Based On Customer Perspective Research On The Department Strategy Of Retail Industry In Wuhan Department Store

China's economic level continues to improve,the industry competition in various industries is fierce,clothing retail industry competition to terminal retail sales competition-based start,as the main force of retail terminal department store competition is particularly fierce.In recent years,the development of China's department store clothing retail industry by the e-commerce and foreign capital goods into the impact of the same time,its own business model of the drawbacks are further revealed,making the domestic department store clothing retail industry stagnation.This paper mainly starts from the development process of department stores at home and abroad.Firstly,the definition of department stores is given through literature research,and the development course and current situation of department stores are analyzed.At the same time,the outstanding problems of department stores in Wuhan are analyzed,Such as the business model of a single,mainly to the main leasing;positioning fuzzy,the basic are set in the high-end;similar product structure,brand repetition rate;high prices;promotional means of fatigue,price war is preferred.Secondly,Keller based on the customer's brand equity pyramid theory in Wuhan department store clothing retail industry development model research up,by investigating consumer demand for department stores,so as to study the future development of department store clothing retail industry to provide recommendations.The empirical research part of this study is based on the questionnaire survey of female consumers aged 25 to 45 years old in Wuhan area.Through the interviews,group discussions,market research and data analysis,we will focus on female consumers in department stores Clothing goods consumption behavior analysis.The study found that 25 to 45-year-old women's purchase behavior and the author expected to imagine the existence of some differences.SPSS statistical analysis method is used to analyze the consumption behavior characteristics of female consumers in Wuhan,and the conclusions are as follows: The research object is more favorable to Wuhan Ocean Department Store,Luxiang Shopping Plaza,New World Department Store and Group Light Plaza.The reason is that the shopping malls in the full range of goods,quality assurance;in the choice of online shopping reasons,the most important is the clothing category than the entity department store more complete,and not subject to geographical restrictions,followed by a large number of effective commodity information,The price is cheap,the order is not restricted and so on;In addition,consumers think that the biggest flaw of online shopping is the authenticity of goods is difficult to distinguish,physical and picture gap,followed by the trial can not try,these defects also confirmed the existence of the entity department store significance.In the cross analysis,the age of the consumer is not significantly different from that used for clothing,and there is a significant difference in income and clothing expenditure.The higher the income is,the higher the cost of buying the clothing,and the consumer's The cost relative to the entity department store is low.At the same time the study also found that the research object although the income is different,there are different age groups,but in the purchase of clothing when the channel selection is very similar,mostly department stores,brand stores,shop-based.In the last part,based on the comprehensive evaluation of the five dimensions of service,environment,product quality,experience and loyalty of department stores,this paper uses the data of factor analysis,correlation analysis and single factor analysis of variance to construct " Based on the department store clothing retail industry development model map ".At the same time,the author gives the five dimensions of the strategy based on the customer's department store retail development model: in the service dimension,the shopping malls should pay attention to the convenience of shopping guide service and parking.In the environmental dimension,At the same time,we should also pay attention to the construction of cultural atmosphere;in product quality dimension,while strengthening the monitoring of product quality,we should also speed up the pace of product updates and improve the access threshold for entry brand;in the experience dimension,shopping malls should be from the overall environment Service and value-added facilities to improve the three aspects;in the consumer loyalty dimension,shopping malls should be located in the positioning,for customers to establish a true and effective information database,Providing new information to customers regularly to achieve the purpose of improving customer's loyalty.