Research On The Optimization Of The Marketing Strategy Of JCDecaux Store

In recent years,with the development of electronic commerce and the expansion of energy conservation and emission reduction,green living ideas,the traditional entity retail building materials companies are facing the business model,market demand,operating costs and other issues,therefore,this article with high Chinese companies as the research object launched on entity retail enterprises under the background of the "new retail" transformation and upgrading of the research.Highly respected China is a set research and development,production,sales as one of the special mortar building materials enterprises,the starting time earlier,product technology content high,in the middle stages of enterprise development through the laying of the stores also was a great success,in markets such as waterproof coating,ceramic tile adhesive occupy most of the sales.As the change of The Times,however,the previous business development model is difficult to meet the market demand of the present,especially under the background of the development of electronic commerce,the selling situation have been worst every day,many stores closing.In this paper,based on 4 p and 4 c marketing theory,through visiting survey and depth interview research method to analyze the current highly respected China faces problems are: entity enterprise is impacted by the electrical contractor,rising operating costs,the traditional business model meet the bottleneck,and analyzes the problem of the cause of the problem.Then,through SWOT analysis,we found out the opportunities and threats in the development process of degao China,and summed up the current advantages and disadvantages of the company.After the analysis of problems and SWOT analysis,this paper summarizes the objectives,principles and contents of enterprise optimization in the future business development of China.It is embodied in the emphasis on the online and offline integration of enterprises;Physical retail should focus on experience consumption;Daily management should communicate with consumers timely;Adjust product line and channel according to market demand.Finally,it puts forward corresponding measures in terms of system,technology,human resources and enterprise culture.