Research On Marketing Strategy Of FM Department Store Co., Ltd.

Before 1990s, the department stores dominated the retail market of China for a long time. Since China opened the door to the outside world, many new retailing forms, such as large-scale chain departments, supermarkets, convenience stores, and specialty stores had been fast-developing and became the main motivation to expand the scale of China's retail industry, with the change of consumers' need and the aggravation of competition in retail market. However, the main management method and mode of China's retail enterprises is traditional, and it is lack of accurate strategic positioning and innovation ability. Rainbow department is a large-scale comprehensive department store, and it has some shortages in standardization management, such as commodity mixes, service standards, price, promotion and layout and so on. There is a large gap between it and international top retail enterprises. It is an important link for the enterprise development and an important task for managers at different levels to make a good marketing strategy which can increase the market share.This paper is a study of FM department. After learning enough theories about marketing and strategy and collecting lots of research literatures, this paper makes serious research and active practice, and then it formulates a marketing strategy for FM department based on the company's actual status.The first chapter of this paper puts forward the research background, purpose and significance according to the development of the company and the competitive situation in China retail industry. The second chapter summarizes a great many of theories about marketing strategy and focuses on its meaning and strategic analysis means, that is, SWOT analytical method and Porter's "Five Force Model". The third chapter analyses the macro-environment and the industry environment:the macro-environment includes the political, legal, economical, social cultural and technical environment; the industry environment analyzes the overall development and five force analyses of department stores. The forth chapter researches the internal environment of the department:at first, it introduces the general information about the company and department, including the current operational performance and marketing condition of FM department; then, it analyses the department's internal resource. Based on the external opportunities and threats and internal strengths and weaknesses of the department, the fifth chapter sets SWOT matrix and identifies the marketing strategies and its four cores. The sixth chapter states the measures to ensure the smooth implement of marketing strategy.