Research On Marketing Strategy Of Dalian M Department Store

In recent years,the impact of e-commerce on physical stores and the overall slowdown in consumption have led to a significant slowdown in physical retail revenue and net profit growth.The scale of e-commerce is still in a stable growth period,but the market size of the physical retail industry has not been significantly compressed.Entity businesses still have the opportunity to break through,and improving the profitability of departments is the most important factor in supporting the continued operation of the department.This dissertation starts from the marketing aspect of Dalian M department.Through the analysis of M department marketing environment,it studies the marketing strategy of M department revenue and profitability growth,so that M department can live forever in the development wave.This dissertation first summarizes the relevant theories and research results of retail,marketing and strategic management,and uses the analysis tools such as PEST model and Porter's five-force model to analyze the external macro environment,the competition of retail industry and features of consumers.Then according to the actual business data of M department,analyze the internal environment of the department,including the operation status and marketing status,and find out the problems of M department.Based on these marketing problems,using market segmentation,target market selection,market positioning and traditional 4Ps marketing theory to identify customer needs.From the product strategy,price strategy,promotion strategy and place strategy,the marketing strategy construction plan of M department is proposed.Several implementation guarantees are proposed to ensure that marketing strategies can be effectively implemented,including the effective use of big data and other technologies,the improvement of personnel training and assessment mechanisms,and the establishment of a mall-specific event system.This dissertation combines the theoretical tools with the actual operation of M department,and builds the marketing strategy of M department,in order to provide guidance for the development of Dalian M department,to promote M department to increase sales,enhance competitiveness,and provide experience for the development of other similar retail enterprises.