Research On The Marketing Mode Of Zhengzhou Grand Emporium Under The Background Of New Retail

The development of e-commerce not only has an impact on consumers' buying habits,but also affects the operation mode and marketing methods of department stores.Department stores have to adjust the marketing mode to realize online and offline joint promotion according to the changes of consumer information acceptance habits.This marketing change challenges the operation and development of traditional department stores,and also provides an opportunity for a group of new department stores such as Grand Emporium to explore the innovation of marketing mode under new retail.In this paper,Zhengzhou Zhenghong as a case study of its new retail marketing model.It is found that in the marketing of Grand Emporium in Zhengzhou,there is a lack of overall planning of marketing,imperfect marketing organization,backward marketing mode behind consumer demand and lack of marketing feedback and improvement system.These problems are mainly due to the lack of marketing understanding of the new retail characteristics in the relevant departments.The scope of marketing is not in line M/ith reality.The lack of comnunication with consumers in marketing and the lack of marketing process management and so on.Based on the present situation of Zhengzhou Grand Emporium and the causes of its problems,this paper analyzes the marketing environment of Zhengzhou Grand Emporium by SWOT,and it is true that the marketing environment of Zhengzhou Grand Emporium is accurate.In Zhengzhou Zhenghong marketing,it is suitable to adopt different marketing strategy,take big data marketing as the main model,and improve the unique competitiveness of Grand Emporium in Zhengzhou.In marketing,all activities are included in the marketing scope,with the aim of improving customer inertia.adhesiveness,average unit price and number of bags per customer as the marketirig target,the marketing system is established from the improvement of marketing organization,re-division of responsibilities,whole process management,communication and interaction.In the implementation of the specific marketing method,the marketing channel is selected based on the consumer map,the pricing strategy of refined management based on the big data,the promotion of multi-platform interaction and the parallel characteristics are carried out.Service marketing.In addition,the effective implementation of Zhengzhou Grand Emporium ruarketing model also needs to establish the marketing thouglht of seizving customers,master customer inforlation in an all-round way,and build a learning talent team.