The Study On Marketing Strategy Of DLAP DFS

Dalian International Airport Duty Free Shop belongs to commercial management company; all the duty free goods are supplied by China Duty Free Group Company. DLAP DFS has distinctive superiority and the annual sales had increased step by step since the shop founded. But from 2009,the trend was changed what caused by many international status. The shop relocated to new international terminal in 2011. although many top brands were introduced in this year, the sales still influenced by many objective factors and performed bad,the shop's stock was heavy and margin was low.The marketing strategy of DALP DFS is my research subject in this article, based on analyzed the problems occurred at present, I not only adopt first-hand data, questionnaire surveys'result and information from the staffs of shop, but also analyzed the marketing strategy currently and the surrounding of the macroscopic marketing, STP in order to find out the reasons of operator difficulties The study aims to provide the reasonable proposals and improvement actions to the development of duty free shop in the future including increase the sales and margin, enhance competitive power and achieve the stable development.Duty free as special retail style, has been developed rapidly since it occurred.More and more consumers know and like shopping in duty free shop.Under the environment of nowadays, how the DLAP DFS find the correct target market, how use the effective marketing strategy breaks the bad surroundings, how adjust the business strategy to get the satisfaction from each side and keep the develop trend are the important meanings of the passage.