The Marketing Strategy Research Of Dalian Jiuguang Department Store

In early 1990's, China's economic has made rapid development and the income of Chinese residents has been increasing continually. However, the development of the retail industry far lags behind the development of the level of Chinese life. Therefore, retailing industry has been gradually developed after 1992 and large quantities of foreign sale organizer have been emerged all around the country. With China's entry into WTO, the marketing environment of all kinds of industry has changed greatly, especially the change of retail trade. Facing this changing, vogue department stores has changed marketing strategy stage by stage too. Because of competition from supermarkets and other special shop, department stores have not been overlord in retail industry. Many famous department stores have been come insolvent. However, some department stores have been strengthened in drastic marketing competition and achieved more space for development.Dalian Jiuguang Department Store is such a company whose dominant product is media and high brand. With its entry Dalian, Jiuguang Department Store has been firm in Dalian's retail market. Because of the mushroom of the new retail format, the market circumstances have changed from demand exceeding supply to oversupply in Dalian retail market. Tianhe and Yintai Department Store have disappeared.Base on the market research data and analysis method, the paper introduced the basic situation of the Chinese retail industry at first. Especially after China became the member of WTO, the overall market retail changes and the industry department store face the competition situation was discussed in this paper. Secondly, the effects of social economy and population environment on the Dalian department store were found though the analysis of the social economy and population environment. Present situation of retail sales in Dalian and overall condition of Jiuguang department store were introduced. At last, the paper discussed and analyzed the whole environment of Dalian Jiuguang Department Store Ltd through the marketing theory of 4PS, the theory of five strength models and the method of SWOT analysis. It focused on proposing many solutions and marketing strategies from Jiuguang Department Store in the changes in the market situation and competitive environment.