JY Shopping Mall B, Transformation Of Marketing Research

In1992with the opening up of China’s retail industry, the world’s large retail enterprises to enter China, department store retail industry entered the era of rapid development. After2000, the domestic retail industry began to decline. By2012, the department stores, supermarkets, specialty stores in the retail industry sales index of three important forms are down. Because of the traditional department store retail "parasitic survival" business model deviated from the original meaning of the business, make the department business lost goods ability. E-commerce to the traditional retail formats at the same time encroach on increasingly significant, and transformation of residential property in commercial real estate. With the increase of business area, commercial vacancy rates rise gradually, China’s traditional retailers has entered the crucial stage of risks and opportunities coexist.In the face of kunming department store retail business is becoming more and more difficult, and a variety of large and small developers also crammed into retail business, on the one hand makes the industry competition is fierce, at the same time will also have a group of retail business is a lack of understanding, not in a position to correct project and service marketing of commercial body fall in this round of the competition. Want this paper from two aspects of strategy and marketing for the current business environment of kunming and the operation is analyzed, with JY. B as the research object, from the strategic environment analysis to the enterprise situation analysis, from4p marketing to service marketing, in formats, positioning and marketing elements, marketing mix, the application of multidisciplinary crossover study method, follow the combination of theory and practice, the principle of combining empirical and normative, using literature research and the market investigation data analysis, five model and SWOT analysis and other research methods, for kunming market general merchandise retail business.