Research On Marketing Strategies Of Yanji Department Store

With changes in the market environment and changes in people's consumption behavior,most of the traditional department stores in China currently face problems such as weak growth and reduced attractiveness to consumers.The traditional department store retail industry as a whole has entered a recession period and even closed storesYanji city is located in the east of Jilin province.In the past ten years,the development of urbanization has led to the rapid development of the economy,the consumption capacity of residents has been greatly improved,and the consumer market is becoming more and more mature.Yanji department store belongs to Yanji chain retail group,which is the first and the most famous department store established by the group in Yanji city.With the industry competition,the impact of e-commerce and the upgrading of consumption habits,the development of Yanji department store has encountered a bottleneck.Although the store's sales volume has been steadily improved by virtue of honest operation and high-quality service,the sales growth rate has been decreasing year by year.In the face of the new crisis and challenges,how to seek a bigger living space for Yanji department store and seek a more attractive development situation on the basis of maintaining the current passenger flow has become the primary problem faced by the department store managementThis article uses questionnaire surveys,field interviews and data collection to conduct a comprehensive and systematic study of Yanji Department Store.Through consumer questionnaire surveys and research on the current status of business operations,understand the company's marketing management status and learn about the current operational problems,mainly due to the need to improve the shopping environment and consumer experience,lack of attention to online marketingThen use PEST and SWOT theory to analyze the macro and micro environment of Yanji Department Store,and find out the reasons for the problems in the operation through the analysis of the micro environment,mainly including the need to improve the professionalism of marketing personnel,the lack of mining and utilization of customer information,and consumers Increased bargaining power and competition in the local market.Through the analysis of the macro environment and the SWOT model,list the opportunities and advantages of the company's current operations in the face of economy,policy,brand,etc.,as well as the disadvantages and threats of local market competition,e-commerce and high-end consumer outflow,and use the comprehensive matrix method to help The enterprise analyzes the advantages and disadvantages,promotes strengths and avoids weaknesses,determines strategic goals,and clarifies the development directionFinally,using STP theory,4P theory and other modern marketing management theories and methods,market segmentation is carried out according to the consumer market situation in Yanji City,and the target market and the market positioning of the mall itself are determined.The marketing strategy of Yanji Department Store,first is that the mall itself should optimize the product structure,attach importance to online platforms and channels,and second,focus on consumers,improve service facilities,upgrade service experience,and actively carry out promotional and innovative strategies to create a suitable Yanji Department Store A set of marketing strategy system enhances the competitive advantage of Yanji Department Store in the market,provides a reference for its survival and development in the market environment,and enables enterprises to achieve sustainable and healthy development.