On The Research Of Marketing Strategy Of Zhuzhou Department Stores Co.,Ltd. Under E-commerce Environment

Since entering the 21 st century, along with the development of science and technology, and the application of Internet technology in the field of commercial sales, the rapid rise of the electronic department store, the traditional department store industry is under attack, not only have to face more and more competition coming from the other traditional department stores, but also to face the competition of electric department store. Nowadays, the development of traditional retailing industry is obviously decreasing, retailing industry is frequently encountering consolidation, and even collapsing. Under the rapid development of E-commerce environment, to survive, the traditional department stores who are going to transformation is inevitable trend.This paper takes Zhuzhou Department Stores Co., Ltd. as the research object, collect and offers a lot of research literature about traditional retailing industry, E-commerce and other relevant knowledge, and uses the theory of marketing mix strategy, marketing strategy plan and service marketing, combines with the actual situation of the Zhuzhou Department Stores Co., Ltd., analyzes from the internal and external marketing environment of the company, introduces the strains of its current organizational structure, marketing ability, human resources and brand resources, etc., and discusses the situation of politics and economy environment, population and social cultural environment, industry competition, and consumer purchases for Zhuzhou City’s the department store industry. Then, the author studies the company development ’s strengths, weaknesses, opportunities and threats under the background of the E-commerce department. Last, through the determination of the company’s target market and market positioning, optimizes its marketing planning scheme from six aspects of customer management, product, promotion, channel, service, layout. The author thinks the company should taking the high-grade income people as the target customers, pay more attention to the customer management by using the Internet technology to set up customer management system, import more well-known brands and establish themselves brands, enhance the diversification of promotion activities, innovative services, establishes electronic shopping mall to achieve the linkage of the entity shop and online store sales, optimizes the shopping environment and attract customer to the upper floor to shopping, and so on aspects to propose for the implementation of the marketing strategy.