Study On The Marketing Strategy Of Jinan Silver Plaza Square Shopping Centre

In the increasingly fierce competition in the retail industry, the enterprise marketing strategy is the key to success. Women’s clothing plays a decisive role in the department store in the retail industry. High profit which women’s clothing sales brings is one of power of market development. How to adopt appropriate marketing strategy to promote women’s sales become the focus and difficulty of the store management.The silver plaza square shopping centre, belonging to the Shandong silver plaza group limited by Share Ltd. of Shandong Commercial Group Corporation run by a large business enterprise, is a symbol of enterprise of Shandong Province circulation field. It is the focus on supporting the development of retail group of Shandong province. Starting from Jinan in1996, Silver Plaza has so far opened more than70chain shopping malls and more than120chain convenient stores in Shandong, Hebei and Henan provinces. It is the first inter-provincial commercial chain-enterprise of Shandong province. The silver plaza square shopping centre is the second set up shop in system and has been in front on sales performance. Women’s clothing has been a leader in the store sales in silver plaza shopping centre. Its high output has benefited from its effective marketing strategy.This topic is analyzed based on marketing management theory. According to management status of women’s clothing in silver plaza and the problems existed, doing the scientific research in women’s clothing on macro environment,micro environment and internal environment.Through segmenting market,we can target consumer groups to make marketing strategy. To enhance the practicability of the paper, I adopt the methods of literature research, normative research method and empirical analysis method in the writing process.By examining the current situation of Silver Plaza’s women’s clothing management and the problems it is facing, the present research in this thesis aims to explore the most efficient management strategy of for an enterprise. Enhance women’s customer satisfaction, to play an important role in the sustainable development department store. In promoting women’s sales income at the same time, can make the department stores to keep operating characteristics, improve economic efficiency and enhance the core competitiveness of the department stores. The research results of this thesis hopes to have certain reference value for the healthy development in silver plaza department stores and the same type of commercial department stores.