Research On Marketing Strategy Of HZ Department Store

After the reform and opening up, along with China’s rapid economic development, people’s living standards improve, changes in consumer attitudes and retail enterprises as providers of goods has also been rapid development of large supermarket chains, convenience stores, specialty stores, department store chain springing up like to appear. China’s retail development time, after all, is not long, with world-class retail management on ways and means very large gap, lack of strategic positioning accuracy, business philosophy and management model behind, innovation ability, the ability to control costs, weak marketing capabilities. The HZ43branches of the mall as a shopping mall, Inc., opened three years a large comprehensive department store. Strengthen basic management, good marketing strategy to increase market share and market competitiveness, is an important part of the development of enterprises. Therefore, this to HZ mall as the study sample, the literature review, interviews, research, comparative analysis and theory with actual research study on the the HZ mall marketing strategy, and propose a solution.In this paper, on the basis of study of the state of competition in China’s retail market and shopping malls basic, based on the theory of marketing strategy, the use of strategic analysis tools, SPT marketing theory and marketing mix strategies, analysis of first marketing strategic environment, including external macro-environment, industry environment, competitors and strategic critical success factors and regional consumer market; analysis of the mall operational status quo, marketing status and existing problems, and analysis from human resources, financial capability and intangible resources analysis three aspects shopping malls internal environment analysis, combined with the mall external environment analysis SWOT strategic analysis matrix. And thus, according to the company’s strategic objectives and marketing strategy guiding ideology developed the mall’s marketing strategy, and market segmentation, target market selection and market positioning, developed specific marketing mix strategy, including product strategy, pricing strategy, promotion strategy, service strategy. Finally, in order to ensure the smooth implementation of the mall marketing strategy, integrated operation from the company play a chain of resource sharing advantages, the implementation of an effective incentive mechanism, construction of corporate culture, information construction and risk management aspects described in the marketing strategy implementation process of risk control and profitability. In order to provide guidance for the future development of HZ mall, and provide a reference for other retail companies marketing.