Marketing Strategy Research Of Landao Jinyu Department Store

In recent years,there has been a general trend of customers' loss and sales revenue decline in department store industry,which has entered the strongest "frozen period" in history.Community department stores,an important branch of department stores,also have such problems.The development strategy of community department stores has become a new subject of department stores research.Beijing Landao Jinyu Department Store,as a typical community department store,has encountered many bottlenecks in its operation and development in recent years.Especially,there are many problems to be solved urgently in its operation strategy.It has become the top priority how to use scientific methods to introduce the correct theoretical system,and formulate a set of effective solutions based on the actual operation situation of enterprises,which make the business transformation of enterprises more reliable and practical.This paper takes Beijing Landao Jinyu Department Store as the research object,and carries out marketing strategy optimization research based on the 7P marketing mix theory.Because as a more comprehensive marketing theory,the theoretical content of 7P marketing mix theory is more in line with the characteristics of community department stores that respect the buyer's market and pay attention to characteristic service marketing.Through the use of Porter's five-force model analysis tool,this paper analyzed the operating status and internal and external environment of Landao Jinyu Department Store,so as to have a further understanding of its actual operating situation,find out the market positioning of Landao Jinyu Department Store,and provide theoretical support for the analysis of marketing strategy in the following part.In the research of marketing strategy of Landao Jinyu Department Store,the 7P theory,which is widely used in the analysis of marketing strategy of service industry,is used to analyze the current marketing situation of the department store in seven aspects:product,price,channel,promotion,personnel,process and tangible display.This paper also uses questionnaire method to carry out market research,takes 7P theory as the framework,expands each P,establishes a fuzzy comprehensive evaluation model of customer satisfaction by using real data of consumer feedback,and classifies each factor into dominant area,response area,opportunity area and improvement area respectively based on the final expectation value and perceived satisfaction score of each factor.Among them,the dominant area and response area are the better parts of department stores at present;the elements of opportunity area and improvement area need to be analyzed and rectified urgently.The empirical analysis in this part lays the foundation for the improvement measures in the following part.Finally,aiming at the existing problems of Landao Jinyu Department Store,this paper puts forward marketing strategy improvement measures from eight aspects:market positioning,product,price,channel,promotion,personnel,process and tangible display,and puts forward safeguard measures in three aspects:improving organizational culture,optimizing organizational structure and strengthening system construction,to ensure the smooth implementation of the improvement measures.Based on the comprehensive analysis of the present situation of operation,internal and external environment,marketing strategies and consumer attitudes of Landao Jinyu Department Store,this paper puts forward the optimization and safeguard measures of marketing strategies,which plays a guiding role in the further optimization and development of Landao Jinyu Department Store.