A Marketing Strategy Research Of OUYA Shopping Mall In Changchun

Hailed as “Long-standing Industry”, the commerce is not only thesymbol of national civilization, but also the outlet of national culture. The5,000-year-old Chinese history and culture has become mature throughcommercial cooperation. Like the Silk Road, its significance is notlimited to trade cooperation, but also the reflection of Chinese nationaloutlooks on values and humanities.Dominated by department stores, the business model of our countryhas been continuously completed and improving for hundreds of years.Marketing strategies in each developing period play a crucial role inpromoting the development and improvement of business.After China’s entry into WTO, the foreign-owned department storesflood in, which occupy the lion’s share of market by virtue of advancedmanagement concepts and marketing strategies. Therefore, domesticdepartment stores are confronted with the adjustment and transition fromtraditional department stores to modern ones. During this process, manylocal commercial brands are eliminated and meanwhile merged into jointventures. As an old saying goes that, Dances with wolves. Whilecooperating and competing with the counterparts, the survivors finallybecome the business leaders, who have already been leading domesticbusiness development.This dissertation mainly deals with the pre-assessment, stipulation, implementation and effect of department retail enterprises’ marketingstrategies. Based on the research into Changchun OY Shopping Mall, Isummarize the stipulation methods of successful marketing strategies thatare suitable for the need of market and the development of enterprises.While preparing for the dissertation, I consult and understand the21-year-long course of Changchun OY Shopping Mall. Combined withbrand-new management ideas I’ve learned at EMBA and my ownpractical working experience, I study and analyze new breakthrough anddevelopment of marketing strategies of Changchun OY Shopping Mall indifferent periods, through which I probe into the guidance and profoundmeanings of the stipulation of marketing strategies.Through systematic discussion, it’s obvious that such marketingstrategies are the cornerstone of sustainable development for enterprises,as are only suitable for the needs of market, satisfying consumers’ needs,based on credit, optimizing and allocating resources in an all-round way.