The Research On Marketing Innovation Of G Department Store In Chengdu

The research on G department store in Chengdu shows that there is a remarkable homogeneity in marketing between G department store and its competitors.When studying the problem, the paper finds out that the homogeneity is not only a necessary stage and an inevitable result of irrational expansion in the development of the retail business, but also a consequence of G department store’s old belief in marketing. In order to improve G department store’s marketing strategy, the present condition of G department store and its old belief in marketing should be deeply discussed based on several relative marketing theories. After the exhaustive research, the way of marketing innovation and differentiation has been discovered, that is, theme marketing which builds task definition for consumers. Moreover, the systematic marketing innovation strategy of G department store has been figured out.In the homogenization of products and services, price promotion is used without limit by G department store and its competitors. However, as the economy and the living conditions of the people develop, goods sold by retailers are not merely the means of consumption. It has become the means of enjoyment and development. With bountiful supply, purchasing is not anymore a ’have to do’ thing, which is an important shift. Influenced by the theories of4C and consumer psychology, it is pointed out that all G department store can do is to look into the hot issues of society, fashion trends etc. to find out or even’create’ consumer demand.Putting the’creation’into theme marketing can easily turn the homogeneous marketing strategy into a differential and topical one, which at the same time is building task definition for consumers. From differential and topical marketing mixed strategy including product, price, promotion and place, consumers can receive more and communicate better with G department store. Besides, as situation influences produces an effect on consumer demand and purchase decision process, it will definitely make G department store impressive and extraordinary if topical communications situation and purchase situation are in accord with task definition and the marketing theme. By improving its VI system, theme-setting display and regulating the field management, G department store will reach the target of enhancing competitiveness and customer loyalty.