Strategic Research No The Combination Of Large Retail Companies’ Traditional Marketing And Internet Marketing Under Electrification Circumstances

With the Internet popularization in recent years,the sales pattern in China’s retailing business has changed a lot. E-commerce, as a new force of network marketing which had been accounting for an increasing share, suddenly rose and had had a huge impact on the traditional marketing. Large and medium-sized retail enterprises has been facing great difficulties. Large shopping centers of China reacted differently, and even some were difficult to maintain survive. Chain stores continued to decline,and some shops has even been closed. Brand stores suffer. The acquisition of Wumart and C.P. lotus in 2013 created the joint venture of Huarun and Tesco. Huarun took 80% shares of the new company means that Huarun took over Tesco’s business in China. Li Jiacheng’s PARK&SHOP had been claimed to be sold. All kinds of sides has been showed that China’s retail industry has come into a short-term dislocation. How to complete the transformation of enterprises,and how to adjust marketing strategy were directly related to the rise and decline of enterprises. At the end of 2012,Suning Group first proposed the "electrical appliance", and began to change from single to multi-channel sales. Gome followed to broaden its good catelogue and build a profitable business platform. As we can see, the electrical appliance oftraditional home appliance chain has become a trend. Under this background, traditional marketing theory can not be fully adapted to the current situation of retail industry. The problems of network marketing development and how to adjust marketing strategy to make the large-scale retail enterprises remain invincible,should become the hot topic of current marketing strategy. Based on in-depth analysis of the current difficulties of China’s retail businesses,combining domestic and foreign mature theoretical achievement of marketing,aiming of traditional marketing and network marketing, based on the classical 4P marketing theory,we should analyzed the advantages and disadvantages of the two from the four aspects of product, price, place and promotion in detail, using Suning group as an example and the "4P+4C" marketing theory as the foundation,to explore and research the integration of traditional marketing and network marketing strategy under the new situation. We proposed the four transformations a large retail enterprises should complete,that is: the change from research on product strategy to the study of consumer needs and desires; from variable pricing strategy into consumers’ wish to pay for their demands; from variable channel strategy to the convenince of consumers; from variable marketing strategy to the focuses on communication and exchanges with consumers. Combining its own advantages, the traditional retail business could sublimate their own business model and upgrade themselves to provide new ideas for reference.