Research On Profit Model Of Retail Department Stores Considering Strategic Consumption

According to the rapid development of information technology, the behavior of more and more customers became strategic, such customers can use information technology and use it to get information about products prices and inventory information of the merchandise industry, they can predict the tendency of adjusting prices, and use this knowledge to buy the product at its lowest price. Even if the current market price is lower than the customers’reservation price of the product, the strategic customers still can wait till the price became the lowest, in this case they will get the biggest consumer surplus. Thence in the presence of strategic customers the merchandise industry should use an effective Profit mode for maximization of revenue.In the economic transformation of the environment, the retail merchandise industry has become more sophisticated, competition among enterprises is also heats up. In recent years, along with the new developing forms of retail trade vigorous development and overseas general merchandise enterprise’s emerging, the general merchandise enterprise is withstanding huge survival Pressure. Effective profit mode and business strategies are the best approach to win more market share, to protect the profitability of enterprises, ultimately to maintain long-term competitiveness of the enterprises. Therefore, profit mode and retail business strategies in the new environment is becoming a theoretical circles, the analysis of profit mode and business strategy in regarding of the general merchandise industry is the key study in this paper.This article from the perspective of strategic consumer, analyzes and expounds the merchandise industry profit mode. Specifically, first,on the basis of domestic and foreign theoretical research on the profit mode of general merchandise industry, the development status of the profit mode of merchandise industry in our country is analyzed, and the problems of the existing profit mode of general merchandise industry are found; Second, strategic consumers’behavior and its influencing factors were studied, based on the analysis of strategic consumers behavior’s influence on the merchandise industry profit mode, and combined with the characteristics of strategic consumption behavior to explore a innovation theoretical model; the next, this paper uses questionnaire investigation and factor analysis method to research the effect of the behavioral factors on the profitability of the merchandise industry and the negative influence of strategic consumer on the profitability of the merchandise industry; Finally on the basis of the empirical research the paper proposed strategies to inhibit the negative effect of strategic consumption from the aspects of product, price, place and promotion. Then combined with typical cases put forwards transformation strategy for the general merchandise industry profit mode. The paper suggests the general merchandise industry based the supply chain of integrating the production and provision to form a profit mode which combined the joint-operation with the independent-operation and integrated the online and offline marketing. This mode can provide some reference for the profit mode’s transformation of general merchandise industry in China.