A Research On Differentiated Marketing Strategy Of Spring100Company

Currently, the competition in department store industry in the city of Changsha isvery keen. Under this background, in order to occupy the market and promote theproducts, the enterprises should adopt the differntiald marketing strategy and adust theoperation to meet the market challenges. The thesis takes the Spring100Company asthe research object, and analyzes its differentiald marketing strategy and theimplementation of the differentiald marketing strategy.Firstly, the macroeconomic of and industry condition is analyzed, and thedevelopment enviroment of Spring100company is detected. Based on the SWOTanalysis and STP analysis, the thesis suggests that Spring100Company should adoptthe differentiald marketing strategy, and the target market should aim at the urbanfemale whose age is between18and45. Secondly, based on the analysis of themarketing strategy theory, related literatures and the operation condition of Spring100Company, a differentialed marketing mix is designed from the aspects of the productsdifferential, brand differential, service differential and sales differential. Lastly, theimplementation and the gurrantee instructions of the differntialed marketing strategy areprovided, and the expected performance of the strategy is also evaluated.The differntialed marketing strategy can significantly promotes the salesperformance and of the Spring100company. The differntialed marketing strategy canhelp the department store companies trapped in the competitve market find a way ofbreakthrough and enchance their core competence.