The Research On PINGHETANG Group Corporation's Marketing Strategy

With the situation of "China is open to the world and the world needs China" and the further development of reform in China, the retailing industry has achieved great improvements. Since 1990's, various types of retailers have been introduced, transformed and integrated, which invigorates Chinese economy greatly. Nowadays, with the urbanization and the transformation of economy in China, the buyers' market is expanding gradually and it is an opportunity for the retailing industry. As the main type of store retailers, department stores in China also have more chances for their development. But they are facing great challenges too, especially after China entering WTO and various new retailers are crowding into Chinese market in a short time. For the department stores in China, there exist problems like being poorly structured, vague market positioning and similar marketing strategies and etc. So how to conduct management and make effective marketing strategies is a big issue for department stores in China. In Changsha, a city locating in the middle part of China, the department stores have been competing fiercely. Various store retailers are implementing different strategies to improve their competitive ability.Ping He Tang Corporation Ltd., as a Sino-foreign capitalized modern commercial enterprise, has a substantial marketing standing among the department stores in Changsha. But within an environment with fierce market competition, how to improve market share and increase sales revenue is also a great task for it. This paper is based on the theories of marketing. It analyzes the marketing environment of Ping He Tang in detail and also includes an analysis of its corporate environment and its competitors. Based on the actual situation of Ping He Tang, the paper proposes a marketing plan and ways of right market segmentation and positioning. I hope the research results in this paper will be of help to the development of Ping He Tang and also hope it has a brighter future with the efforts of all its staff members.