Research On The Marketing Strategy Of Ginza Mall Tengzhou Store

The once-blossomy department stores can't save themselves from the effect of the continuous attacks from the diversification of retail formats,homogenization and the rocketing e-commerce economy as well as a continuous rise in urban and rural residents' income and the restructuring of the pattern of resident consumption.Lack of a clear market position and feasible and effective marketing strategy aiming at said situation of their own,big time while now twin-like department stores are staggering to a further smaller pie at a slower or even negative sales speed.Setting the Tengzhou store of Inzne as the research object,this paper points out the current situation and development trend of domestic department store industry by using analysis tools of the marketing strategy portfolio theory of department stores and SWOT method to evaluate the marketing environment of Tengzhou store from four aspects: advantages,disadvantages,opportunities and threats.This paper concludes that the development strategy of the Tengzhou store is to grasp external market opportunities under the premise of maintaining its competitive advantage.The market segmentation,target market and market positioning of the Tengzhou store,that is,the middle and high income group and the young fashion customer group are the target consumer market of Tengzhou store,and the boutique fashion department store is the market positioning of the Tengzhou store.The conclusion is led by two steps: First is sorting out its customers by customer survey.Second is analyzing data by STP theory.Finally,on the basis of the above analysis and research,this paper puts forward the marketing strategy recommendations of the department store in terms of brand,price,channel and promotion,that is,in the perspective of the brand strategy,this paper recommend that the Tengzhou store should adjust the overall brand layout,introduce brand collection store,and develop the self-operated brand;in the aspect of price strategy,the Tengzhou store should improve brand differentiation to avoid homogenization,improve customer transfer value,and make up for price defects with value;at last,on the side of channel strategy,the Tengzhou store should combine online and offline to optimize supply resources and cooperation methods,and reduce middlemen links.In terms of promotion strategy,the Tengzhou store had better deepen the form of joint marketing,carry out joint promotion,improve the membership mechanism so that to improve customer loyalty.