Research On Marketing Change In Traditional Retailing

With the coming of new consumption era which is driven by internet and technology,it is the inevitable choice for the development of traditional retailer to innovate and make its market strategy change.On the basis of literature review,this thesis firstly analyzes the challenge and reason for the marketing change of traditional retailing,then summarizes the internal factors for traditional retailer's marketing change,including profit decline of traditional retailing,operation issue,industry competition and so on.Meanwhile,as for the external factor,the customer is the key factor,including changes in customers'behavior,group characters,demand and there is also rapid development of new technologies.Based on the above internal and external factors,this thesis carries out in-depth analysis for 4 typical traditional retailers by collecting a lot of second data,having face-to-face interview and using case study and grounded theory.It summarizes the key elements of successful marketing change,which are demand-based self-innovation,new technology-driven service,interactive marketing communication,strong social responsibility and the development of private brand.