The Research On Interaction Between Consumer Behavior And Retailing Type Of Operation And Marketing Strategy Of Department Stores

Since the reform and openness, our country's retail businesses have got enormous development. Especially in the entry of 1990's, various retail businesses leading-in, vicissitude and integration had poured so much extraordinary vigour in China's commercial economy. But, there are still many problems, which structures of enterprises are inconsequence, orientations of markets are ambiguity, policies of distribution are homogeneous and so on, in our retail businesses due to that ours' reforms mostly imitated existent modes and the develop mode adapted to the situation of our country has not formed yet.With the development of our market economy and the opening to the much broader domain of markets, our country's consumers are gradually mature and behaviors of the consumers are changing continuously. The consumers' behavior is the jumping-off point of most enterprises establishing policies of distribution. This article applies semi-science & semi-experience method according to the former idea, exploits basic theories, does applied researches in the develop current and management-distribution policies of our country's retail businesses.This article analyses the interactive relationship between consume behavior and retail trade transform proceed with the theory of consumer behavior study, and considers that the ultimate factors of affecting consumer behavior are the culture & requirement of consumption and life style. Innovations of the retail trade are promoted continuously due to the variation of consumer culture, the upgrade of consumer requirement and changes of life style. At the same time, with the evolvement of the retail trade, behaviors of the consumers have revealed stylization, normalization, liberalization, etc, which formed stated consumer cultures and changed consumers' lifestyle.Regarding to the trends of diversification, individuation, positivity, convenience and specialization in our city dwellers' consumption behavior, the direction for our city retailing to be more multiplex, specified and integrated was proposed. As representative of traditional industry, the general merchandise is a more full-blown type of retailing in our society. However, along with the variation of circumstance and the intensification of competition, problems such as duplication in competition pattern, and the decrease of benefits emerged from the general merchandise enterprises.This article selects general merchandise trade for emphasized study and divides the consume groups of our country's trade into vogue personality type, high quality brand type and substantial economic type. And due to these partitions, 4 kinds of market orientations, such as top grade bazaar, vogue bazaar, life bazaar and agio bazaar, will come into being. General merchandise retail trade's strategy of distributions would be brought forward according to product policy, sales promotion policy, service policy and visualized store policy. In the end, Nanjing Orient is chosen for case study, and to look forward to using the policies of top grade general merchandise for reference in the applied angle.