| With the rapid development of China’s economy and the continuous improvement of residents’ income,it provides a huge consumer market for China’s department store retailing.department store retailing enterprises need to seize the development opportunities of the times and optimize their marketing strategies to win the market competition.At the same time,with the continuous development of the Internet,the rise of e-commerce platforms has had a huge impact on the traditional department store retailing and changed the consumption habits of consumers.The competition pressure of department store retailing enterprises is increasing,and the products and services are homogeneous,which has greatly restricted the daily operation and development of department store retailing enterprises.In this case,the traditional marketing strategy cannot cope with the development problems in the new era.In this paper,a case study is carried out on the Daqing Department Store.Firstly,the related concepts are introduced,and the research status of domestic and foreign department store retailing marketing strategies is analyzed through the literature review.Aiming at the marketing environment of Daqing Department Store,the PEST analysis and the Porter’s five forces model were used to study the external macro environment and micro environment of Daqing Department Store,it is found that the competition environment of Daqing Department Store was harsh and the threat of substitutes was huge.Based on the development status of Daqing Department Store,the SWOT analysis was used to study the advantages,disadvantages,opportunities and threats of Daqing Department Store.On the basis of advantages,Daqing Department Store need to actively respond to the policy support,adapt to the needs of consumers,and actively introduce a new retail model to realize the integrated development of online and offline channels.Based on the in-depth interviews,this paper further analyzes the problems of Daqing Department Store,including serious homogeneity,poor price level,weak online channels,and outdated promotion methods,the causes of those problems was also discussed.Finally,based on the 4Ps strategy,the suggestions for improving the marketing strategy of Daqing Department Store were introduced,which focusing on differentiation and characteristics,and actively introducing new retail models and marketing methods.In terms of product strategy,a differentiated brand layout and a characteristic brand system should be build,and the self-operated brands need to establish and improve.In terms of price strategy,reasonable differentiated pricing is adopted to create differentiated price structures and supporting services.In terms of channel strategy,the existing marketing channels and the integration of online and offline channels should be strengthened.In terms of promotion strategy,Daqing Department Store need to strengthen online promotion and publicity,drive promotion with practical topics,and enhance brand effect and humanistic care.At the same time,the safeguard measures for the smooth implementation of the optimized marketing strategy has been formulated from the aspects of management,talents,technology,etc. |
