Research On The E-Marketing Strategy Of Parkson Group

New retail formats, represented by e-commerce caused a strong impact to traditional retailing industry. Traditional department not only faces fierc e competition counterparts, but also faces the competition from emerging-o nline store. E-commerce directly impact the traditional retailing industry, le d to the current decline in profits, the loss to expand, some of the traditio nal department stores, have to close the store to reduce losses. Parkson de partment as one of the first fashion foreign chain enterprises in China, has for three consecutive years performance decline, falling profits, into a stra tegic retreat because of the impact of e-commerce. E-commerce age, theref ore, traditional department how to transform, and set up multi-channel e-co mmerce development pattern, has become a common problem facing the tra ditional department store in China.Based on the at home and abroad of e-commerce current situation, ch aracteristics and development of restructuring the traditional department stor e industry situation to sort out, Parkson group as the research object, using the SWOT method to Parkson operating status and the marketing environ ment has carried on the analysis, obtains the Parkson group to carry out t he conclusion of e-commerce is imperative.Then, based on the 4c theory, f rom meet consumer demand, improve customer convenience, the consumer the total cost of the optimal and the establishment of two-way communicat ion and interaction strategy four aspects of Parkson e-commerce marketing strategy are studied, summarized the problems and challenges of Parkson in e-commerce marketing. On the above research finding problems and challe nges, in combination with Parkson’s current development situation, to Parks on group and the traditional department store industry to carry out the elec tronic commerce marketing respectively puts forward the corresponding Sug gestions and countermeasures.In view of the problems and challenges On the above research, combi ned with the current development status of Parkson group, to carry out e-c ommerce marketing corresponding suggestions and countermeasures to Parks on group and traditional department stores. Under the environment of Inter net, retail marketing activities the organization from its own characteristics,on the 4c theory as a guide, give full play to the role of 4c theory in n etwork marketing, finally realizes the enterprise profit maximization and the win-win goal of customer satisfaction.