new thinking, new theory to guide the rapidly changing business marketing idea, improve the marketing quality, and promote the marketing innovation. Moreover, according to market demands and changes, appropriate adjustments and improvements need adding into marketing strategy. Only by this way, we can enhance their core competitiveness and business performance and maintain a long-term stable business development trend.